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This consultancy firm during the time of their research were very thorough and straight. The Consultancy firm had to make use of our available workforce to really understand how eager and competent they are to the success of FavourBet. It is believed that we have a standard A list team with excellent qualifications and experience in their various niche areas in the gambling, betting and computer programming industry.

They believe that our workforce is made up of competent, result driven, eager and well educative individuals. We believe all these are issues we can handle properly and very fast. It was also noted categorically that the opportunity available in the social media industry is so large. Sports is actually an act or a hobby that brings people of different race together and will forever remain relevant in our world.

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We understand how eager people are to gain more money or supplement their income. In the world of betting, the use of a mobile phone or tablet to place a bet has made it a lot easier and accessible. But just as the global in-play markets have grown rapidly in recent years, the problems posed by illegal gambling and match-fixing are very real and growing ones. Below are the very important trends in the industry. There have been various cases of match fixing in most sports in the sports industry. In the UK, you can bet on an individual player being cautioned during a match, but gamblers are confined to small stakes for fear that such betting opportunities can be manipulated.

And it is a known fact that bribed players can make a fortune from gambling from bets placed with illegal bookmakers around the globe such as South Asia where gambling occurs outside the control of UK sports authorities. Quite close to match fixing, an alarming concern for bookmakers is the proliferation of illegal betting. While it is vastly believed that most function in Asia, it is very hard to put a figure on the size and manner of illegal gambling because there are no official figures there.

Also analysis holds it that Illegal betting syndicates often offer better odds for a sporting event by making sure that the pay out for a winning bet is more lucrative and attractive. Technology has actually brought about the biggest change in this industry. Indeed betting companies continue to sell punters a conviction or feeling; punters can place their bet remotely. In the industry now, there is no longer need to make a trip to the betting shop or physically attend a horse race.

Our Target Market at FavourBet cuts across people of different walks of life. Different people have different instincts for different sports. We at FavourBet will work towards providing services, facilities and environment that will help us reach out to our target market.

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These are the category of people that we intend marketing;. We at FavourBet understand that what attracts people to betting companies are the various games, business location and interesting odds that they offer. FavourBet can also boast of having a team of highly qualified professionals who will work with all our clients and make it easy and comfortable for them in all the sports betting we offer and also our odds are the very best in the industry.

We at FavourBet will be open 24 hours in a day during weekends Fridays to Sundays and from am to 12 midnight from Mondays to Thursdays in order for us to accommodate people with different time preference. We will also make sure that our employees will be well taken care of, and their welfare package will be among the best within our category. We have through extensive research understood how competitive the industry is and we hope to make it our hub and zone. We at FavourBet have created unique and well budgeted publicity strategies to boost our business.

Our publicity and awareness strategies at FavourBet will rely on the power of targeted online messaging tools, strategies, and word-of-mouth references, followed up with directed traditional media promotional strategies, such as outdoor advertising, periodicals, and network and cable sponsorship. It is important to note that FavourBet is a business we believe will reach all continents of the world and we have plans of using our own funds. Our source of income is focused strictly on the business niche of the industry. We hope to get our income and maximize profits by offering the following services;.

We at FavourBet have researched the industry extensively and a prototype site has been developed and is up and running in a privately hosted environment and prospective customer and partner lists have been developed and several have been contacted for establishing an emerging business relationship. FavourBet has also built agreement with several vendor partners to offer ecommerce opportunities within the online community. FavourBet can also boast of a business management team consisting of business and technical professionals.

Also, focus groups have been established and are currently providing ongoing insight and consumer end-user feedback into the online community development cycle. Initial market acceptance tests have indicated a warm welcome of the concept. This to show that we are bent on making FavourBet the best. Below is the sales forecast of FavourBet within the next three years;. Note : it is worthwhile to note that this sales forecast was done based on what is obtainable in the industry and with the assumption that all our threats will be a stepping stone for us.

