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Initially, the total number of direct messages received was the IV. Then, we used the number of emails and texts received channel separately as IVs, followed by the number of each inducement content. All analyses were initially conducted as bivariate analyses. For actual betting expenditure, we also examined controlling for intended expenditure i. Therefore, we did not control for intention in subsequent analyses.
We also explored interactions with problem gambling status, for both direct messaging channel and content, and for intended and actual betting expenditure, none of which were statistically significant. Both random effects individual ID and fixed effects all other variables were specified. The unit of analysis was each day for each bettor. All participants gave informed consent and were informed they could withdraw at any time.
Data were anonymized before analysis. Over the course of 7 days, the 98 sports bettors reported receiving emails and texts, an average of 3. The race bettors reported receiving emails and texts, an average of 6.
Sports bettors forwarded 98 emails and texts to the research team Texts were generally text-only, with no images. Some texts included a link to a webpage where respondents could take up a promotion, whereas others functioned as advertising. Some types of inducements were not sufficiently prevalent to be included in analyses. Intention and actual betting behavior varied by day. For example, on the day after the grand finals, only Longitudinal models examining associations with betting intention for race bettors, based on direct message DM channel and content.
Longitudinal models examining associations with betting intention for sports bettors, based on direct message DM channel and content. In terms of direct message channel, for both groups, the number of emails received but not texts were positively associated with both a higher intention to bet and intention to bet larger amounts.
These results remained significant when controlling for individual differences, problem gambling status, and whether it was a signature betting day Melbourne Cup, AFL, or NRL grand final. The results for content were less clear. For race bettors, receiving refund stake offers were associated with a lower intention to bet. This was not significant when controlling for problem gambling status and signature betting days.
For sports bettors, no specific inducement types were associated with either intention to bet, or amount intended to be bet, whether controlling for problem gambling status and signature betting days or not. Longitudinal models examining associations with actual betting behavior for race bettors, based on direct message DM channel and content. Longitudinal models examining associations with actual betting behavior for sports bettors, based on direct message DM channel and content.
For both race and sports bettors, receiving more direct messages, regardless of channel or content, was associated with greater likelihood of betting. Number of direct messages received was also positively associated with the amount of money bet for race bettors, but not sports bettors. For both race and sports bettors, the number of texts received was positively associated with both the likelihood of actually betting and the amount bet, and this remained significant when controlling for signature betting days and problem gambling status.
For sports bettors, the amount of emails received was positively associated with placing a bet, but not the amount of money bet. The number of emails was not associated with placing a bet or amount of money bet for race bettors. All relationships remained significant when controlling for signature betting days and problem gambling status. Among race bettors, receiving more refund stake offers and bonus odds offers was related to actually placing bets in bivariate models, but not in multivariate models.
For sports bettors, receiving more bonus winning inducements, as well as direct messages with no inducements, was positively associated with placing a bet, and these remained significant when controlling for other factors. However, no specific inducements were associated with amount of money bet among sports bettors. The results indicate a clear relationship between direct messaging from wagering operators and both intention to bet, as well as actual betting behavior, including amount bet.
Crucially, our analysis controlled for individual variability and thus the observed effects relate to influences of direct marketing within individuals. The channel used for direct messages is an important factor, with emails associated with intention, but texts associated with actual expenditure. The current results instead suggest that these texts prompt impulsive betting across all PGSI groups.
In contrast to texts, emails influenced only betting intentions. Intention was not associated with actual betting behavior for sports bettors, and for race bettors, lower intention was associated with betting behavior. The present finding suggests that intentions to abstain, or to bet smaller amounts, can easily be broken in these peak betting weeks. This may not be solely due to direct marketing. Because EMAs are short, we could not capture all relevant information, and note this for future research.
The relationship between inducements and intention was either not significant, or did not remain significant when controlling for problem gambling status and signature betting days. However, inducements that were associated with placing a bet were refund stake and bonus odds offers for race bettors although not in multivariate models , and bonus winnings offers for sports bettors.
Inducements were not associated with the amount of actual expenditure, potentially because inducements are often capped e. Furthermore, the number of direct messages containing no inducements was associated with betting behavior for sports bettors and thus they may simply serve as a cue to bet. These consumers will therefore receive more direct messaging overall, further increasing their expenditure, exacerbating their gambling problems and consequent harm.
