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Sports and Race Betting

Exploring the impact of marketing



Explore the impact of marketing on gambling behaviour and intention among Australian; particularly specific population subgroups—including problem gamblers and adolescents.


We conducted several iterative research elements. They included the following:

A literature review.

An environmental scan which examined recent increases in sports betting marketing. This scan included a case study of six wagering companies, focusing on their business growth and marketing activity.

A qualitative study involving 10 focus groups with different research audiences.

An online survey of 3,200 respondents from six different research segments.



Revealed a direct correlation between increased sports and race betting and higher exposure to wagering advertising.


  • Identified many negative viewpoints towards wagering marketing saturation, particularly regarding exposure to children.
  • Informed policy and legislation in relation to marketing by the gambling industry.