We at FavourBet hope to keep our odds for now above the average market rate to attract customers and clients. We will also inculcate promos in all our fees and payment for the main time. FavourBet we believe will grow to what we dream it to be and we hope to be part of the future of the Betting industry. We at FavourBet understand the nook and crannies of the industry, and we believe in what we can do. We hope to provide distinctive services that will shake the sports betting industry from its roots.

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FavourBet is a business we hope would take over the world and as such, we have substantial payment options that will favour all our customers right from the south of Africa up to the Antarctica. We at FavourBet will be creating online payment options that will be very secured and easy to access. We have partnered with a well known bank in the United Kingdom to make sure we provide the following services;. In starting FavourBet, the price or cost depends explicitly on the approach and size, which we believe will be very large.

The second most important attribute was the presenter for the problem gambler and non-problem gambler groups, type of message format for the moderate-risk gambler group, and type of appeal for the low-risk gambler group.

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For the problem gambler group, the presenter attribute was only slightly less important than the bet attribute. Again, the attractive non-expert female had the highest utility score for presenter type among all PGSI groups. The message format attribute was third most important for the problem gambler group, presenter type for the low- and moderate-risk gambler groups, and the appeal attribute for the non-problem gambler group. Of the appeal types, the non-problem and problem gamblers were most tempted by ease of placing the bet, whereas the low- and moderate-risk gamblers were most tempted by a sense of urgency.

Of the message formats, low-risk gamblers were most tempted when the message was an on-screen display, whereas the other groups responded most to a commentary format. Again the problem gambler group had a relatively high importance score for the presenter attribute, and specifically the attractive non-expert female presenter. The other three PGSI groups also responded most to this type of presenter. Among problem gamblers, type of appeal was third most important, with a neutral appeal most effective in increasing their likelihood of placing the bet.

Among the message formats, this group responded most strongly to the on-screen display. The moderate-risk gamblers responded with similar strength to the presenter and appeal attributes, and less to the message format. Among the types of appeal and message format, this group responded most to a sense of urgency and a studio-crossover format, respectively. After type of bet, the low-risk gamblers assigned more importance to the type of message format, followed by the type of presenter and type of appeal.

Among these attributes, they responded most to the on-screen display, attractive non-expert female presenter, and an appeal to a sense of urgency. Finally, the non-problem gamblers rated the appeal type as second most important after bet type, and responded most to an appeal emphasizing ease of placing the bet.

Third in importance was type of presenter, with the attractive non-expert female having the highest utility. Among message formats, this group responded most strongly to the commentary. Summary of most important attribute and level for all PGSI groups for attention, interest, temptation, and likelihood of placing the bet.

The most attention-grabbing attributes in our mock sports betting advertisements were type of presenter and type of bet. The attractive non-expert female presenter gained more attention from all PGSI groups than did the match commentator or sports betting operator. The younger male profile in our sample, particularly among the problem and moderate-risk gambler groups, may also explain why the attractive female presenter gained the most attention in our mock advertisements.

Type of bet was the most persuasive message attribute in converting attention into likely action among all PGSI groups. Utility for the risk-free bet was so strong that all alternative bets had little effect in countering that offer. It was the only bet type containing an inducement to bet — an extra-financial incentive a refund to purchase an otherwise core product betting on the outcome of the game.

This study is the first, to the best of our knowledge, to use a more sophisticated methodology to reveal the attraction of bets incentivized with a financial inducement. Risk-free bets are frequently offered in the marketplace. In that audit, over two thirds of these offers refunded with bonus bets, rather than cash. Thus, even though bets offering reduced risk might appear to benefit consumers, their subsequent effects may increase gambling harm.


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Also of note was the relative attractiveness of micro-bets to problem gamblers. In the absence of the risk-free bet, the problem gamblers surveyed would be most responsive to micro-bets, whereas the other PGSI groups would be more likely to place the traditional and exotic bets. Micro-bets have high frequency, a restricted number of potential outcomes and small timeframes under 5 min between bets being accepted and the outcome being realized.

