Research Project Final.compressed

Adam Banks N0399798
BA Business Management with Marketing (Sandwich Degree)
Nottingham Trent University
2015
Author Bio – Final year Business Management & Marketing Student.
Acknowledgements – I would like to thank all my peers who have helped and
supported me during my research, with a special thank you to my supervisor Paul
Whysall, for his help and guidance. I would also like to thank all the respondents
that participated in the research for this paper. And finally my housemates Joe, Will
and Nathan, for putting up with the nonsense spoken about online gambling and
marketing.

N o t t i n g h a m T r e n t B u s i n e s s S c h o o l

“To explore the usage of online gambling amongst 18 to
35-year-olds and the impact digital marketing has had on
this consumer group“
Nottingham Trent Business School

2
Abstract
Purpose: With online gambling being a heavily under-researched area,
especially among adolescents; this study provides understanding to when
adolescents started to gamble, how they started to gambling, and whether
the digital marketing of online gambling has had any impact on their usage
levels.
Methodology: In order to explore how and when adolescents gamble and
the impact, if any, that digital marketing has had on them this study will
use a multi-method approach. Using both quantitative research, in the form
of questionnaires, and qualitative research conducting semi-structured
interviews. The sample size for the questionnaires is 50, followed by a
sample size of 4 for the semi-structured interviews.
Findings: This study found the use of online gambling among adolescents
as high, mainly due to technological advancements creating easy access.
Furthermore this study found that digital marketing has had a very
significant effect on usage levels, which has led to a number of problems
and negative experiences for these consumers.
Research Limitations: This research will be conducted using a small
sample size, consequently the results and findings might not produce
significant credibility, therefore it is recommended further research should
be conducted with a larger sample size.
Originality: The research undertaken in this study provides vital
knowledge that academics have been calling for. Online gambling is an area
that is remarkably under-researched, and in particular the effects digital
marketing potentially has on adolescent users. This study will help bulk up
the literature that is already available.
Keywords: Online Gambling, Adolescent Gamblers, Digital Marketing,
Pathological Gambling, Addiction, Problem Gambling.

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Table of Contents
1.0 Introduction.......................................................................................4
2.0 Literature Review...............................................................................5
Usage.................................................................................................... 5
Types of usage ....................................................................................... 5
Adolescent usage.................................................................................... 6
Problems caused/associated by Online Gambling......................................... 7
Problems in Adolescents .......................................................................... 9
Problems with the Marketing of Gambling/Online Gambling........................... 9
Conceptual Framework .......................................................................... 12
3.0 Research Design ..............................................................................13
Research Contribution ........................................................................... 13
Research Design ................................................................................... 14
Method Justification............................................................................... 15
A multi-method research approach justification......................................... 15
Research Ethics .................................................................................... 15
Sampling ............................................................................................. 16
Data Analysis ....................................................................................... 18
4.0 Findings and Discussion...................................................................20
Research Question 1 ............................................................................. 20
‘To identify the usage of online usage of online gambling by 18 to 35-year-olds’
.......................................................................................................... 20
‘To explore how 18 to 35-year-olds started gambling’ ................................ 24
‘To understand the impact, if any, that digital marketing has had on their
usage’ ................................................................................................. 27
5.0 Limitations and Future Research......................................................33
6.0 Conclusion .......................................................................................34
7.0 References .......................................................................................36
8.0 Appendices ......................................................................................41

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1.0 Introduction
Gambling around the world has received increasing social acceptance (Yani-de-
Soriano et al, 2012). The gambling industry is enormous and reaps considerable
profit; the industry is linked to political and state institutions and is promoted as
legitimate and practiced by a large portion of the population (Reith, 2007). This
study will explore and look into the use of online gambling by 18 to 35-year-olds,
identifying and examining the impact that digital marketing creates, if any, on
this consumer group. Over the last decade academics have identified that
gambling amongst adolescents is on the rise (Gamcare, 2013; Griffiths and
Parke, 2010). The impact on some of these users is alarming, something that has
recently been heavily talked about in the news. This has been mainly due to
technological advancements and online gambling sites being formed (Griffiths et
al., 2006).
Internet/Online Gambling is continuing to grow at an unprecedented rate.
Griffiths, Derevensky and Parke (2012) state the widespread social acceptance of
gambling, and the adoption of technological advances, within the Internet, have
been key factors in the industry’s growth and popularity. Yet, Griffiths,
Derevensky and Parke (2012) mention that Internet/Online gambling, the way in
which it impacts young people and their lives, noticeably remains an area that is
relatively under-researched. In addition to this Gordon and Moodie (2009)
advised, “there is a pressing need for research into the effect, if any, that the
marketing of gambling has on behaviour”.
Therefore the opportunity to undertake research and investigate the impact
digital marketing may have on consumers appears justified. By conducting this
research it is hoped this study will help fill the gap within the academia, providing
vital information that has been called for on how adolescents gamble, how they
started to gamble and whether the digital marketing of gambling has had any
impact on their usage levels. Before this study commenced there was an
extensive review into the literature already available, gaining vital information on
the topic area. Following on from this is the breakdown of the research design
used in this study, the results and discussion from the research, and the final
conclusion.

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2.0 Literature Review
Usage
With the advancements in technology the Internet has developed rapidly, making
way for new types of gambling online. Gallagher (2013) reported that the UK
online betting industry has soared to the £2 Billion mark (bn), over the next four
years the European industry will have grown by 34%. Similarly the H2 Gambling
Capital (2011) predicted that the global online gambling market would grow from
US $21.2 bn in 2008 to $36.5 bn in 2012, an astonishing 72% growth.
The estimated figure for UK licensed gambling was US $10.1 bn in 2012 (H2
Gambling Capital, 2012), which represents close to a third of the global online
gambling market. Ralph Topping former CEO of William Hill, Britain’s largest
bookmaker, stated that online gambling revenue had increased by 28% in Q3 of
2011 (Yani-de-Soriano et al, 2012). More recently Mintel (2014) reported net
revenue for William Hill’s online operations increased 9.7% to £446 million in
2013, while pre-tax profit was up almost 5% to £144 million (see appendix,
figure 1.0). Although some of these figures are predicted and estimated, it is
clear to see from past and current literature, that the online gambling market
industry is thriving.
Types of usage
The online gambling market offers various different products; Casino games such
as slot and roulette machines, sports betting on events such as horse races,
games and dog races, poker, bingo and lottery games (KPMG International,
2010). Yani-de-Soriano (2012) highlighted that during the last 10 years, levels of
home-based online gambling through the Internet, telephone, interactive TV and
mobile phones has increased, driven by new technologies such as smartphones,
tablets and laptops.
Griffiths et al. (2006,p.37) voiced their concern with the problems caused by
technological improvements; they stated that new technology was well suited for
excessive gambling, which often leads to addiction, due to the frequency of play
and how easy it is to access. They claimed games that provide consumers with a
fast style of play, with frequent wins and the opportunity for rapid replay, such as
the electronic gaming machines, are heavily linked with problem gambling.