Placing conservative limits on how frequently operators can message individual consumers could help protect bettors with multiple accounts. However, the private nature of direct messages makes them difficult to monitor and regulate. Another way to reduce direct messaging would be to require operators to only contact consumers who have accounts as is the case in NSW , and who have opted-in instead of the current opt-out system , where they would not receive direct messages unless specifically requested.
Another alternative would be to establish a Do Not Direct Message register, similar to the existing Do Not Call register Do Not Call Register Act, , which would prohibit operators contacting consumers who have registered, acting as a multioperator opt-out system. Gibson concluded that third party oversight and industry self-regulation are important in regulating direct marketing, although gambling industry self-regulation has been criticized Selin, For example, consumers could be educated about ways to minimize or eliminate direct messaging e.
Consumers could also be educated about when messages breach standards, and how to report them if they do. The limitations of this study include not all direct messages received were forwarded to the research team; the relatively small sample of respondents due to budget constraints ; that expenditure and intention were self-reported; not all relevant variables could be captured in the short EMA surveys; and that the relationship between receiving direct messages and expenditure or intention were for a hr window.
The latter limitation meant that more cumulative advertising or inducement influences were not captured in the present analyses. While the present design aims to reduce recall bias and subjectivity evidenced by the researchers coding message content , causation cannot be inferred from these results.
Despite these limitations, this study has the following strengths: daily surveys reduced recall bias, particularly for expenditure; intention to bet and subsequent actual expenditure could be compared; a longitudinal analysis that had the power to find these significant effects and minimize bias due to missingness; and the capture and analysis of the content of actual direct messages sent to consumers. On the whole, the methodology provides a robust measurement and analysis of betting intention, actual betting behavior, and exposure to direct messaging.
The results from this study confirm that direct messages are influential on betting behavior, with participants betting even when not intending to do so, even when controlling for individual differences, PGSI status, and major betting days. The most influential direct message factor was receiving direct messages via text. Particularly, betting based on texts is likely to be unplanned and impulsive in nature, which is a concern because this is a known risk factor for problem gambling and gambling-related harm.
As such, direct messages are an effective but also potentially harmful marketing tool. AMTR wrote the first draft of all sections of the manuscript, and conducted the statistical analyses, based on analyses conducted by MB for the original project on effects of wagering marketing. MB provided guidance and troubleshooting for the present analyses. VR conducted the content analysis of the direct messages. All authors read and commented on the manuscript and approved it for submission.
He is also affiliated with the University of Sydney. He declares no conflict of interest in relation to this manuscript. She has also received consultancy funds from Echo Entertainment and Sportsbet and an honorarium from Singapore Pools for membership of its International Advisory Committee. She declares that she has no conflict of interest in relation to this manuscript.
He declares no conflicts of interest in relation to this manuscript. VR declares no conflict of interest in relation to this manuscript. National Center for Biotechnology Information , U. Journal List J Behav Addict v. J Behav Addict. Published online Oct Alex M. Author information Article notes Copyright and License information Disclaimer.
This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4. This article has been cited by other articles in PMC. Abstract Background and aims Direct messaging via text messages texts and emails is a widely used method to advertise sports and race-betting offers. Results Longitudinal analyses found that receiving emails was positively associated with betting intention, whereas texts were positively associated with higher likelihood of betting and betting expenditure.
Discussion and conclusions Direct messages, particularly texts, are powerful marketing tools, encouraging a nearly immediate, and arguably impulsive, betting response, which may increase gambling-related problems.
Keywords: direct messages, wagering, advertising, inducements, gambling, intention. Introduction Gambling is a popular pastime in Australia. Direct messages Direct messages are sent directly to consumers, through texts, emails, or telephone calls using betting account details. Methods Respondents The sample for this study consists of 98 sports bettors and race bettors from Australia. Table 1.
Response and eligibility rates and sample characteristics for sports and race bettors. Measure Sports bettors Race bettors Response and eligibility rates Invited from original study Responded to invitation Open in a separate window. Measures Respondents initially completed a baseline survey that determined eligibility and captured mobile phone number and email address to send survey links and compensation , postcode, types of sports or races they had bet on, and frequency of betting on these, which Australian-based operators they have accounts with, how often they bet with each operator within the past 12 months, and the PGSI.
Ethics All participants gave informed consent and were informed they could withdraw at any time. Results Content of messages received Over the course of 7 days, the 98 sports bettors reported receiving emails and texts, an average of 3. Expenditure and intention to spend Intention and actual betting behavior varied by day. Table 2. Independent variables Intend ref. Table 3. Table 4. Independent variables Spend ref. Table 5. Discussion and Conclusions The results indicate a clear relationship between direct messaging from wagering operators and both intention to bet, as well as actual betting behavior, including amount bet.
