Researchers register increase in normalisation of games of chance
In our daily life nowadays, we encounter online casinos and sports betting in many places. Online we are overwhelmed with advertisements for related services. Besides this the latest bonuses of the large web casinos flicker on the TV screens all evening. All kinds of stars are promoting betting providers on the internet. Games of chance are omnipresent and are always only a few clicks away. Now researchers have come to the conclusion that an increasing normalisation is taking place. This brings some dangers with it.
The research department for games of chance at the Universität Hohenheim in Stuttgart held its yearly symposium on gambling on the 14th. and 15th. March 2023. The recent position of the research about the liberalisation of the games of chance market was discussed during this symposium. The aim of this activity is to promote dialogue among the many groups involved – especially among the providers and the authorities. Even politicians, lawyers, addiction experts and scientists get the opportunity to contribute.
This year’s symposium involved mainly presentations about the technical games of chance regulations and player protection. During these presentations a debate about the new prerequisites of the State Gambling Act 2021 (GlüStV) arose. One of the main requests of the GlüStV is the explicit regulation of online games of chance and the minimalization of risks of addiction. However, many are seeing that the increase in permission of advertisement measures is a clear contrast to the fight to combat gambling addiction. Even prominent people are advertising gambling.
Research centre is expecting games of chance to become part of daily life
The manager of the research centre for games of chance, Steffen Otterbach is expecting that the strong presence of online casinos and sports betting in all possible media channels will lead to a point where gambling services will be a certain normality. This means that people will increasingly perceive these possibilities as something normal, and part of the daily routine.
Otterbach stated that the kick which arises when betting on a match in which the team which one favours will lead to an intensive emotional involvement. All this will contribute to an always stronger connection between sports and gambling options. Eventually sports betting will be increasingly perceived as a customary free time leisure activity.
Online advertisements and social media have a strong influence on normalisation
When a particular thing is constantly advertised, the respective message is less consciously perceived. However, in the long run the respective products and brands become automatically established. This applies generally and not just for online games of chance.
Since the internet nowadays is an essential part of our daily life, the advertisements there are very effective. A study from the University of Bristol was brought up when the issue of normalisation was being discussed. This study shows that adverts on social media strongly affect children and youths. The eSports-content is especially powerful and strong.it it evokes strong emotions in people under 26 years of age.
Andrea Wöhr, the research assistant at the research centre implied that the sales promotion of games of chance on social networks in Germany is also critical. These types of social media content convey the message to the younger target groups that betting, and casino games are completely harmless. The participation of famous influencers or even prominent persons increase the power of this content.
Experts speak of new challenges
The fact that gambling services are available on the internet at any time of day and night, presents new challenges for the providers, authorities, and other responsible persons. It is essential that players are especially protected, not just from advertisements but also in general.
Behaviour which is especially conspicuous can be analysed early enough with the help of algorithmically controlled systems. The online games of chance provide the perfect possibilities to carry out small assessments, according to Otterbach. However, there is no concrete solution to the problem of advertisements.
Conclusion
The advertising psychology leads to games of chance becoming always even more part of our daily life. The more attractive something general is, the stronger established it is, and this is independent of whether people like it or not. This development is of course delicate when it comes to things which are full of risks, as is the case of games of chance which are risky in their own nature.
However, the debate of the games of chance symposium (as is often the case in this context). The fact that players are not represented in the activity is also questionable. No possible solutions are given for the difficulties connected to gambling advertisements. There is a definite need for special protection for online services. But should not this already be in place and guaranteed by the GlüStV?!
Image source: https://www.pexels.com/de-de/foto/mann-in-schwarzer-lederjacke-sitzt-neben-frau-in-schwarzer-lederjacke-5212658/
0 Comments to: Researchers register increase in normalisation of games of chance
write a commentOur community thrives on your feedback - so let us know what you think!
Would you like to write comments on GambleJoe yourself? Then just create a GambleJoe User Account.