THE RISE of reality television betting, female-targeted pokie machines and Instagram influencers will form part of new study on women’s changing attitudes towards gambling.
The research, undertaken by Deakin University, will analyse if the saturation of advertising is making gambling more socially acceptable for young women.
Associate Professor Samantha Thomas, from Deakin’s School of Health and Social Development, said gambling companies were increasingly targeting women with a range of tailored marketing strategies.
During Melbourne Cup week, online bookmakers were using female celebrities and influencers to promote products in their social media posts.
“It also includes the promotion of entertainment options and women’s groups from clubs and hotels, and a range of female-centred entertainment options from the casino,” Associate Prof. Thomas said.
“The manufacturers of poker machines are using branding that is much more friendly and appealing to younger women as well, including the development of Britney Spears, Ellen and Big Bang Theory themed machines.
“And bookmakers are even offering gambling markets on events that are popular with young women, such as The Bachelor.”
Associate Prof Thomas said women’s traditional preference for luck-based, rather than skill-based, gambling is changing.
Until recently online bookmakers typically gave women a decorative role in advertising, but they are now starting to feature women as the protagonist.
“The new Crownbet ad specifically features a woman — Australian actress and model Nicky Whelan — repeatedly using the tagline: ‘If I were a betting man’. The ad portrays a sense of female empowerment and confidence through wagering,” she said.
The new study will access if the saturation of advertising is making gambling more socially acceptable for young women, and why their attitudes towards some forms of gambling, such as sports betting, are changing.
“While there has been a significant amount of research on young men and gambling, there is almost no research on the gambling behaviours of young women in Australia,” Associate Prof Thomas said.
“We want to properly understand this behaviour so we can develop strategies to help reduce and prevent gambling harm among young women.”
Researchers are looking to speak with young women aged 18-34 who have gambled on the pokies, horses, sports, or at the casino in the past year.
To find out more about the study, email [email protected].
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