Limitations and strengths The limitations of this study include not all direct messages received were forwarded to the research team; the relatively small sample of respondents due to budget constraints ; that expenditure and intention were self-reported; not all relevant variables could be captured in the short EMA surveys; and that the relationship between receiving direct messages and expenditure or intention were for a hr window.
Conclusions The results from this study confirm that direct messages are influential on betting behavior, with participants betting even when not intending to do so, even when controlling for individual differences, PGSI status, and major betting days.
References Ajzen I. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 2 , — Betting odds and advertising for betting agencies during sports. Fitting linear mixed-effects models using lme4. Journal of Statistical Software, 67 1 , 1— Online gambling: Problem gamblers and the multi-operator self exclusion scheme.
Email marketing engagement and response statistics Gambling and the reasoned action model: Predicting past behavior, intentions, and future behavior. Journal of Gambling Studies, 34 1 , — SMS marketing campaigns. Mobile consumer survey Review of the Interactive Gambling Act — Final report SMS versus email marketing.
Federal register of legislation. Consumer responses to SMS advertising: Antecedents and consequences. International Journal of Electronic Commerce, 18 1 , — Spam: How it is hurting email and degrading life on the Internet. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. We should expect text messages from gambling operators to increase. And for some obvious reasons: they are effective and relatively cheap. Think about your smartphone.
You may receive emails all the time, but do you disregard most of them? Marketing statistics suggest that only about 22 per cent of emails are opened. In contrast, we open the majority of our text messages, and more quickly. Clearly, text messaging is a good way for gambling companies to make you react. But private messages also offer features that are not available in more public advertising, like television or billboard ads.
In particular, they can be tailored to the person. We call this behavioural insights or behavioural tracking, and gambling operators are beginning to use it. Because you have an account with a gambling operator, they know what you like to bet on, when, and they can remind you about bets that might specifically be of interest to you.
As they get better at crunching the data, they are likely to get more and more effective. They're playing in 10 minutes. Click on this link to open our app on your phone. In contrast, public advertising cannot be so highly tailored and is designed to appeal to as many relevant eyeballs as possible. Australian gambling regulators have recently cracked down on the use of inducements, like bonus bets, where an operator allows you to place a bet worth a certain value for free.
In NSW, it is an offence to publish or communicate an inducement to gamble , but this restriction only applies to public advertising. Texts and emails are still fair game. Other jurisdictions, such as South Australia, have tighter restrictions. But we can expect gambling operators to get creative. After all, the fact that private messages are — of course — private may be particularly appealing.
Gambling advertising has become more brazen. The most complained about ad in was an ad by Sportsbet , according to the Ad Standards body. But private messages are not seen by the general public, only those who have received them, meaning fewer complaints are likely to be received. Gambling regulation is always a cat-and-mouse game. Restrictions are brought in, and operators find ways to get around them.
Most of the restrictions on gambling ads have focussed on those aired during televised sporting contests, partly because kids watch and partly because they are so abundant. But we need to step up regulation on private advertising. Otherwise, we'll find gambling operators sliding regularly into our private messages, raising the potential for further gambling harm. He is also one of the Top 5 scientists for We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the lands where we live, learn, and work.
News Home. Live blog Follow our live coverage for the latest news on the coronavirus pandemic. But increasingly, even their smartphones are fair game for betting operators.
Tribes that want to launch online and mobile sportsbooks available to gamblers statewide will need to apply for a traditional Michigan sports betting license. These operations will be subject to the same 8. The state has compacts with 12 Michigan-based tribes covering all 23 tribal casinos. Supported Michigan sports betting legislation. The tribe has partnered with William Hill to operate its online sportsbooks.
Opened the BetAmerica Sportsbook on Sept. The tribe and the Churchill Downs brand also announced a partnership for online sports betting and online casino. Plans to open a sportsbook. The tribe has a partnership with Golden Nugget Online Gaming for its online casino and sportsbook offerings. Entered into an agreement with Australian-based US sportsbook operator PointsBet to run its statewide online and mobile sports wagering and gaming operation in exchange for market access fees and a portion of net gaming revenues.
In negotiations with PointsBet to build a retail sportsbook. The casino also formed a partnership with Rush Street Interactive in June. The Mackinaw City location opened betting terminals on Oct. Starting Oct. The casino plans to brand its online casino and sports betting app as the FireKeepers name with Scientific Games serving as its technology partner.
