Twitter sports bet
Online sports betting operators often engage and provide content to users at the same time as live sporting moments within the sporting event. The hashtag is often used to draw attention to the sporting event. They can also help in the organization and promotion of tweets, and also designate that a particular tweet is about the same topic as all of the additional tweets using the same hashtag Zarrella A large number of tweets in the present study had game-related hashtags which directly linked the tweets to specific sporting games, which support the findings of Thomas et al.
These tweets were also targeted at sports fans who might be reading commentary about the game on social media Thomas et al. Therefore, it might be worth systematically investigating the timing and content of promotional messages Thomas et al.
The present study found that the three most commonly used hashtags linked to tweets were those containing i requested betting odds; ii a specific game, and iii a specific team. The gambling operator connects potential betting opportunities to the sporting event by including a sport-themed hashtag as part of that conversational topic.
Previous research found that tweets are more likely to be retweeted if they contain hashtags Suh et al. Here, the sports betting operator would be spreading their message to a broader audience and increasing the interactivity of the tweet. Furthermore, a hashtag links the tweet to a specific topic, and therefore with positive associations that are connected to those topics. Research has found that the liking of a stimulus, e.
The inclusion of such hashtags allows the potential for that those under the age of 18 years who are searching Twitter for content on a topic not related to gambling e. Previous research by Miller et al. Identifying these clusters allows for further understanding of how bettors use Twitter.
Although this has not been addressed in the present study, future research could investigate who was responsible for retweets i. The normalisation of products is a tactic that appears to be employed within gambling marketing. This idea is supported by Gainsbury et al. To date, only one study i. The present study builds upon prior work assessing how online sports betting operators use Twitter utilizing content analysis Gainsbury et al. A key strength of the present research is that data were analyzed across multiple categories, some of which have not been previously explored in the context of the UK sports betting marketing, including Twitter promotional strategies and hashtag usage.
The issue of whether the different promotions posted on Twitter classify as advertising is debatable. Similarly, posts such as the direct advertising of betting odds can clearly be identified as advertising. Many adverts are designed to create a sense of awareness for a brand, rather than directly influencing a betting decision immediately. For example, Paddy Power has created a reputation for engaging people with humorous content, appealing to its audience.
Therefore, if advertising is the process in which an organisation encourages people to engage in betting products or services, including the drawing of attention to the product and building brand awareness, it could be argued that Twitter posts in the present study can be classified as advertising Limitations of the Present Study The first author developed an initial coding scheme using 50 tweets from each of the ten accounts and applied this coding scheme to the remaining data.
The second author reviewed the tweets to make sure that there was agreement. One methodological weakness was that inter-rater reliability was not calculated for inductive analysis which may affect the validity of the findings. Additionally, Twitter was the only social media platform studied, limiting the generalizability of findings to other social media platforms.
The data collection for the present study was cenetered upon one main sporting competition, therefore, the results are not generalizable to other sports or necessarily the same sport in other countries. A limitation of Twitter data in the present study is that they do not offer information on the effects of tweets on subsequent behavior. The extent to which Twitter users were exposed to sports betting marketing posts is not known.
The traditional self-report survey that assesses excessive gambling behavior can be time-consuming for researchers and responders, susceptible to biases, and may have a low response rate. Social media arguably offers a real-time, large-scale examination of gambling behaviors and attitudes, with very few restraints. However, because the data were collected retrospectively, it is important to note that tweets remaining may not represent the initial number of tweets posted e.
Whilst the present research provides a snapshot of how gambling products are being marketed on Twitter, this particular study does not shed light on whether these advertisements actually impact gambling behavior. However, it has been established that advertising is one of a number of environmental factors that may affect gambling behavior concurrently Griffiths and Parke ; Parke et al. Conclusions and Future Directions Based on the findings of the present study, examining the content of posts on Twitter may provide valuable insights into how information about sports betting products are marketed via social media.
The results here complement previous research that has shown that numerous marketing strategies are employed, and that responsible gambling messages are infrequent. Sporting hashtags were used by gambling operators to tie in social media posts with key sporting events. Therefore, it will be essential for researchers to examine the content of sports betting advertising tweets, such as frequency of tweeting and the content of tweets. Twitter serves as a platform where gambling operators can market their product in a normalized and positive way.
Future research could examine the gambling consumers and their response to the Twitter postings in addition to those of the gambling operators. New British regulations require that all broadcasted gambling adverts feature a responsible gambling message or reference to www. It is further suggested that all gambling content and communication should include their website information including that on social media , so individuals know where to access information, support, and advice. There needs to be a review of regulatory policy for advertising gambling products via social media, possibly something to a similar affect.
