New Research Uncovers The Structural Features In Online Sports Betting: Faster Gameplay, In-play Bets, And Personalized Incentives

Sports betting has been evolving rapidly this past decade, transforming from being an in-person traditional form of gambling into a modern and fast-paced online experience.

A a recent scoping review published in “Addiction Research & Theory” by researchers Jamie Torrance and colleagues uncovers the structural characteristics of online sports betting, and which risks these characteristics might impose.

The features uncovered include instant cash-outs, in-play ‘micro bets’, and personalized notifications. All are designed to heighten user engagement, but there is also a focus on the potential risk of gambling-related harm. As online gambling has become more accessible than ever, experts have pointed to the importance of ensuring safe gambling measures to continuously fostering a healthy online gambling environment.

Key structural characteristics of online sports betting

One aspect the study emphasizes is that sports bet has evolved into including structural features similar to those found in electronic gaming machines (EGMs). It is by incorporating several core elements that online sports betting has become similar, as the elements are aiming to boost user engagement. Four key structural characteristics identified in the study include the following:

Instantaneous access and cash-out options

Sports betting apps and platforms are more accessible than ever, being easily accessed 24/7. Both instant cash-outs and deposits are available, which allows users to stay engaged for longer periods, and to place several bets at the same time. The immediate nature of these apps increases the speed and frequency of wagers.

In-play and micro-betting

A unique feature of online sports betting is in-play betting. This type of betting is also referred to as live or micro-betting. With this format, users can place bets as the game or event unfolds, instead of only having the possibility before it starts. The study found that this format does tend to promote impulsive decisions and riskier gambling due to the constant opportunities to bet in real-time.

Customized betting options

Most online sports betting platforms have adopted tools enabling users to create customized bets, which can be tailored according to personal interests or sports knowledge. These types of custom bets can create an illusion of control, which can result in users overestimating their chances. Also known as the ‘illusion of control’, this perception is a cognitive bias which does have some risks of leading to frequent and financially risky betting behaviors.

Personalized notifications and competitive features

Utility patents in sports betting technology suggest that developers are exploring ways to use personalized notifications which can inform users of specific betting opportunities. This would be based on either their preferences, or on past betting behavior. By implementing these notifications, it is possible to enhance the engagement of users. Furthermore, new patents are indicating a potential move towards peer-to-peer betting, allowing users to compete against each other. This would both add a social and competitive elements to sports betting, increasing the appeal of sports betting.

Implications and regulatory concerns

Both policymakers and public health officials are facing a challenge in keeping up with the rise of structural characteristics that increase the speed and frequency of betting. The authors of the study found that these features make online sports betting both more accessible and more appealing, especially for people prone to impulsive behavior. However, the study also found that some online sports bettors tend to place riskier bets and can be more susceptible to gambling-related cognitive distortions, which ultimately can lead to financial losses.

It is findings like these that have fostered a push for stronger regulatory frameworks. It is especially a push for safe betting mechanisms that is being advocated for, to allow users to regulate their gambling activities. Researchers argue that regulations should have the aim of making the betting environment safer.

Statistics from the online betting market

As online betting has expanded, it has driven the global gambling market to new levels, where online gambling revenues reached more than USD 63 billion globally in 2022. It is especially sports betting that has been a dominating contributor. This is also visible in various markets across the globe. Take for example the UK, which is a heavily betted nation, where sports betting constitutes a large portion of the online gambling market revenue. Revenues from online sports betting is projected to reach USD 4.56 billion in the end of 2024, constituting a large portion of the total projected revenue from the online gambling market in 2024, projected to reach USD 13.78 billion.

The same trend can be found in other countries too, where online gambling is legal. As online sports betting is expanding into esports and virtual sports betting, more people are expected to participate in online sports betting, which will also increase the numbers of people potentially at risk of creating bad gambling habits. This is why regulations and safe betting mechanisms are widely advocated for, and which has already been implemented by many online sports betting sites.

Concluding remarks

This study sheds light on the complex landscape of online sports betting and its characteristics. As technology rapidly develops and user-centered features are implemented, it becomes important for researchers, regulators, and policymakers to continue to stay informed to create the frames for a healthy online gambling environment. As online sports betting continues to grow, it is important for operators to make responsible gambling practices available to users, to empower users in mitigating potential harms from gambling.