Opened sportsbooks at each Michigan casino in July The tribe partnered with Kambi for online operations. Soaring Eagle sports bar Ascend will have 10 betting kiosks installed. The tribe has not yet announced a partner for the venture. The retails sportsbooks are slated to open in mid-January. Marie and St. Opened sportsbooks on Dec. Wynn Sports and Wynn Online Casino should launch when online gambling comes live. All five locations partnered with WynnBet for the retail operations.
Regular players at any of the Michigan casinos will know all about the casino VIP schemes. These offer benefits based on how much players play. For high stakes and regular players the benefits can be very valuable ranging from free parking through to free rooms and meals. The online operators shortly to arrive in Michigan do very much the same sort of thing. They work quite simply.
When you bet you earn points proportional to the amount you bet and your status in the VIP scheme. Points can then be exchanged in an online store for benefits including merchandise, extra bonuses or free bets. Free bets are just as they say; the online operator gives you a free bet on a game.
If you win, you keep the winnings, if you lose, no money comes out of your account. Given the close relationship between the online operators and the casinos merging the two schemes is a win-win. When the casino launches online sports betting under the playMGM brand, sports bettors will have their own VIP scheme that connects directly with the existing M Life scheme. In New Jersey the online and live casino schemes are almost completely integrated.
Bonus dollars or for more cash to use on blackjack or online poker tournaments. Accessories, electronics and other online store items. Michigan will be slightly different given there is no online poker, but the principles will be the same. Michigan players accustomed to playing at the Caesars resort across the border in Canada will be members of the Caesars Total Rewards scheme. It is possible that Caesars might get involved in the future if it partners with a tribal casino and launches its own online sports betting.
Daily fantasy sports operators must apply for a license with the state. These operators can be entities outside the Michigan casino business, including daily fantasy sports market leaders DraftKings and FanDuel. It took some time for sports betting legislation to be hammered out here in Michigan. While the final result of legal sports betting being available in the state is simple to understand, all of the moving pieces that make up the law are far from easy to grasp.
Michigan has had horse racing and pari-mutuel wagering since the s, and the Michigan State Lottery since the s. Casino gaming came to Michigan in when the first tribal casino was opened by the Saginaw Chippewa Indian Tribe in Mt. There are now 23 tribal casinos across Michigan. In November , Michigan voters approved a proposal authorizing the launch of three licensed commercial casinos in Detroit. Eventually, several compacts and the law were amended allowing commercial casinos and several tribal casinos to launch Class III games including sports wagering pending a change in federal law.
That change in the law came on May 14, , when the US Supreme Court declared a federal ban on sports betting unconstitutional. Several tribal casinos joined the lobbying effort. The Legislature passed a bill legalizing and regulating online gambling and sports betting in late However, then-Gov. Rick Snyder vetoed the bill. Gretchen Whitmer signed the bill into law days later, and legal sports betting is now expected to launch in Michigan in early Curtis Hertel Jr. In fact, Michigan could rival the largest legal sports betting markets in the country once it matures, attracting billions of dollars in bets and generating millions in tax revenue every year.
Michigan is the second-largest state in terms of population to have legalized online sports betting, behind only Pennsylvania. The tax rate is business-friendly, and the licensing fees are competitive. The three Detroit casinos and their respective sports betting partners are regulated by the Michigan Gaming Control Board. Tribal casinos and their retail sportsbooks are regulated by the individual tribe and the National Indian Gaming Association.
However, all online sportsbooks are regulated by the MGCB. That means you can take any problems you might have with a licensed Michigan online sports betting operator right to the MGCB. Grand Blvd. Office hours are Monday thru Friday, 8 a. Yes, you do. Sports betting winnings are considered taxable income. Betting odds are largely the same across all jurisdiction where sports betting is legal — so far! Legal sports betting outside of Nevada is in its infancy. Operators are still in hyper competitive mode as they seek to establish market share.
As the market matures and operators learn the characteristics of their home markets better, then odds might begin to differ among states. Partly this will be due to the additional costs of operating in high-tax states like Pennsylvania.
On the other hand, operators will learn to provide lower odds for promotions on games that are particularly popular in Michigan. Fortunately, the current bill has reasonable license fees and taxes, so Michigan sports bettors should get access to odds as good as anywhere in the country. Odds that are too far out of whack with the broader market will simply drive customers back to illegal offshore sites.