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Adolescent usage
Statistics over the last few years have shown an upsurge in the amount of young
people gambling. Gamcare (2013) reported during 2012/13 8,813 people
contacted Gamcare seeking help, and an enormous 63% of the total calls made
were from people aged 18 to 35 (see appendix, figure 1.1). In addition the
amount of 18 to 35-year-olds contacting Gamcare increased by 6.5% from 2012
to 2013. Moreover an article by Dawson and Blake (2013) reported on the
increase of the number of young people with gambling problems. Their study
found that one of the main reasons gambling has increased among adolescents,
is due to the younger generation being more techno-savvy, having the ability and
accessibility to many different platforms such as smart phones, tablets and
laptops etc., allowing them to easily access gambling websites.
Similarly in a study by Griffiths and Parke (2010) they wrote a review on
adolescents gambling; in this study they concluded that adolescents appear to be
very competent in using and accessing new media, which in result, is likely to
expose them to numerous online gambling opportunities. They stated that
because of this, it is critical that adolescents are educated and guided, allowing
them to cope with the challenges gambling can create. In addition they stated
that gambling is not immune to technological advancements, which means many
different forms of gambling are continually evolving, becoming increasingly easy
to access and play by adolescents.
Griffiths and Parke (2010) were particularly concerned with the social-media
platforms that adolescents have access to, which facilitate ‘free-play’ or ‘demo’
modes of casino games. Their evidence suggested these modes play an important
role for adolescents conceptualising and experiencing Internet gambling; and, it
is argued, that through these modes, children are being introduced and groomed
to the principles and excitement of gambling. Interestingly it has been mentioned
that some students view gambling as a skill (Griffiths et al., 2009), which could
be due to early exposure to these demo types where money is not involved.
A similar article by Griffiths, King and Delfabbro (2009) found that 49% of child
Internet users, aged 8 to 17, set up their own profile on a variety of social
networking sites (e.g., Facebook, Myspace, Bebo and Habbo Hotel). An
astonishing figure that indicates many children may have been exposed to

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different forms of gambling, as young as 8 years-of-age. Furthermore Griffiths
and Parke (2010) found that adolescents could easily access online gambling
sites, with studies showing a number of sites failing to provide effective age-
verification checks and procedures.
From Griffiths and Parke’s (2010) research, the main reason the majority of age-
verification checks were ineffective was because many adolescents were using
someone else’s (a third-party's) card, who is over the legal age of 18. Their study
found that only 23% of under age gamblers use their own debit cards to register
and play, meaning that 77% of users are being assisted by using a friends or
parents card. These findings were also found in an earlier study by Smeaton and
Griffiths (2004), their study examined the social responsibility practices of 30 U.K
online gambling sites, one of the main findings was that only 50% of these sites
carried out age verification checks on players. Furthermore a survey by Griffiths
and Wood (2007) found that 17% of adolescents, who had played the lottery
online, had access to their parents’ accounts, either with or without their consent.
From the literature it is clear to see the concerns mentioned in early studies have
become a real issue in life today, with significantly higher rates of adolescents
gambling and developing associated problems. This is mainly due to the ease of
access through technological advancements, plus the fact that adolescents have
evolved with technology resulting in heightened competence.
Problems caused/associated by Online Gambling
With the growth of the Internet, the appearance and establishment of online
gambling, a number of academic researchers had an increasing concern that
gambling online might present substantial harm to individuals, themselves and
society on the whole (Griffiths, 2003; Griffiths et al. 2006; Monaghan, 2009;
Petry, 2006; Smith and Rupp, 2005). The types of concerns these academics had
for individuals were the negative impact on; mental and physical health, social
relationships, financial situations, employment and even academic performance in
younger users (Ladouceur et al. 1994; Sanders and Peters, 2009; Shaw et
al. 2007).

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Problems occurring from the use of online gambling are often the result of
problem gambling, or having an addiction to gambling. Goodman (1990, p. 1404)
describes addiction as “a process whereby a behaviour, that can function both to
produce pleasure and to provide relief from internal discomfort, is employed in a
pattern characterized by (1) recurrent failure to control the behaviour
(powerlessness) and (2) continuation of the behaviour despite significant
negative consequences (un-manageability)”.
A study by Griffiths et al. (2010) looked into the association between gambling,
alcohol and cigarette consumption. The study has shown that problematic
behaviors, such as binge drinking and cigarette smoking are associated to online
gambling. Similarly a study by McBride and Derevensky (2009) found these
associations, however they also stated that problem gambling was also
associated with the use of illicit drugs. They found the use of illicit drugs whilst
gambling troubling, this is because of the resultant distorted decision-making,
and therefore the likelihood of making bad decisions whilst under the influence of
drugs is high. Resulting in the inability to set ‘limits’ whilst under influence.
Additionally they highlighted their concern about the difficult and disturbing
relationship between the Internet and problem gamblers. The main concern of
the relationship is that problem gamblers are considerably more likely to gamble
on the Internet, because it is easier to conceal their identities from others
(McBride and Derevensky, 2009). This concern has more recently been backed up
by GamCare Chief Executive Dirk Hansen, he was interviewed by the BBC on
adolescents gambling, and how they are not receiving the help they need when
gambling starts to become a problem. He stated in the interview that "only a
small number get specialist help, probably around 10% of the overall number of
gamblers. It's often a secret addiction, it's not visible like other problems...
people don't want others to know they have this problem.” (Kelsey, 2014, p.1).
Griffiths (2003) stated that Internet gambling sites offer little in the way of “gate-
keeping” when compared to betting shops, which have staff that can intervene if
they notice an individual who is under age, or under the influence of drugs or
alcohol. Online gambling sites are therefore negligent in providing protection for
those who are vulnerable, such as intoxicated individuals, adolescents and
problem gamblers.

