Freebets and push notifications increase addiction: new research data
Freebets and push notifications increase addiction: new research data
A joint study by Australian and British scientists has put an end to one of the most controversial issues in the industry: whether gambling marketing affects player behavior. And if earlier they talked about it cautiously, now the conclusion sounds straight - yes, it does, and directly.
The study followed 227 regular sports bettors for two years. The participants were divided according to the principle of receiving marketing: some continued to receive email newsletters, push notifications and SMS with bonuses and free bets, while others completely refused such contact.
The difference turned out to be tangible. Players who turned off direct marketing made 23% fewer bets and spent 39% less money. This is no longer just a statistical correlation — the study records a causal relationship between marketing pressure and the growth of player activity.
According to co-author Dr. Philip Newall, the effect is not limited to direct mailings. With a high probability, other channels have a similar impact — TV ads, social networks, and streamer integrations.
In fact, we are talking about the fact that constant reminders, bonuses, and "free bets" do not just return the player to the product, but increase his involvement and, as a result, potential harm.
This study directly contradicts the position of the British government set out in the 2023 white paper. At the time, the authorities stated that there was not enough evidence of a causal link between marketing and gambling harm. Now this argument is becoming much weaker.
The authors of the study are already calling for stricter regulation of direct marketing. Moreover, even the possibility of a complete ban on such practices is being discussed, at least in their current form.
If such measures are really taken, it could seriously change the market. For operators, this is one of the key tools for player retention. For the players themselves, this is one of the main triggers for returning to the game.
And here it is important to honestly admit: freebets and bonuses are not "gifts", but a tool of pressure. And the better it works, the higher the price of this effect for part of the audience.