Forrest, McHale, and McAuley explain that traditional bets have limited appeal to bettors with high-risk preferences, since matches are typically played between reasonably well-matched competitors. Offering in-play bets on match contingencies through micro-bets enables a wider range of odds to be offered, increasing their appeal to high-risk bettors.

The type of appeal was less important in gaining attention, creating interest and temptation, and increasing the likelihood of placing the bet. The problem gamblers generally responded most to a neutral appeal, as did the moderate-risk gamblers, although the latter were also tempted by an appeal to the urgency of placing the bet. The low-risk gamblers responded most to this sense of urgency, whereas the non-problem gamblers found ease of placing the bet to be most persuasive.

It may be that problem gamblers are more interested in factual information such as the nature of the bet and its odds; at-risk gamblers may be more tempted when an offer is presented as time-limited requiring hasty action; whereas the likely relative betting inexperience of non-problem gamblers may explain why they responded most to ease of placing the bet. By presenting a range of appeals, sports betting operators appear to be targeting a wide range of bettors. Message format was also less important than bet type and presenter type.

Problem and low-risk gamblers tended to respond most to the on-screen display, and moderate-risk and non-problem gamblers to the commentary format. The above findings should be interpreted with several caveats. The sample was not representative of sports bettors, so whether the results are generalizable is unknown. Ethical reasons prevented us from asking participants to actually place bets, so our assessment involved only attention, interest, temptation desire , and likelihood of placing the bet action. The message elements assessed were also constrained to only a selection of attributes and a limited number of variations of those attributes.

The sports betting advertisements were embedded within an online survey, so the usual contextual factors present when respondents view sports betting advertisements were absent. The analysis was also limited to examining differences in the PGSI groups and did not extend to reporting on differences between gender groups, particularly in response to the importance of an attractive non-expert female presenter.

Given recent calls to increase the use of female presenters as sports broadcasters in Australia Mathieson, , future research could explore gender responses to different sports presenters in sports advertising. This study was also limited to adults. Although gambling by minors is illegal, they are exposed to sports betting advertisements during televised sport.

Replicating the study with a sample of minors would identify message attributes of most appeal to young people, which may inform effective regulatory responses. The number of advertisements we could ask respondents to assess was constrained by the project budget relative to the cost of filming, and potential respondent fatigue in assessing more than 20 advertisements.

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Thus, each type of presenter was portrayed by only one actor each, so we could not assess any differences that may have been associated with different genders and ages of each type of presenter. Finally, the study presented advertisements for only one type of sport rugby league and different results may be obtained for other sports given that their advertising and viewing audiences may differ. There has been a growing body of literature examining the extent and impact of the advertising and promotion on gambling across the world, including for sports betting e. This has raised concerns about the use, extent and impact on the harm associated with gambling and impact on the community more generally, with calls for more effective regulatory control.

This study provides new insights into the influence of four different message attributes in sports betting advertisements on eliciting attention, interest, desire, and likelihood of placing the promoted bet. It also informs an understanding of which types of presenters, bets, appeals, and message formats are most salient to bettors at different levels of problem gambling severity. In relation to the presenter type, the attractive non-expert female presenter was found to have a high impact in terms of gaining attention.

The value of having non-experts commentating on topics outside their expertise is questioned in relation to messages that can sway vulnerable groups in the community to partake in harmful activity; and it is believed advertisers should at least be selecting presenters who have relevant expertise in areas where professional advice and commentary is being provided. The most important finding was the overwhelming attraction of the risk-free bet over other bet types, and to all PGSI groups. Wagering inducements have received substantial criticism for their potential to undermine harm minimization and consumer protection, and their advertising is pervasive across a range of media, including within televised sporting events during general viewing times.

Thus, their attractiveness to bettors, potential for harm, and frequent advertising present a potent mix that can be expected to contribute to sports betting problems and addiction. The study also found that problem gamblers are particularly attracted to in-play micro-bets, in accordance with previous research. A prudent approach would be for regulators to tighten restrictions on, or even outlaw, wagering inducements and in-play betting to advance their harm minimization policy objectives.