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Problems in Adolescents
Problem gambling appears to start at a young age, the Australian Medical
Association (AMA) (2001), stated that a vast majority of problem gamblers start
gambling before the age of 20, some as young as 8 to 12-years-of-age. They also
mentioned that the negative impact caused from problem gambling not only
affects the individual, it also affects family members and friends and the effects
on society are far-reaching. On average they estimated a single problem gambler
affects 8 other people. The AMA (2001) highlighted the effects from problem
gambling also matched up to the concerns academics had.
A study by Matthews et al. (2009), that focused on students, looking into their
moods whilst gambling online, showed some interesting results. Their study
found that adolescents who have a gambling problem, often have poor mental
health and suffer from a range of negative moods including anger, disgust, scorn,
guilt, fearfulness and depression. It has also been found that problem gamblers
often gamble as a form of escape-based coping strategy, letting them temporarily
alleviate the negative moods they tend to suffer (Wood and Griffiths, 2007).
Gambling to escape has been linked to poor coping skills; the relationship
between maladaptive coping skills and gambling problems has been identified in
adolescents (Gupta and Derevensky 1998), young adults (Nower et al. 2004),
college students (Lightsey and Hulsey 2002), and adults (Farrelly et al. 2007). A
relationship between problem gambling and boredom has also been recognized
by Parke et al. (2007) and Gupta et al. (2006). Failure to cope with boredom was
also highlighted in a report by Gamcare (2006), in the report they emphasized
that boredom is a powerful trigger for problem gambling.
Problems with the Marketing of Gambling/Online Gambling
In 2005 The Gambling Act was initiated in the UK, this was implemented to
update and introduce new regulations governing different methods of gambling,
one being online gambling. The new regulations and legislation meant online
gambling companies have increased their corporate social responsibility
obligations, but also have a less regulated environment, which has led to an
increase of marketing activities (Gordon and Moodie, 2009).

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Whilst there has been an increase in marketing activities to attract customers,
there has been a failure to display responsible gambling signage, which was
shown in research conducted in the UK by Moodie and Reith (2009). Their
research focused on Electronic Gaming Machines (EGM), and within it showed the
majority of sectors in the gambling industry failed to use responsible signage,
consequently not adhering to licensing conditions. Their research highlighted that
because the
licensing conditions in the UK were not clear and obvious, coupled
with deregulation, the gambling industry dictated what is meant by ‘being
responsible’, leaving the industry to define what measures were adequate to
meet licensing conditions.
With the upsurge in marketing activities, there have been a number of questions
raised regarding the activities employed by gambling companies (Yani-de-Soriano
et al, 2012). Many academics have stated that current legislation may be
insufficient in protecting minors and young adults (Matthews et al. 2009;
Monaghan, 2009; Smith and Rupp, 2005). Blaszczynski, Ladouceur and Shaffer
(2004) shared a similar view; they showed their concern with the marketing
activities of online gambling companies. They emphasized that a review of the
standards set for advertising is needed; this included signage, incentives to
gamble, monitoring compliance with ethical standards of practice and regulatory
commercial requirements.
Recently, O'Reilly (2014) and McCabe (2014) reported that Ladbrokes, a UK
betting company, had two adverts banned (see appendix 1.2, 1.3) by the
Advertising Standards Agency for endorsing irresponsible attitudes to gambling.
There were further complaints stating that the Ladbrokes campaign was
irresponsible because it could easily be seen by under 18s. Griffiths (2010)
highlighted another concern with certain promotional activities used by online
gambling companies, for example, the use of loyalty schemes and promotional
bonuses which reward hardcore players. He stated that although these activities
are commonly used in other industries, they should not be practiced in the
gambling industry, because they can fuel addiction. Griffiths et al. (2006)
emphasised that addictions are fundamentally about the speed of rewards,
meaning the more potential rewards made available, the more addictive an
activity is likely to be.

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Additional concern has been raised about the way online gambling companies
attract new customers. A study by Sévigny et al. (2005), found that an
astonishing 39% of online gambling companies, had inflated payout rates over
100% when a player was in a demo mode. These unrealistic rates were not
replicated when the player started to play for real money. The main reason for
undertaking this study was due to the fact the gambling industry is heavily
unregulated, as stated previously by academics.
The exploitation of customers was a major concern highlighted by Griffiths et al.
(2006). They were concerned with the lack of privacy players have; because
online gambling companies know everything about their customers behavior
through their databases, this allows them to tailor their marketing and offer
benefits to individual players accordingly, for example offers of ‘free cash’ and
‘free bets’. Griffiths et al. (2006, p.36) expressed “there is a fine line between
providing what a customer wants and exploitation”.
From the literature reviewed and the astonishing rate at which the industry has
grown, it is apparent that online gambling companies have managed to recruit,
register and retain customers. However, there is a major concern into the
marketing activities used by online gambling companies, and how it affects their
consumers. Yani-de-Soriano et al. (2012) believed that the major task the
industry faces is deciding between maximizing revenue and preventing harm.
Conversely, this view might be something that is unrealistic, as research by
Hancock et al. (2008) showed that problem gamblers provide a substantial
amount of revenue, estimated between 30-50%. Similarly research by Gambling
Research Australia found that 70% of revenue from EGM’s comes from problem
gamblers (Yani-de-Soriano et al, 2012).

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Conceptual Framework
The conceptual framework for this study (see figure 1.0), has been constructed
after the extensive review of the available literature on the topic area, the
researcher has identified and highlighted the key reasons to why adolescents
gamble. What the framework shows is the complexity of reasons why adolescents
gamble, some being behavioral and psychological, such as addiction, boredom
and escapism. Others being due to advancements in technology, leading to easy
access 24hrs 365-days of a year.
Figure 1.0: Conceptual Framework Model
Why do adolescents
gamble?
Addiction
Adverts
Technology
Online
Access
Boredom
Peer
Pressure
Ease of
access
Socializing
Escapism

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3.0 Research Design
Research Contribution
Following the extensive review of the literature surrounding the topic area, it is
clear there is a pressing need for further research to be undertaken. Parke and
Griffiths (2011) voiced that gambling pathology is an area that is recognised to
be a considerably under researched phenomenon. Similarly Gordon and Moodie
(2009) advised, “there is a pressing need for research into the effect, if any, that
the marketing of gambling has on behavior”. Furthermore Griffiths, Derevensky
and Parke (2012) indicated that online gambling, the way in which it affects
young peoples’ lives, is an area that is noticeably under researched.
By conducting this research the researcher wishes to help bridge the gap in the
literature, adding depth and providing results that can be used to understand the
reasons to why adolescents gamble, plus any implications it may have had on
their lives and usage. To achieve this and help bridge the gap, the following
research questions have been formed (see figure 1.1).
Figure 1.1: Research Questions (RQ)
!
This research paper will answer the following questions:
RQ.1:
RQ.2:
RQ.3:
To identify the usage of online gambling by 18 to 35-year-
olds.
To explore how 18 to 35-year-olds started gambling.
To understand the impact, if any, that digital marketing has
had on their usage.

