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Financial inducements in gambling marketing: An information disclosure proposal to inform gamblers of their true economic value
UNLV Gaming Research & Review Journal, Volume: 29, Issue: 1
Swansea University Author:
Jamie Torrance
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DOI (Published version): 10.9741/2327-8455.1511
Abstract
Financial inducements such as free bets are frequently-used gambling marketing offers which temporarily improve a gambler’s usual pattern of risk and potential return. Previous research has shown that there are up to 15 distinct types of financial inducements in common use, and that gamblers frequen...
| Published in: | UNLV Gaming Research & Review Journal |
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| ISSN: | 1531-0930 2327-8455 |
| Published: |
University of Nevada - Las Vegas
2025
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa72088 |
| Abstract: |
Financial inducements such as free bets are frequently-used gambling marketing offers which temporarily improve a gambler’s usual pattern of risk and potential return. Previous research has shown that there are up to 15 distinct types of financial inducements in common use, and that gamblers frequently misunderstand inducements’ play-through requirements and other complex terms and conditions. The Australian government has therefore recently banned play-through requirements for inducements shown to new customers, and the Great British regulator the Gambling Commission has recently announced a maximum play-through requirement of 10 times. The present work describes an alternative and yet potentially complementary approach based on disclosing financial inducements’ true economic value to gamblers. This approach can be motivated by the fact that financial inducements are not intrinsically harmful, and an understanding of their value has been exploited for profit by some gamblers via techniques called “bonus hunting” and “matched betting”. Disclosure-based approaches can be designed to reflect the average losses implied by any play-through requirements, as well as any other terms and conditions which affect their economic value. Disclosure-based approaches for protecting consumers from the potential harms of financial inducements should be subject to further research and policy consideration. |
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| Item Description: |
Original Review Article |
| Keywords: |
Gambling advertising; financial incentives; betting; betting advertising; education |
| College: |
Faculty of Medicine, Health and Life Sciences |
| Issue: |
1 |