However, doing so may also risk driving bettors to the numerous unregulated betting websites that are easily accessible, and which provide even less consumer protection. It would also be prudent for operators to stop or at least reduce the offering and advertising of these inducements and micro-bets in line with their responsible gambling objectives; and to cease practices that are likely to induce problem gamblers to increase their gambling. Consumer education to relay the potential dangers associated with in-play betting and wagering inducements may also be useful, particularly if provided by non-industry organizations such as support groups, help services, and public health websites that provide information to gamblers and the public.

Further research into the effects of other types of wagering inducements on betting behavior is also warranted. Funding sources: This study was funded by the Queensland Department of Justice and Attorney-General no grant number assigned. She has conducted unpublished consultancy work for Echo Entertainment, Singapore Pools, and Sportsbet. PV has received research grants from the Queensland Government. ML has received research grants from the Queensland Government. All authors designed the study and wrote the protocol. NH conducted literature searches and wrote the first draft of the manuscript.

PV conducted the statistical analysis. ML reviewed and helped to refine all research materials. All authors contributed to and have approved the final manuscript. The corresponding author affirms that she had access to all data from the study, both what is reported and what is unreported, and also that she had complete freedom to direct its analysis and its reporting, without influence from the sponsors. The corresponding author also affirms that there was no editorial direction or censorship from the sponsors.

The authors report no financial or other relationship relevant to the subject of this article.

National Center for Biotechnology Information , U. Journal List J Behav Addict v. J Behav Addict. Published online Oct Author information Article notes Copyright and License information Disclaimer. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited.

This article has been cited by other articles in PMC. Abstract Background and aims Despite recent growth in sports betting advertising, minimal research has examined the influence of different advertising message attributes on betting attitudes and behaviors.

Methods A novel approach utilizing an experimental design incorporating conjoint analysis examined the effects of: three message formats commentary, on-screen display, and studio crossover ; four appeals neutral, jovial, ease of placing the bet, and sense of urgency ; three types of presenters match presenter, sports betting operator, and attractive non-expert female presenter ; and four bet types traditional, exotic key event, risk-free, and micro-bet. Results The most attention-grabbing attributes were type of presenter and type of bet.

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Discussion and conclusion Given the potential for incentivized bets offering financial inducements and for in-play micro-bets to undermine harm minimization and consumer protection, regulators and wagering operators should reconsider whether these bet types are consistent with their responsible gambling objectives. Keywords: wagering, betting inducements, in-play betting, risk-free bets, micro-bets, live action betting.

Table 1. Open in a separate window. Procedure As the study examined a range of message elements in sports betting advertisements identified from the literature, it was not possible to use existing or genuine advertisements. Figure 1. Ethics The study procedures were carried out in accordance with the Declaration of Helsinki.

Table 2. Table 3. Table 4. Table 5. Table 6. Discussion The most attention-grabbing attributes in our mock sports betting advertisements were type of presenter and type of bet. Conclusions There has been a growing body of literature examining the extent and impact of the advertising and promotion on gambling across the world, including for sports betting e. Conflict of interest The authors report no financial or other relationship relevant to the subject of this article. References Binde P.

Gambling advertising: A critical research review. A science-based framework for responsible gambling: The Reno model. Journal of Gambling Studies, 20 3 , — Using cross-game behavioral markers for early identification of high-risk Internet gamblers. Psychology of Addictive Behaviors, 27 3 , — Independent review of the effects of alcohol pricing and promotion. Part B: Modelling the potential impact of pricing and promotion policies for alcohol in England: Results from the Sheffield alcohol policy model. An empirical study examining the impact of gambling advertisements on adolescent gambling attitudes and behaviors.

International Journal of Mental Health and Addiction, 8 1 , 21— Risks to integrity of sport from betting corruption. Salford, UK: University of Salford. Youth gambling advertising: A review of the lessons learned from tobacco control. Drugs: Education, Prevention and Policy, 16 4 , —