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Research Design
Because of the exploratory nature of the research it is essential that the right
research design was formed. The importance of this was emphasised by
Saunders, Lewis and Thornhill (2012), they stressed that the wrong research
design could produce the wrong results. Exploratory research was identified by
West (1999), as the correct type of research when knowledge levels are low, and
there is insufficient information within a research area.
As the aim of the research is to explore, two types of research approaches were
used, these are quantitative and qualitative research. The quantitative approach
was implemented by the use of 55 questionnaires, this enabled the researcher to
collect a basic level of data to analyse, such as; what point adolescents started
gambling, identifying the types of gambling they are involved in, their usage
levels, the devices they used to gamble, and if there has been any impact on
their usage levels caused by the use of digital marketing. The qualitative
elements consisted of conducting 4 semi-structured interviews; there were also a
selection of open-ended questions within the questionnaires that were sent out.
Following the collection and analysis of the data gathered in the questionnaires,
the semi-structured interviews were then conducted using 4 participants, the
interviews allowed the researcher to delve deeper into the themes that have
emerged from the literature reviewed, and the results from the questionnaires,
thus gaining an enhanced understanding. The research design followed an
adapted model by Bryman and Bell (2003, p.283) see figure 1.2.
Figure 1.2: Research design
!
!
General Research
Questions
Conclude Findings
Conceptual/Theoreti
cal Framework
Interpretation of
Data
Data Collection
Questionnaires
Semi-Structured
Interview
Tighter specification of
the research question(s)
Collection of further data
Adapted from Bryman and Bell 2003:283
Data collection
Interview
questions formed

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Method Justification
Saunders, Lewis and Thornhill (2012) stated that when conducting exploratory
research, interviews and focus groups are ideal. They also indicated that semi-
structured interviews are best as they allow the researcher to probe for answers,
and mean the researcher can choose where they want the participants to explain
further, or build on initial responses.
The use of quantitative methods, which in this case was handing out
questionnaires to get the basic information, allowed the researcher to be concise
with the presentation of the data. The researcher was able to use tables and
charts, which is an effective way of organizing statistics and communicating it to
others (Denscombe, 2014). It was also the basis of which the researcher was
able to identify and form questions from the findings, for the semi-structured
interviews, that followed on from the questionnaires.
One of the advantages of using qualitative research is the richness and detail to
the data (Denscombe, 2014), which is suited to the exploratory nature of this
research. Descombe (2014, p.302) also stated that the use of qualitative
methods stops ‘armchair theorizing’ or ‘ideas picked from thin air’, as the findings
are based upon evidence drawn from real-world settings.
A multi-method research approach justification
A multi-method research approach over the years has increasingly been
supported and promoted within research, this is because it is expected that it
overcomes the weaknesses associated with using a mono-method approach. A
multi-method approach has also been found to provide a richer approach to data
collection, analysis and interpretation (Bryman, 1988).
Research Ethics
The research undertaken for this paper followed the recommended ethics and
practice when conducting research. This was first done by obtaining ethical
approval from the university ethics committee for the study, and then for the use
of questionnaires and semi-structured interviews. Denscome (2014) stated that
there are four key principles that underlie codes of research ethics, these were
applied to this study, and the actions that were implemented can be seen in
figure 1.3.

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Figure 1.3: Research Principles Table
Sampling
Due to the exploratory nature and small sample size of this study, the research in
this paper used an exploratory sample. Denscombe (2014) stated that this type
of sample is used as a way of probing topics that are unexplored, and acts as a
way of discovering new theories and ideas; the main point is it allows the
researcher to generate new information and understandings.
The study sample was also a non-probability-purposive sample; the reason for
using a non-probability sample was due to the small size. Due to funding
restrictions, as supported by Denscombe (2014) it was also not feasible for the
study to use a larger sample size. By using a purposive sample this enabled the
researcher to use their judgment, to pick the participants that best enabled them
to answer their research questions (Saunders et al., 2012). In reality this meant
the researcher chose 4 participants from the 55 respondents that completed the
questionnaire; they varied in age, gender and the level in which they gamble. The
study’s total sample and the breakdown of the respondents are listed in figure
1.4.
Principle Action Taken
Participants’
interests should
be protected
Considerations will be made in advance to identify
and eradicate the chance of physical, psychological or
personal harm by participating in the study. Gaining
ethical approval from the university will ensure this.
Participation
should be
voluntary with
informed consent
Participants will never be forced to help with the
research it will always be voluntary. They will be
provided will sufficient information to which they can
then make judgment. An interview consent form will
be issued for this study, with all the necessary
information and details on how to pull out if they wish
to.
Researchers
should be open
and honest
The researcher will be open and explicit about the
nature of what they are doing. Holding high standards
of professionalism and honesty.
Research should
comply with the
laws of the land
This research will abide by all the local laws and will
not practice anything deemed unethical even if it is
perfectly legal. Data protection will also be used to
protect the information of participants.
!

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Figure 1.4: The Research sample
The semi-structured interviews in this study followed the recommended structure
specified by Keats (2001), which consists of an opening phase, main body, and
closing phase. The use of an opening phase allowed the researcher to inform the
participant with information about the researcher, the study, and methods used.
This stage was a crucial stage in the interview process, because it helped the
respondent to relax from any initial nerves and tensions, as only simple facts
were being provided at this stage of the interview.
The main body of the interview was the second stage, here the researcher
developed the main themes and explored the responses provided by the
participant. It has been stated by Keats (2012) that at this point of the interview
there will be a greater amount of flexibility, allowing the researcher to build on
the responses provided. The final part of the interview was the closing stage,
here the researcher slowly unwound from the interview, as sometimes interviews
can be quite long and tiring for both the researcher and the participant, both
cognitively and emotionally. See figure 1.5 for a brief summary of the interview
schedule that was implemented for this study.
Name Gender Age Do they gamble regularly
(Yes/No)
Respondent 1 (R1) Male 21 Yes
Respondent 4 (R4) Female 21 No
!

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Figure 1.5: Interview Schedule

Data Analysis
To analyse the data gathered the researcher used two different methods, one for
the quantitative data and another for the qualitative data. The data gathered
from the questionnaires was processed through the statistical program ‘Qualtrics’,
this software allowed the researcher to use tables, bar charts, pie charts and
produce cross-tabulations where necessary. The software also allowed the
researcher to have confidence in the findings due to the software being very
precise (Denscome, 2014).
!
Opening
Phase
Information of Researcher – Details of the
researchers background, university and supervisor
will be provided.
Details of Methods used - Information on the
methods used and how the data will be collected
(voice recorder).
Consent and Withdrawal - Permission will be
obtained for the participation in the interview and
for the use of an audio recorder. Information on how
to withdraw for the study will also be provided
Obtaining Background Data – As much general
background information will be obtained at this
phase, mainly putting the respondent at ease.
Main Body of
interview
General themes - the topic area will be briefly
discussed freely to ease the respondent into the
interview.
Semi-structured questions – the questions
formulated by the researcher will be put forward to
the respondent.
Building on Responses – the researcher will probe
and build on any responses.
Closing
Phase
Winding down - the researcher will ease out of the
interview, returning to general conversation.
Researcher Contact Details – all the contact
details necessary will be given to the respondent
incase they need to contact the researcher after the
interview.
Acknowledge the Participant – the participant
will be thanked and ask if they have any questions
or feedback.

