Impact of Advertising on Player Engagement in Australia, 2025

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):

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 advertising exposure	78% - at least once a week; 41% - ≥ 4 times/week.
First participation under the influence of advertising	21 %
Change of type of bet or experiment	28 %
Impulse bets	29 %
Rate increases	34 %
High-risk players: Increased betting	50 %
Public perception of advertising	69% - too often, normalizes excitement, affects children
Relationship to dependency	The higher the perception of advertising, the higher the severity of addiction
Effect of preventive videos	Reduced engagement and response 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)