Perceptions of gambling marketing among young adults who gamble in Ireland

Abstract

Gambling marketing, which has been reported to influence consumer perceptions and behavior, has attracted growing academic, public and policy interest. There are fewer qualitative studies with young adults however and no research has explored how gambling marketing is viewed by people in Ireland who gamble. One-to-one interviews were conducted with 18–34 year-olds in Ireland, with 8 considered low-risk (those scoring fewer than 3 on the Problem Gambling Severity Index [PGSI]) and 8 high-risk (those scoring 8 or more on the PGSI). Discussions were thematically analyzed. Participants reported high exposure to gambling marketing, most commonly on television and online. They were familiar with myriad gambling-related promotions, including new customer/sign-up offers, free or matched bets/spins, price offers and bonuses, time-limited bets and offers, risk-minimizing offers, jackpots, prizes, and loyalty/rewards schemes. Gambling marketing was thought to influence behavior by prompting participants to place a bet or take advantage of offers and promotions, with participants indicating they had or would bet or deposit more than intended to benefit from an offer or promotion. The findings provide insight into how young adults in Ireland perceive and respond to gambling industry marketing.