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To analyse the qualitative data obtained through the semi-structured interviews,
a modified version of the grounded theory approach was adopted. This type of
approach is primarily associated with the analysis of interview transcripts, which
was well suited for this study. The researcher then scrutinized the text gathered
in detail, this then lead to a gradual process of coding and categorizing of the
data, this process is shown in figure 1.6.
Figure 1.6: The grounded theory approach modified from Denscombe
(2014, p287)
!
Theory
Concepts
To identify the usage of
online usage of online
gambling by 18 to 35-
year-olds
!
To understand the
impact, if any, that
digital marketing has
had on their usage
To explore how 18 to
35-year-olds started
gambling
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Qualitative Data
Code
A
Code
B
Code
C
Code
D
Code
E
Code
F
Code I
Code
H
Code
G

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4.0 Findings and Discussion
After the extensive review of the literature available, followed by the outline of
this study’s research design, this section of this paper will present the key
findings from the research undertaken, drawing upon the data found in both
research methods used (questionnaires + semi-structured interviews). This will
provide the information to which the researcher can form a discussion. The
structure of this section will follow the order of the research questions shown
earlier in this paper, to revisit and refresh; the research questions are shown
below (see figure 1.7).
Figure 1.7: Research questions

Research Question 1
‘To identify the usage of online usage of online gambling by 18 to 35-
year-olds’
From the 55 questionnaires distributed the results showed an interesting statistic,
84% of the respondents were male, with the remaining 16% female. The level of
difference between genders is remarkable; this finding is also comparable to
earlier studies discovered in the literature review, where research had shown that
the majority of gamblers were male (Griffiths et al, 2009a; Matthews et al. 2009;
McBride and Derevensky, 2009).
!
RQ.1:
RQ.2:
RQ.3:
To identify the usage of online gambling by 18 to 35-year-
olds
To explore how 18 to 35-year-olds started gambling
To understand the impact, if any, that digital marketing has
had on their usage

21
Out of the 55 respondents the most popular age group was 22-25 years-of-age
representing 44%, closely followed by 18-21 years-of-age with 33%. The two
lower age groups were noticeably larger than the two older age groups see figure
1.8 below. Which appears to be similar to the literature explored earlier in this
study, it also appears to fit in with the results of the GamCare (2013) report,
which showed adolescent gambling is on the increase.
Figure 1.8: Age of Questionnaire Participants Chart
None of the respondents that completed the questionnaire were unemployed,
which may seem surprising; however given the fact that the sample size in this
study is relatively small, it is understandable. The results showed that 35% of the
respondents were in full-time employment and 6% part-time; the remaining 63%
were students, in full-time education (see figure 1.9). This result backs up the
findings from Griffiths et al. (2009a) study discovered in the literature review,
which found students gamble because they believe they have a higher chance of
winning because they see certain types of gambling, such as poker, as a skill. The
literature also unearthed how some gambling organisations have used this
perception to market gambling, which was heavily scrutinized, and eventually
banned (see appendix 1.2).
R3 - “ I play poker to make some extra money whilst at university. Poker
for me is more a game of skill than any other type of gambling, which is
solely based on chance”
!
!

22
Figure 1.9: Employment status of respondents graph
During the last 12 months 78% of the 55 respondents had gambled online, this
high percentage mirrors the statements made by academics and results shown in
earlier reports, that online gambling has grown popular at an astonishing rate
(Yani-de-Soriano et al, 2012; Gamcare, 2013, Gallagher, 2013). For the
respondents that had gambled in the last 12 months, they were asked what types
of online gambling they used; online sports betting (football, horse-racing, rugby
etc.) was used by nearly all of the 42 respondents with 95%, online casino games
was second with 45%, and third was online ‘live’ casino games with 36% (see
figure 2.0). Interestingly, online virtual sports, was used by only 7% of users;
this may be something that catches on in the near future, as, if the industry
continues to grow at the rate it has done over the last few years they may need
more events to show.
R2 – “ I bet every weekend on the Football, if there is any Horse-racing
during the week I normally put a few small bets on. I do occasionally play
roulette and blackjack when I am bored”
R1 – “ I only really bet using accumulators (football) now”
!
35%
5%
60%
Employment Status
Full Time Employed
Part Time Employed
Student
Unemployed

23
Figure 2.0: Types of online gambling used table

The most popular device used to gamble was a laptop with 76%; the second
most popular device used was a smart phone with 75%, and then a tablet with
31% (see figure 2.1). This is an interesting result and supports the statements
made by several academics, who said that the ease of use and accessibility is a
feature that is heavily liked, furthermore, taking into account that the majority of
the respondents were adolescents, it is clear to see the younger generations are
becoming more techno-savvy (Dawson and Blake, 2013).
R3 – “I got my own laptop at the age of 14-15… was a lot easier to
gamble on that... I use my iPhone mainly now via online gambling apps”
R2 – “I mainly gamble using my phone, it makes it easier as I’m not
normally at home, when I am at home though I do use my iPad”
Figure 2.1: Devices Used to Gamble Chart
!
# Answer Response %
1 Online Casino Games 20 45%
2
Online Card
Games/Tournaments
13 30%
3
Online Sports Betting
(Football, Horse
Racing, Rugby,
Basketball etc.)
42 95%
4
Online Live Casino
Games
16 36%
5 Online Bingo 0 0%
6 Online Lotto 8 18%
7 Online Virtual Sports 3 7%
8 Other 0 0%
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!
!
!
!
!
!
!
!
!
!
0%
10%
20%
30%
40%
50%
60%
70%
80%
Laptop Smart
Phone
Tablet Desktop PC Interative
TV
Other
Devices Used to Gamble Chart

24
Research Question 2
‘To explore how 18 to 35-year-olds started gambling’
The results from the questionnaire showed that 45% of the respondents started
to gamble during the age of 18-22 years-of-age, however the results showed an
alarming finding, 51% of the respondents started gambling when they were
under the legal age of 18. A huge 36% started between the age of 13-17, even
more shocking and alarming was the finding that 15% started as young as 8-12
years-of-age (see figure 2.2). These results are similar to a number of different
studies discovered in the literature review (AMA, 2001; Griffiths and Wood, 2007;
Gupta and Derevensky, 1998). Additionally the results are similar to the data in
the Gamcare (2013) report, which showed a lot of consumers start gambling at a
young age, evidenced by the main group of people using call centers for help
were adolescents. The findings also correspond to the statement made in a report
by the Australian Medical Association (2001), that some consumers start
gambling from as young as 8 years-of-age.
R4- “I started gambling when I was around 11-12 years-of-age”
R1 – “I started gambling at 13-17 years-of-age”
Figure 2.2: Age that participants started to gamble graph
!
!
!
!
!
!
!
!
!
!
!
! !
15%
36%
45%
4%
Age that Participants Started to Gamble
08-12
13-17
18-22
22-26
27-31
32-36
Years of age

25
A cross tabulation, see figure 2.3, was made to see if there was any difference
between genders and the age they started gambling. The results show that some
males in this study started gambling as early as 08-12 years-of-age, considerably
below the legal age of 18 years for gambling and younger than the majority of
females; however it should be noted that females also started early, between 13-
17 years-of-ages which is also under the legal age .
Consideration must be given to a limitation of this result; the majority of the
respondents were male, it is suggested future research should try to use an equal
gender spilt, or as close to equal as possible with a much larger sample size.
Figure 2.3: Cross Tabulation of Gender/Gambling starting age
Following the question of what age the respondents started to gamble, was a
question on what types of gambling they used within the first year of them
starting, and where they engaged with these, either in-store or online.