The development of effective policy will need to consider restriction on the availability of gambling advertisements on this social media platform that is likely accessed by children. One method, as suggested in a report by GambleAware , is to introduce age screening tools before individuals can follow accounts that relate to or promote gambling. Additionally, betting companies and advertisers could better utilize adtech in order to remove online betting profiles that have a high chance of being shown to a child GambleAware Future research could examine particular creative strategies used by social media operators, for example, the use of humor, and how the use of these strategies influence the intentions and attitudes towards gambling from children and other vulnerable and susceptible groups.
The present research contributes to the awareness of content posted on social media by gambling operators and provides data for policymakers and decision-makers with the aim of adopting regulatory frameworks which reduce gambling harm. Funding No financial support was received for this study. Compliance with Ethical Standards Conflict of interest The first author declares that she has no conflict of interest. The second author has received funding for a number of research projects in the area of gambling education for young people, social responsibility in gambling and gambling treatment from Gamble Aware formerly the Responsibility in Gambling Trust , a charitable body which funds its research program based on donations from the gambling industry.
The second author also undertakes consultancy for various gaming companies in the area of social responsibility in gambling. Ethical Approval This article does not contain any studies with human participants performed by any of the authors.
Footnotes Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Contributor Information Elizabeth A. Killick, Email: ku. Mark D. Griffiths, Email: ku. References Aslam, S. Omnicore, January 6. Retrieved April 7, Binde P. Gambling advertising: A critical research review. London: Responsible Gambling Trust; Shirt sponsorship by gambling companies in the English and Scottish Premier Leagues: Global reach and public health concerns.
Twitter Blog, 11 July Associative learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning. Psychological Bulletin. Playing the game: The soft power of sport. Retrieved 1 July, Duggan, M. Social media Update While Facebook remains the most popular site, other platforms see higher rates of growth. Pew Research Center, January 9. Feick L, Price LL. The market maven: a diffuser of marketplace information. Journal of Marketing.
Sport and gambling. Oxford Review of Economic Policy. Journal of Gambling Studies. Social media marketing and gambling: An interview study of gambling operators in Australia. International Gambling Studies. Sharp bettors will already know how valuable information can be - espcially if other bettors or the bookmaker isn't aware of it. Social media can be a great platform for sharing information - the following Twitter accounts are some of the best for learning more about soccer, betting on certain leagues and getting updates about specific teams and players.
In addition to a whole host of soccer-related statistics and articles, OptaPro will also post helpful infographics and interesting videos. The use of tables, charts and graphs help make somewhat complex ideas a lot easier to understand for bettors.
As well as consistently being the first source to break official transfer stories, SkySportsNewsHQ also leads the way with injury updates and is more convenient to keep track of starting lineups ahead of games without following each individual team. Balague writes well-formed articles and weekly reviews. He has good contacts in Spanish soccer and is most certainly a reliable source of information.
Although his Twitter feed also includes his personal interests and political views, he provides some great insight into La Liga, Segunda Division and Copa del Rey fixtures. In addition to his interesting views on modern soccer, Honigstein is regularly one of the first to break stories from German leagues.
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For the opening game of the NFL season, DraftKings is using Twitter to promote an early-win offer, where a bettor will receive a payout if his team takes a 7-point lead at any time in the game. With EarlyWin , all you need is a 7-point lead for your moneyline bet to cash instantly! The respondents were broken into cohorts, with one made up of Twitter users who use at least one other social platform. Another group contained respondents who do not use Twitter, but who use at least one other social media platform.
In his spare time, Matt is an avid reader, a weekend tennis player and a frequent embarrassment to the sport of running. Contact Matt at matt usbets. Related Posts. The same tactic applies to the totals, too. Everything is free, which makes him a great account to follow throughout the year. He offers a VIP service for his daily picks that costs money to be a part of and constantly updates his return on investment numbers. The thing that makes him stick out among the pack is the free content he provides, though.
McCuen regularly gives out his most confident bet for free and links articles he has written on the wager via Oddschecker. He also occasionally releases his full VIP card if his tweets gain enough traction. On top of that, McCuen works with certain sportsbooks and has bonus codes that allow first-time bettors to take advantage of certain promotions like deposit matches.
Those specific sportsbooks can be found right in his bio. It is rather a collection of sports bettors looking to provide information to the public.
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