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Deakin University launches new study on female gambling and the influence of pop culture on betting

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THE RISE of reality television betting, female-targeted pokie machines and Instagram influencers will form part of new study on women’s changing attitudes towards gambling.

 

The research, undertaken by Deakin University, will analyse if the saturation of advertising is making gambling more socially acceptable for young women.

Associate Professor Samantha Thomas, from Deakin’s School of Health and Social Development, said gambling companies were increasingly targeting women with a range of tailored marketing strategies.

During Melbourne Cup week, online bookmakers were using female celebrities and influencers to promote products in their social media posts.

It also includes the promotion of entertainment options and women’s groups from clubs and hotels, and a range of female-centred entertainment options from the casino,” Associate Prof.  Thomas said.

The manufacturers of poker machines are using branding that is much more friendly and appealing to younger women as well, including the development of Britney Spears, Ellen and Big Bang Theory themed machines.

And bookmakers are even offering gambling markets on events that are popular with young women, such as The Bachelor.

Associate Prof Thomas said women’s traditional preference for luck-based, rather than skill-based, gambling is changing.

Until recently online bookmakers typically gave women a decorative role in advertising, but they are now starting to feature women as the protagonist.

The new Crownbet ad specifically features a woman — Australian actress and model Nicky Whelan — repeatedly using the tagline: ‘If I were a betting man’. The ad portrays a sense of female empowerment and confidence through wagering,” she said.

The new study will access if the saturation of advertising is making gambling more socially acceptable for young women, and why their attitudes towards some forms of gambling, such as sports betting, are changing.

While there has been a significant amount of research on young men and gambling, there is almost no research on the gambling behaviours of young women in Australia,” Associate Prof Thomas said.

We want to properly understand this behaviour so we can develop strategies to help reduce and prevent gambling harm among young women.

Researchers are looking to speak with young women aged 18-34 who have gambled on the pokies, horses, sports, or at the casino in the past year.

To find out more about the study, email gambling.research@deakin.edu.au.

 

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George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

Australia

GTGNetwork.com sign data and games deal with BetEasy

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Vereeni-Investments-partners-with-RB-Capitaled-design GTGNetwork.com sign data and games deal with BetEasy

Agreement will see GTG Network.com deploy consumer-facing data platform with leading Australian bookmaker

Data and technology provider GTGnetwork.com (GTG) has signed a deal with BetEasy to deploy GTG’s iSport Genius product and software.

The ‘betting choice’ content-and-insights platform is designed to inform and educate customers about their choice of bet.

iSport Genius’ interactive consumer-facing platform leverages trillions of pieces of data, and via an intuitively designed interface creates a multitude of engaging calls to action and helps improve the overall experience for punters and sports fans alike.

Nathan Rothschild, co-founder and partner at GTGNetwork.com, said: “Our deal with BetEasy is recognition by another tier 1 operator of the value of our data platform and insights to sportsbooks and its customers. We’re delighted to be working closely with one of the leading operators in Australia.”

Martin Tripp, Chief Trading Officer for BetEasy said, “We’re constantly looking for ways to enhance our customers’ wagering experience and look forward to bringing this deal to life.”

Rothschild will be attending ICE 2020 before a trip throughout the US. If anyone wishes to arrange a meeting to see how GTG can enhance their sports offering, they should contact Nathan.

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Australia

Scientific Games reports record performance at Melbourne Cup

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Scientific-Games-Joint-Venture-Wins-10-Year-Sports-Betting-Contract-In-Turkey Scientific Games reports record performance at Melbourne Cup

 

This year’s Melbourne Cup saw OpenSports hit a peak of 35,000 bets per minute for a single operator that is now hosted fully in the cloud. OpenSports is known for powering seamless player experiences for its partner operators through its proven, reliable and scalable OpenBet platform as seen across key sporting events across the globe.

The demand through peak times during this year’s Melbourne Cup event was 35 percent higher than the maximum number of bets per minute ever seen previously on the platform in 21 years of operation.

The Melbourne Cup is Australia’s most famous annual Thoroughbred horse race. It is a 3200-metre race for horses three years old and over, conducted by the Victoria Racing Club on the Flemington Racecourse in Melbourne, Victoria as part of the Melbourne Spring Racing Carnival. It is the richest “two-mile” handicap in the world, and one of the richest turf races.

Keith O’Loughlin, SVP Sportsbook for SG Digital, said, “This record performance is a great new benchmark for us and for our partners as OpenSports continues to grow. We’re capable of processing record transaction numbers, and our global customers are benefitting from the scalability of our platform.”

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Australia

New laws could trigger a drop in unlicensed iGaming in Australia

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unlicensed-iGaming-in-Australia New laws could trigger a drop in unlicensed iGaming in AustraliaReading Time: 1 minute

The Australian legislators have made some reforms to the Interactive Gambling Act 2001 (IGA) recently and the reforms are likely to trigger a drop in unlicensed iGaming in the country. According to the Australian Communications and Media Authority (ACMA), the unlicensed activity could come down by even 50% this year.

An ACMA revenue could also drop down to €126 million from €285 million last year. The reforms strengthened the authority’s power to act against unlicensed offshore operators. The new laws also contain provision for slapping €5 million penalties per day to offenders

“Over the past year, we’ve moved decisively to disrupt the provision of illegal offshore gambling to Australians,” – said ACMA chair Nerida O’Loughlin . “We’ve made it clear that Australia’s laws are unambiguous. If you provide prohibited or unlicensed gambling services to customers in Australia, you are breaching Australian law and we will take enforcement action,” she concluded.

The ACMA also set up an Interactive Gambling Taskforce, which is determined to educate, engage and enforce action to break down unauthorised gambling operations.

Source: Latest News on European Gaming Media Network

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