taruhan judi bola remains unclear whether gambling advertising and promotion increase demand for, and consumption of, gambling, or just impact market share distributions without increasing overall consumption. Though this has been investigated in relation to land-based gambling, studies have not examined how such marketing influences behavioural patterns of web gamblers. The aim of this research, therefore, was to explore ways in which advertisements and promotion of Internet gambling may contribute to greater intake of gambling. Qualitative interviews were conducted with 50 Internet gamblers drawn from the overall population, and 31 treatment-seeking net gamblers. In-depth analysis of interview transcripts revealed limited reported efficacy of advertising and promotions in converting non-gamblers to Internet gamblers. But, general population gamblers reported occasionally betting more than intended (increased ingestion ) in reaction to free bet and deposit offers. A proportion of treatment-seekers reported improved gambling, especially associated with bonus offers that demanded matched deposits and gambling before any winnings could be collected. Advertisements and promotions invoked urges to bet among treatment-seeking gamblers, and appeared to some participants to be designed to target people who'd taken steps to limit or cease gambling. Surveys offer preliminary evidence of online gambling promotional activities raising overall consumption amongst a subgroup of gamblers.


Key Terms:

Promotion has been described as a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some actions, now or in the future (Richards & Curran, 2002). Seminal versions of advertising identify the procedures of bringing attention, increasing interest in, creating a need for, and prompting actions for a product's purchase as integral elements of persuasive advertisements (Russell, 1921). Promotions signify a shorter-term approach than advertisements, designed to attract attention through the offer of instant incentives -- for example, free samples, discounts or opportunities to win prizes. Both strategies aim to improve consumption by introducing new clients, keeping current clients or gaining a larger market segment share of consumers.
Even though the majority of recreational gamblers contain expenditure to affordable limits (Productivity Commission, 2010; Wardle et al., 2010; Williams, Volberg, & Stevens, 2012), concern is warranted at a public health degree if it can be shown that advertising and promotion result in increased intake and a consequent growth in the incidence and/or exacerbation of injuries experienced by players. Concern is further warranted if it is established that such marketing strategies undermine problem gamblers' attempts and/or motivations to keep behavioural control.
At present, two conflicting arguments are being advanced to describe the effects of advertising and promotions on gaming ingestion: that advertising increases demand and the overall consumption of gambling, or that advertising affects the distribution of market share but not consumption (Binde, 2007; Griffiths, 2005; Productivity Commission, 1999). However, to date there is a paucity of research describing the continuing effects of gaming advertisements on total market demand, consumption and share. Most extant research have focused on the econometrics of lottery advertising (Mizerski, Miller, Mizerski, & Lam, 2004; Mizerski & Mizerski, 2001), content analyses of advertisements in conventional media (Korn, 2005a; McMullan & Miller, 2008, 2009, 2010; Milner, Hing, Vitartas, & Lamont, 2013; Thomas, Lewis, Duong, & McLeod, 2012) and mindset to gambling and remember of gambling advertisements (Amey, 2001; Carlson & Moore, 1998; Clotfelter & Cook, 1989; Lee, Lee Lemanski, & Jun, 2008). Research has examined the effects of gaming venue promotional incentives, such as discounted and free play coupons and free hotel accommodation, on decal daily gaming volumes (Lucas, 2004; Lucas & Bowen, 2002; Lucas, Dunn, and Singh, 2005; Lucas & Santos, 2003; Suh, 2012; Tanford & Lucas, 2011), but with inconsistent findings across studies preventing business conclusions (Suh, 2012).
Binde's (2007) review mentioned that studies have generally concluded that, although general concern with the nature and scope of gaming advertising is present, its impact on betting ingestion appears small in comparison to other influential factors. For problem gamblers, the result seems to be variable, which range from minimum (Binde, 2007) to medium; for example, in 1 study, approximately half (46 percent ) the sample reported that advertising had triggered gambling behaviours (Grant & Kim, 2001).
However, no study has examined the effect of online advertising and promotions on gaming and problematic gambling behaviours in Internet bettors, despite significant use of both of these marketing strategies by Internet gambling operators (McMullan, 2011; McMullan & Kervin, 2012; Milner et al., 2013; Thomas, Lewis, McLeod et al., 2012; Weibe, 2008). The target of this research, therefore, was to explore whether advertising and promotion of Internet gambling contributes to increased consumption of gambling through (1) attracting new players; (2) increasing gambling by present users; (3) sparking betting by problem gamblers attempting to curtail their gaming; (4) attracting lapsed users; and (5) causing longer gambling sessions.