Project

Transitions to more harmful forms of gambling during Covid-19 pandemic: behaviours and targeted marketing in young people and bettors on sport

Funded by UK Research and Innovation.

Collaboration with University of Edinburgh and University of Glasgow.

This study is addressing three major questions: how have gambling practices, and the risk factors around gambling harms, changed due to the Covid-19 pandemic; what has been the effect on gambling marketing; and how have the experiences and practices of high risk groups altered.

The study focuses on two groups at particular risk of adopting more risky, online gambling practices – young adults and sports bettors.

The research team will consider how risk factors – such as boredom, stress, anxiety, financial problems and loneliness – may have heightened during lockdown. It will also look at gambling opportunities unaffected by the restrictions – such as online slots and casino games, e-sports and virtual events – which are associated with high rates of problem gambling.

The team will also look at how gambling behaviours change as restrictions ease, including when major sports events restart.

As part of the project, surveys have been conducted with young people (aged 16 to 24) and sports bettors; gambling companies’ marketing and promotional activities are being assessed; and qualitative interviews have beeen carried out with people who have experience of betting, including those deemed to be in the ‘high risk’ group.

Total award value £464,386.77

People

Professor Kate Hunt
Professor Kate Hunt

Professor, ISM

Dr Nathan Critchlow
Dr Nathan Critchlow

Research Fellow, Institute for Social Marketing

Dr Richard Purves
Dr Richard Purves

Research Fellow, Institute for Social Marketing

Ms Martine Stead
Ms Martine Stead

Deputy Director of ISM, Institute for Social Marketing

Ms Ashley Brown
Ms Ashley Brown

Research Fellow, Institute for Social Marketing

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