26
After analysing the data to determine which option was chosen to start gambling,
it was interesting to note the majority of respondents, across both genders, chose
the in-store option. (see figure 2.4). Considering the effectivity of measures put
into place for age verification, which is higher in-store than online, as found in
Griffiths (2003) study; the results suggest 1 of 3 possibilities; either the
respondents 1) did not get challenged about their age, 2) they may have been
assisted by someone over the legal age which had been found in Griffiths and
Parke’s (2009) research, or 3) that they may have used fraudulent identification.
A number of these possibilities were found to be true after conducting the
interviews (see quotations below). The top three types of gambling in-store were
the lottery, scratch cards and casino games. For online gambling the top three
were sports betting, and casino games followed closely by poker (see figure 2.4).
R1 – “I played the lotto up until the age of 16, I did it with my
dad… I chose the numbers and he went and paid for the ticket”
R4 – “When I was younger (11/12 years-of-age) I played the
lottery with the help of my parents… My nan also used to by me
scratch cards every now and then”
R2 – “I used to take a risk and go in store when I was 16/17, I
only got asked for ID a few times, the rest of the time I got away
with it”
Figure 2.4: Gambling types used in first year of gambling
!
!
!
!
!
!
!
0
5
10
15
20
25
30
35
Online
Games
Sports
Betting
Poker Bingo Lottery Scratch
Card
Gambling types used in first year of gambling
Online Gambling In Store Gambling
Count

27
Research Question 3
‘To understand the impact, if any, that digital marketing has had on their
usage’
The results from the questionnaire showed a definitive answer when looking into
the use of social media amongst 18-35 year-olds. When asked whether
respondents have used social media (e.g Facebook, Twitter, Instagram) 100% of
them responded saying yes. This result shows the potential effect that digital
marketing could have through social advertisments or social media accounts as
significant. The result also links to Griffiths and Parke, (2010) study unearthed in
the literature review, which highlighted the concern advertisements or pages on
social media accounts can lead to adolescents gambling, as adverts are
frequently shown on pages and can be easily read by adolescents.
R1 - “Facebook and Twitter is where I see most
advertisements”
R3 – “I follow lots of bookmakers on Twitter, I see multiple
advertisements daily”
This concern was reinforced from the questionnaire results. Following the
question mentioned above, the respondents were asked the frequency of how
many times they use social media a day; 75% of the respondents stated they
used social media between 5-10 times a day, 16% 0-5 times a day and 9%
almost everyday (see figure 2.5). When asking the respondents whether they had
been exposed to any form of gambling online 96% said yes (see figure 2.6).
Figure 2.5: How often respondents use social media table
!
# Answer Response %
1
0-5 Times
a Day
9 16%
2
5-10
Times a
Day
41 75%
3
Almost
Everyday
5 9%
4
Once a
Week
0 0%
5
Once a
Month
0 0%
6 Never 0 0%
Total 55 100%

28
Figure 2.6: Exposure to online gambling advertisements in the last
12 months table
To add further, when respondents were then asked to state where they saw those
advertisements, the results showed some interesting findings. Pop-up adverts
and TV-adverts showed up as the highest form in which the respondents saw
gambling advertisements with both at 84%, second was via email with 71%,
Facebook with 69% and twitter 45% (see figure 2.7).
R2- “I often see pop-up adverts when I’m on the Internet,
they are really annoying”
R4 – “Lots of Bingo advertisements during daytime TV”
Figure 2.7: Where gambling advertisements were seen online
Respondents were asked whether the adverts they saw lead them to gambling
online, the result showed 44% stating ‘no’ and 56% stating ‘yes’, when first
looked at this result appears surprising when compared to the results for the next
question. However given the rate in which an individual is being exposed to these
adverts, it seems that not all influence people to gamble all the time, but when
an individual sees an offer ‘too good to refuse’, an ‘in-play’ offer or something
that relates to them at that period of time, they do tend to gamble.
!
# Answer Response %
1 Yes 53 96%
2 No 2 4%
Total 55 100%
!
!
!
!
!
!
!
!
!
!
!
! !
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Where gambling advertisements were seen online

29
The results for the next question suggests that the statement made above is
correct, when respondents were asked if ‘the digital marketing of gambling had
any affect on their level of usage’, 67% responded ‘yes’. Although this figure
seems to contradict the result from the previous question, it does appear correct.
When cross tabulating the two results together it is clear that the results show
that advertisements the consumers have received do lead them to gamble (see
figure 2.8).
R1 – “I would not say daily as I am not addicted, but (digital
marketing) certainly it has had a big impact on me”
R2 – “Digital marketing has definitely lead to me gambling
more when I think about it, I am regularly drawn in by
special odds shown at half time during football matches”
Figure 2.8: Cross tabulation of questionnaire questions 16 & 17
The respondents that stated digital marketing had affected their usage level,
were then asked to rate the extent of how much their usage level was affected on
a scale of 1 to 10, 1 being not at all and 10 being strongly affected. The results
showed the majority of the respondents had been affected quite significantly, the
top three responses were 7 with 21%, 6 with 15% and 8 also with 15% (see
figure 2.9).

