Effective and responsible marketing of online sports gambling to young adults in the UK

In an industry that has experienced rapid growth for a number of years, where product differentiation is minimal, the marketing tactics of online sports gambling (OSG) bookmakers are likely to push the boundaries of what can be considered responsible, as companies seek to stand out from competitors and take advantage of industry growth. This research aims to explore how the marketing tactics of OSG companies shape the gambling habits of young adult consumers, and whether this demographic considers these tactics responsible. Recommendations are made on how online bookmakers can remain responsible in their marketing to young adults. Findings revealed that the primary motivation behind young adults’ recreational gambling was the excitement induced through participation. Further, young adults’ OSG bookmaker preference is influenced by promotional offers for existing customers. Results from the study indicate that in general, young adults do not deem the varied marketing techniques employed by OSG companies as irresponsible practices. However there were concerns regarding the potential impact of the continued increase in OSG marketing on problem gamblers and children (under 18).