The Role of Communication in Betting
Direct messaging (email and text messaging) is an increasingly popular marketing tactic among sports and race betting operators, but its use could increase unplanned and impulsive betting behavior, increasing harm-related gambling activity.
To maximize the efficacy of feedback, it is crucial to take account of players’ emotional states and contexts in order to ensure it is understood and implemented successfully.
Communication is a two-way street.
Betting operators understand the key to their success lies in cultivating strong communication between players and bookies, particularly within the sports wagering industry where customers expect additional value beyond standard market offers.
Sports bettors receive immediate feedback after placing their bets compared to video gamers who must wait until an outcome occurs before receiving information about how their wager has fared. This enables them to make decisions more efficiently while potentially altering how they perceive outcomes.
Researchers conducted a survey among bettors using their betting account details in order to examine the effect of various forms of direct messages on bettors’ gambling expenditures and found that while receiving direct messages was associated with increased expenditures on gambling activities, types such as personalized, normative or recommendation messages had different impacts on bettors’ behaviors.
It’s a process.
Betting’s central loop consists of actions and rewards that enhance engagement and progression, such as analyzing options available, placing bets, and waiting to see their outcome for each event, race or game. This process incentivizes strategic decision making while building anticipation for future bets; making betting an essential component of customer loyalty and long player lifecycles.
Studies conducted to date have demonstrated a correlation between direct messages received – emails and texts alike – and betting expenditure for both race and sports bettors, even after controlling for problematic gambling status, signature betting events, type of direct message received and type of message type sent directly from bettors.
Results indicated that personalized feedback can be an effective means for altering gambling-related behavior, while normative feedback did not have an effect. Based on these findings, operators should tailor messaging strategies according to customers’ playing habits and attributes so as to increase effectiveness of communication while helping reduce gambling-related harm.
It’s a tool.
Betting’s core loop entails players depositing money, placing bets, and receiving payouts or rewards – much like video game gameplay loops – this structure forms player experiences that draw them back again and again.
Payouts and rewards encourage bettors to increase their expected value through placing more bets, incentivizing more bets by increasing expected values. But how they are distributed may make a difference to one’s gambling habits and risk profile.
In this ecological momentary assessment study, regular sports (n=98) and race bettors (n = 104) completed daily surveys that assessed their exposure to direct messages and betting behavior in the previous 24 hr. Longitudinal analysis demonstrated that receiving normative feedback plus recommendations increased gambling behavior compared to receiving only recommendations, while personalized feedback had much smaller effects. Accordingly, operators should tailor messaging types accordingly in order to appeal to different types of players.
It’s a habit.
Customers expect more from betting companies than simply the standard market offer, making customer communication an essential aspect of success. Targeted and appropriate feedback can build trust among customers while strengthening loyalty and increasing retention.
Effective feedback requires understanding your player’s needs and motivations. Knowing what drives a player–be it an internal drive to win, recognition from peers or improvement needs–can help shape feedback to be more successful.
Under pressure or emotionally overwhelmed players may react defensively to criticism. To counteract this, try reassuring trust and intent, showing empathy by asking their view, or using the sandwich method (to balance criticism with praise) can make your feedback more palatable. Likewise, timing and context must also be taken into account – for instance delivering feedback directly after a loss can be demoralizing; afterwards follow-up to ensure it was received well and how it affected their performance.