30
Figure 2.9: Extent of how much digital media has affected usage levels graph
At the end of the questionnaire the last question was a text response, asking
respondents, if digital marketing did affect their usage level how did it, either
negatively or positively. The majority of responses stated they had been affected
negatively; with only a small number of respondents claiming it had a positive
effect. The strongest theme that appeared was the affect that ‘in-play’ advertising
was having on consumers, many stating that this has affected them negatively
because they lost, also mentioned is that it led to placing more bets then they
had originally placed. The responses generally stated that often these ‘in-play’
offers have inflated odds that attracted them. Some of the responses are shown
below:
“The biggest effect on me… in-play sports betting now being advertised
during sports matches… or just before… perfect excuse to gamble with
very generous/audacious odds”
“Half time ‘live-odds’ betting encourages me to put on a further bet. Often
loosing”
“In-sports betting captures me if any with high odds”
!
5%
5%
5%
5%
10%
13%
15%
21%
15%
3% 3%
How much digital media affected usage
levels
0
1
2
3
4
5
6
7
8
9
10
Scale of levels

31
Inflated odds or odds that were too good to refuse popped up frequently in the
responses gathered, it appears that many of the respondents were lured into
gambling by these bets. This links to the literature shown earlier in this paper,
that stated often online gambling companies lure consumers in and then keep
them when they become engrossed or addicted (Griffiths, 2010). A few of the
responses actually stated that these offers were fake and often a trick, appearing
not as good as they appeared to be, again this finding is similar to the concerns
stated in Sévigny et al (2005) paper. A few examples are shown below:
“I signed up to websites because of adverts or promotions I was exposed
too… ‘free-bets’, ‘free-money’, ‘free-spins’… at the time appeared too
good to turn down… bad experiences… not as good as they appear”
“Special accumulator odds and match odds etc. It certainly had a big
impact on me, especially during my university career”
“Ads would give great odds or free bets which hooked me in…later found
out these odds and free bets were bogus”
Some respondents mentioned that they feel like they are being ‘bombarded’ and
‘harassed’ via email or text, increasing the temptation to gamble. This result links
to the concerns Griffiths et al. (2006) stated with the privacy players had, as
often online companies tailor their offerings for their users, then send them via
email or txt. Some responses are shown below:
“Constant bombardment of email increases the temptation to use online
gambling. Offers such as Free Bets are very attractive”
“Constant harassment via txt and email led me to gamble more”
“I receive many text messages from gambling shops such as Ladbrokes
and Sky”
Not all of the responses were negative, a small number reported that digital
marketing of gambling had affected their lives positively; one response said that
it acted as a reminder to bet, another stated that it made them aware of ‘first
time bonuses’ and using them increased their winnings. Examples are shown
below:

32
“It served as a reminder… renew my lottery numbers… it is a positive
thing… sometimes it encourages me to spend more money”
“I have used first time bonuses to increase winnings”
There were a few interesting responses, these were the respondents that seemed
aware or educated about the ‘too good to be true offers’, or the problems
gambling can develop. Some respondents stated that they had seen a friend/s
have a ‘bad experience’, ‘be captured’ or ‘led down a dark path’. One response
stated that their friends post pictures of their betting slips on social media sites,
which then acts as a platform for communication. See examples below:
“Promotions that seem too good to miss… encourages usage… this could
lead to a gambling problem”
“Friends whom are captured”
“These marketing promotions are wrong… should not be allowed… often
lead people down a dark path… letting them get hooked”

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5.0 Limitations and Future Research
After conducting this research, the researcher compared it to findings from earlier
studies presented in the literature review. The difference in sample size is
noticeably smaller and as per earlier studies heavily male dominated. A further
limitation is the respondents mainly came from two geographical areas within the
UK, the Midlands and London areas. Consequently, the results and findings may
not merit as much credibility when applying on a wider scale to adolescents
across the UK.
Nevertheless, it should be noted that many of the results from the research were
similar, mirroring results from earlier studies discussed. It could therefore be
presumed they merit considerable credibility overall to the sample used,
particularly in the areas where it adds to literature calling for further research,
bridging the gaps to areas that have not been researched at all, or seriously
under-researched.
It is recommended future research should be conducted with a larger sample
size, one that should be weighted equally in gender, or as close as possible.
Whilst the sample should cover all areas of the UK, as the differences in
behaviours and standard of living could produce different results, geographical
location may not completely change the results of a study solely focused on
online gambling. Technological advancements and the ease of access to
numerous platforms, as discussed earlier in this paper, are available to all,
impacting the effects enough to support the findings that, regardless of location
the experience and services available are the same.

34
6.0 Conclusion
From the literature reviewed and this study’s research results it is evident that
the online gambling industry is thriving with significant growth over the last
decade, even through periods of a global economic recession. The use of
gambling has become increasingly accepted within society, especially amongst
adolescents; combined with new technologies this has led to the extensive
increase in adolescent gambling.
The results from this study, together with recent literature discovered, have
shown that the previous concerns of academics have now become a disturbing
reality. The lack of protection, the influence of digital marketing and ease of
access to online gambling platforms, particularly for adolescents, is alarming. This
has ultimately led to a significant increase in the number of young people
becoming addicted and its associated problems.
The literature review unearthed marketing dilemmas and unethical advertising
approaches. This study’s research supported these findings with many of the
respondents stating they had been misled or tricked by certain marketing
activities.
In relation to RQ.1 this study’s results found gambling among adolescents to be
significantly on the increase, verifying the figures published in the Gamcare
(2013) report. The bulk of respondents stated they regularly gambled online
within the last 12 months, proving the increased popularity of adolescent online
gambling, comparable to earlier studies (Yani-de-Soriano et al, 2012; Gamcare,
2013, Gallagher, 2013). Technological advancements in platforms, including
smartphones and tablets, contribute to the root cause of the rise in adolescents’
usage levels as online gambling is now easily accessible, 24 hours-a-day, 365
days-of-a-year, a fact confirmed by the majority of respondents stating they
primarily use these devices to gamble. This finding is similar to the statement
made by Dawson and Blake (2013) indicating younger generations are more
techno-savvy and therefore well suited to these changes.
Whilst exploring how respondents started to gamble for RQ2, this study found a
large number started well below the legal age of 18-years-of-age. This alarming
discovery mirrors findings in earlier studies (AMA, 2001; Griffiths and Wood,
2007; Gupta and Derevensky, 1998). The majority of respondents started
gambling ‘in-store’ using lottery tickets, and scratch-cards. This becomes an
interesting finding when comparing the considerable gatekeeping practices in-

35
store to those of online gambling websites. Research discovered this was due to
the purchase being assisted by an adult over the age of 18 years of age,
corresponding to findings found in an earlier study (Griffiths, 2003).
Research of the impact digital marketing had on consumer levels for RQ.3, found
it had a significant influence on consumer usage levels. Similarly this is attributed
to technological advancements; many gambling organisations have presence on
social media platforms with advertisements, allowing them to easily capture a
vast audience of potential consumers. The study found this is particularly suited
to younger age groups, whose usage of social media, Facebook, Twitter etc. as
significant. Live ‘in-play’ advertisements appear to have the largest impact; many
respondents stated they have gambled after seeing an advert on TV and social
media sites, or by receiving an email or text message. Some respondents stated
it led them to place more bets than was usual and likened the effects of the
volume of ‘offers’ as “being bombarded” and “harassed”, this supports the
concerns Griffiths et al. (2006) had with players’ privacy.
Many of the respondents remarked that the digital marketing of gambling had
affected them in a negative way, mainly financially. They also felt they were
being misled by the marketing activities of gambling companies, stating that
promotional offers offering free-cash and free-bets were not as lucrative as they
first appeared to be, matching the findings from Sévigny et al. (2005) paper.
This inadequately regulated issue of online gambling amongst adolescents’ is
attracting mounting pressure as it parasitic presence grows. It will be interesting
to see how government responds for a review on legislation regarding the ease of
access and what policies (safe harbour rules) should be put in place for marketers
to adhere to.