The casinos have no incentive to offer poor odds in Michigan. Michigan gambling laws only apply inside the borders of Michigan. The second you step across the state border you will find that you may no longer place sports bets online. This is because the operators use sophisticated geo-location technology that knows exactly where you are.
Of course any bets placed before you cross the border remain valid. The big name operators are introducing methods to make it easy to sign up for accounts in different states. If you do have a New Jersey or Pennsylvania online account, then if your operator launches in Michigan, you will probably find it even easier to open your new account.
The almost instantaneous availability of sports betting data enables legal sports betting operators to offer much that was previously impossible. One great innovation is the ability to cash out bets early. Since sportsbooks can calculate the expected value of you bet minute by minute, they can offer to let you take your winnings or cut your losses before the final outcome is known.
When you cash out a bet early, there is still a possibility of the result changing. The operator calculates a fair payout based on the odds and you are free to accept or reject the offer. They are very popular in other sports betting states. If you have any problems with legal sports betting at a licensed commercial casino in Detroit or online operator, you can contact the MGCB for advice and assistance. For tribal casinos and their retail sportsbooks, you can contact the individual tribe or the National Indian Gaming Association.
Michigan Sports Betting Latest news, launch dates and online sports betting in Michigan. Online sports betting in Michigan is finally here! Visit DraftKings Sportsbook. DraftKings Review. Play now. Visit FanDuel Sportsbook. FanDuel Review. Play Now. Visit William Hill Sportsbook. William Hill Review. MGM Sportsbook Review.
Visit Golden Nugget Sportsbook. Golden Nugget Review. Visit PointsBet Sportsbook. PointsBet Review. Visit Fox Bet. What you can bet on right now in Michigan NFL. NBA Futures. Super Bowl. Latest News. Michigan online sports betting launch timeline With four major professional sports teams and two Big Ten college sports programs, Michigan is fertile ground for online sports betting.
Marie Tribe of Chippewa Indians Jan. Compare the best Michigan online sports betting sites Michigan sports bettors can now place their bets online with some of the best sports betting sites on the market. How Michigan sports betting works Mobile sports betting is poised to be a huge part of the Michigan sports betting market. Online sports betting bonuses in Michigan The Michigan sports betting marketplace is super competitive as industry leaders compete for market share.
Free bets: Some operators will credit your account with free funds that can be used to play on site. Winnings are yours to keep and do with as you wish. Deposit bonuses: Certain sportsbooks will match a portion of your first deposit. Risk-free bets: After your first deposit, some sites will let you place your first bet in risk-free fashion. In-game wagering and live betting The fastest-growing segment of the US sports betting industry is in-play betting.
How to deposit and cash out in Michigan Before placing a bet on a Michigan online sports betting app, you will need to fund your account. Third-party payment processors: Third-party payment processors such as PayPal offer an alternative for depositing with Michigan sports betting apps. Cash: Cash should be accepted by most Michigan online sports betting site through the cage at affiliated casinos or third-party providers such as 7-Eleven PayNearMe.
What types of sports bets can I make in Michigan? When you place a moneyline bet , you are betting on which team will win. The bet can be on the points spread or who the winner will be, but it remains a bet restricted to one match. The normal format enables the bettor to adjust the point spreads for each of the games.
Of course, this results in better chances of winning, so the operator adjusts the odds accordingly. If you bet on five matches as a parlay bet, then you have to pick the winners for all five to win your bet. Even if you predict the first four correctly and only lose the last leg of your parlay, you lose the whole bet.
Parlay bets offer the chance to win a large sum for a small initial wager. They are enormous fun and extremely popular, but the big payouts come because the chance of winning is small. In an over-under bet you predict the total score of both teams added together. The sportsbook quotes a line where it expects the total score to be, and the bettor takes either the over or the under. To win a straight bet, you must bet on the team that covers the spread or if the two teams cover the over or under.
Proposition bets: Proposition bets, or prop bets, allow bettors to bet on possible events in a game. The events may be specific to the game or to an individual player in the game. Online operators present a series of prop bets based on what they think will most interest their customers. A typical prop bet may be that a specific player will hit a home run or score a goal during a game.
Bettors can also wager on things like what the points spread will be at the end of each quarter or what the total score might be at halftime. What sports can I bet on in Michigan? Which Michigan teams have sponsorship deals in place with sportsbooks? Where can I bet on sports in-person? Have a news Tip? Click to Expand Search Input. Log in. Click to Login Login.
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