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. 2021 Mar;37(1):221-240.
doi: 10.1007/s10899-020-09968-9.

Why Do Individuals Engage in In-Play Sports Betting? A Qualitative Interview Study

Elizabeth A Killick  1 , Mark D Griffiths  2
Affiliations

Why Do Individuals Engage in In-Play Sports Betting? A Qualitative Interview Study

Elizabeth A Killick et al. J Gambl Stud. 2021 Mar.

Abstract

Increasing technological advancements and changing consumer behavior has resulted in individuals having access to a wider range of online gambling markets and sporting events than ever before. Sports betting in real time has been aided by the accessibility of smartphone devices. Consequently, the popularity of live sports betting (i.e., 'in-play' betting) has spread across Europe and around the rest of world. The aim of the present exploratory study was to examine attitudes and opinions towards online sports betting. Qualitative interviews were conducted with 17 males and 2 females aged between 21 and 32 years. Participants were asked a range of semi-structured interview questions based on pre-determined topic areas. Socio-demographic data were collected and the Problem Gambling Severity Index (PGSI) was used to assess problem gambling. The data were analyzed using thematic analysis in order to identify themes. Analysis of the transcripts identified several notable areas including the ease of engaging in in-play sports betting, motivations for engaging in in-play sports betting (including increased excitement, demonstrating knowledge/skill and response to live odds), and different reasons for using the 'cash-out' feature. The findings will contribute to the design of future research investigating in-play sports betting behaviours.

Keywords: In-play betting; Live action betting; Sports betting; Thematic analysis.

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Conflict of interest statement

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.

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