36
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8.0 Appendices
Appendix 1.0 William Hill Financial Figures Table
(Mintel, 2014)
Appendix 1.1 Gamcare Statistics Table
(Gamcare, 2013)
Appendix 1.2 – Ladbrokes Banned Adverts
(O'Reilly, 2014)

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Appendix 1.3 Ladbrokes Banned Adverts
(McCabe, 2014)

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Appendix 1.4 –Questionnaire Example Page 1/5

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Appendix 1.5 Interview Consent Form Example

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Appendix 1.6 Interview Transcript 1/5
Interview Transcript 16/2/2015
What age did you start to gamble?
I started at 13-17 years of age
Ok, so what types of gambling did you first start using?
I started online as it was easier to access
Ok, so did you never use in-store types of gambling such as
scratch cards and the lottery?
Yes I did, I played the Lotto, up until the age of 16, I did it with my dad.
Once I was 16 and I could legally do it I did it on my own.
So did you choose you numbers and your dad pay for the ticket?
Yes, that is what I did
And was that a regular thing?
Yes, I did it every week when I was younger.
You stated earlier that the main form of gambling you started with
was online gambling, how did you access these gambling websites
whilst you were under the legal age of 18?
I used to actually play the games where you did not play with real money.
It was the simulation games (demo modes). After a while I realized that
you could put in fraudulent details and play with real money. Or make up
your age is what I mean so you were 18.
Interviewer – RED TEXT
Participant – BLACK TEXT

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When you played the demo modes of the games, what did you
perceive them as if you were not playing for real money? Did you
view it as a game of skill?
I played them for the enjoyment, because you knew you were not going
to lose anything, there was no fear factor there.
The fear factor of gambling is actually quite an enjoyable part of gambling
sometimes, not know if you are going to win or loose an amount of
money.
What they did do was allow you to get used to the games like blackjack
and poker, they allowed you to get better for when you play later with
real money
With blackjack, poker and texas holdem poker, how did you view
these games compared to slot machines and roulette? Do you see
them as chance or a game of skill?
I still see them as a game of chance overall, as at the end of the day as
much as you could estimate and try to work things out its still not sure
what card is going to come out, or under your hand if you are playing
poker for example. But I will say that there is a lot more skill involved in
that when comparing them to slot machines, roulette and fruit machines.
Personally I think those types are a waste of time.
Is that because you feel as if you have less chance of winning in
those types of game?
Yes, those games are all just about luck, there is not anything to them,
you are just putting money in and hoping for the best.

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We briefly touch on how you entered the online gambling sites
with fraudulent information, can you explain how you entered
these sites when moving from the non-monetary to monetary
when you were under age As many of these sites has age
verification checks in place?
I used my friends account that was over the legal age of 18.
So you had some assistance?
Yes.
What types of devices do you use and what types did you start
using to gamble, as I can imagine these have changed from when
you first started gambling?
The first device I used was not even a laptop, it was a desktop PC at
home. Then I got my own laptop at the age of 14-15. Then it was a lot
easier to gamble on that as I didn’t have to worry about parents finding
out because ther couldn’t look at the history.
The big change was at college as a lot of people tended to gamble, this is
when it got a bit dodgey and we did try to get into the bookmakers and
use the electronic gaming machines, when we were only 16-17, we did
manage to get away with it and play and collect the winnings without
getting ID’d.
So looking at this on a timeline, you started on a desktop PC at
home, this then changed to in-store at college using EGM’s. Now
looking over the last few years what types are you using now?
I have been to the casino a lot more over the last few years. I only really
bet using accumulators now so rarely go in-store, I use my iPhone mainly
now via online gambling apps, I do it to make the weekend a bit more

52
interesting, trying to gain some more pocket money whilst I am at
university. Apps for me are a big thing.
What types of social media do you use where you can recall seeing
advertisements for online gambling?
Facebook, Twitter is were I see most advertisements, often I see banners
on Facebook with special odds advertised or promotional free money for
signing up to new websites. Twitter is a bit different, on there I see
special odds often from bookmakers accounts, usually it will be for
something that is taking place at that time/ day.
Would you say that seeing these advertisements on social media
sites has lead to you gambling, I do not mean on every occasion
but on some of the occasions?
I would not say daily as I am not that addicted, but certainly it has had a
big impact on me. For example say that I am on one of these websites, it
might bring gambling to the forefront of my mind and this also happens
when I receive email and txts to my phone. Informing me of odds, which
normally leads me to going on the betting app on my phone.
Do you feel as if the txts and Emails you receive can be annoying,
from the results of the survey we sent out this was an issue for a
few respondents. Many stated that sometimes they feel harassed.
How do you fell about this?
With the Ladbrokes Txts I generally get a txt when there is any major
sporting event on now, especially football. Which makes me think they are
able to see what I bet on and send me txt according to what I bet on
looking over my betting history, because I bet on football and that is
always coming in. Which had now become quite frustrating.

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From the questionnaire results we noticed that live ‘in-play’ offers sent
out via txt and email, or advert shown on TV during an event, had leads
to many respondents gambling. How do you feel regarding this type of
advert and has it had an impact on your usage level?
Because I really like doing accumulators I have only used the ‘in-play’ bets a few
times, so it has not really affected me that much. However I do like the cash-out
option that has also been advertised on TV I have used that quite a lot.
Ok so we have spoken about Digital Marketing quite a heavily, so overall
how much would you say Digital Marketing has affected your usage
level?
It has had a significant effect without a show of a doubt, ive definitely gambled
more over the last few years, and have been enticed or lured into gambling by
the offer of promotional sign up bonuses and special odds offers.
What area of Digital Marketing has affected you most?
I would say in the modern day that TV advertising is less, as more people are on
their laptops now and online on social media websites. So I would massively say
the online advertisements and also the betting applications on your mobile
phone. Those two are the biggest areas for me.
Overall how do you feel the Digital Marketing of gambling has affected
your life, is it positive or negative?
I do not think it has affected me negatively too much as I do not gamble much
and often only gamble the amount I am willing to lose. I only gambling with the
money I have spare to gamble. Often you hear about people who gamble with
money they cannot afford to lose which obviously is not a good thing overall. It
often leads into them developing bad habits.
For me personally, I think it has a positive effect, because I enjoy the weekends
more and I also really enjoy sport. I have a little gamble on it, sometime I win
sometimes I loose.

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Appendix 1.7 – Ethical Approval Form 1/3

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