Impact of advertising on player engagement
1. Campaign Frequency and Reach
78% of Australian adults have seen sports betting/racing ads at least once a week in the past year; 41% - four or more times a week.
A large number of ads go through TV (32% - four or more times a week), then - online platforms, uniforms for athletes and social networks (~ 10%).
2. How advertising changes player behavior
Of those who regularly saw ads (weekly and more often):
3. Vulnerable groups - youth and risk players
Among players at risk of gaming harm, 50% reported that advertising pushed them to increase bets, 41% changed the type of bets, 40% made impulsive bets.
Young (18-34 years old) often react to advertising in interactive media, older ones - to television and radio.
4. Public perception of advertising
69% of adults consider betting ads "too common"
69% believe advertising normalizes betting in sports
62% believe it promotes risky behavior
More than half (53%) - believe that advertising normalizes excitement among children
5. Advertising and the severity of addiction
Clinical studies (2025) showed that in patients with a confirmed diagnosis of gambling addiction:
6. Impact of countermeasures
Short educational videos (inoculative intervention) helped young players reduce their susceptibility to advertising and their involvement in gambling offers.
Table: Advertising Impact on Players
Gambling advertising campaigns cover most Australians and have a direct impact on engagement: from first bets to increasing the volume and frequency of bets.
Young people and players with pre-existing problems are especially susceptible - advertising can aggravate their behavior.
Public opinion is critical: people see the ads as excessive, normalizing excitement and potentially harmful to children and families.
Research supports a link between advertising susceptibility and addiction severity, and educational interventions have the potential to reduce this impact.
- [The Guardian](https: //www. theguardian. com/australia-news/2025/apr/03/australia-election-liberal-party-gambling-proposal-ntwnfb? utm_source=chatgpt. com)
- [news. com. au](https: //www. news. com. au/technology/online/social/lets-make-some-fing-money-the-rise-of-australias-social-media-gambling-influencers/news-story/bca0338c55d77b7910f9819a7e66bff2? utm_source=chatgpt. com)
78% of Australian adults have seen sports betting/racing ads at least once a week in the past year; 41% - four or more times a week.
A large number of ads go through TV (32% - four or more times a week), then - online platforms, uniforms for athletes and social networks (~ 10%).
2. How advertising changes player behavior
Of those who regularly saw ads (weekly and more often):
- 21% tried rates for the first time
- 28% changed the type of bets or tried a new one
- 29% made bets impulsively
- 34% increased the size of rates
3. Vulnerable groups - youth and risk players
Among players at risk of gaming harm, 50% reported that advertising pushed them to increase bets, 41% changed the type of bets, 40% made impulsive bets.
Young (18-34 years old) often react to advertising in interactive media, older ones - to television and radio.
4. Public perception of advertising
69% of adults consider betting ads "too common"
69% believe advertising normalizes betting in sports
62% believe it promotes risky behavior
More than half (53%) - believe that advertising normalizes excitement among children
5. Advertising and the severity of addiction
Clinical studies (2025) showed that in patients with a confirmed diagnosis of gambling addiction:
- ad sensitivity correlates with severity of problem
- the higher the perceived impact of advertising, the higher the level of gaming addiction
6. Impact of countermeasures
Short educational videos (inoculative intervention) helped young players reduce their susceptibility to advertising and their involvement in gambling offers.
Table: Advertising Impact on Players
| Indicator | Value/Quote |
|---|---|
| Regular exposure | 78% - at least once a week; 41% - ≥ 4 times/week |
| First participation influenced by advertising | 21% |
| Change of bet type or experiment | 28% |
| Impulse rates | 29% |
| Rate increase | 34% |
| High Risk Players: Bid Increase | 50% |
| Public perception of advertising | 69% - too often, normalizes excitement, affects children |
| Relationship with addiction | The higher the perception of advertising, the higher the severity of addiction |
| The effect of preventive videos | Reducing engagement and reaction to advertising |
Gambling advertising campaigns cover most Australians and have a direct impact on engagement: from first bets to increasing the volume and frequency of bets.
Young people and players with pre-existing problems are especially susceptible - advertising can aggravate their behavior.
Public opinion is critical: people see the ads as excessive, normalizing excitement and potentially harmful to children and families.
Research supports a link between advertising susceptibility and addiction severity, and educational interventions have the potential to reduce this impact.
- [The Guardian](https: //www. theguardian. com/australia-news/2025/apr/03/australia-election-liberal-party-gambling-proposal-ntwnfb? utm_source=chatgpt. com)
- [news. com. au](https: //www. news. com. au/technology/online/social/lets-make-some-fing-money-the-rise-of-australias-social-media-gambling-influencers/news-story/bca0338c55d77b7910f9819a7e66bff2? utm_source=chatgpt. com)
