Matched betting, growing in popularity, is widely advertised as a risk-free, skill-based strategy exploiting bookmaker incentives to accumulate guaranteed profits. Limited research has investigated experiences of matched betting or understanding of its risks and relationship to gambling. An online survey with UK-based adults (n = 2,112) reporting engagement with matched betting generated 2,954 open-text responses to questions around whether matched betting is gambling, difficulties experienced, and losses incurred, to explore perceptions of risk, control, and potential harm in matched betting. Reflexive Thematic Analysis, supported by large language model-assisted classification to enable systematic exploration while retaining research-led interpretation, identified five themes: risk-free, skill-based and controllable; external barriers and bookmaker-imposed restrictions; mistakes, errors, and a steep learning curve; emotional impulses and vulnerability; and addiction risk and gambling harms. Participants frequently framed matched betting as not gambling, emphasizing mathematical certainty, discipline, and personal control, but also revealed financial losses, cognitive strain, emotional lapses, and shifts in responsibility from individual error and structural constraints. While many highlighted self-control to distance from harm, others acknowledged matched betting's potential to lead to gambling harms, particularly for vulnerable individuals. This psychological ambiguity suggests claims of risk-free profit warrant closer scrutiny, with implications for harm prevention and consumer protection.
Responsible Gambling (RG) messaging is a common element in online gambling harm reduction, but current practices may be suboptimal. Artificial Intelligence (AI) technologies enable rapid development of 'always new' RG content, but it is unclear whether such materials could be effective. Online gamblers from Australia, Canada, the UK, and the USA (N = 657, M-age = 38.93, cisgender male = 59.97%) played a simulated electronic gambling machine with (or without) in-play RG popup messages. Popups were comprised of either real (but unfamiliar) RG content or fully AI-generated content. Some participants saw ten different popups, while others saw the same popup repeated ten times. Popup exposure was associated with lower gambling cravings (t(652) = -3.10, p = .01, eta(2) = .02) and intentions (t(652) = -2.18, p = .03, eta(2) = .02). Participants exposed to changing popups reported lower gambling intentions (F(1,498.54) = 5.24, p = .02, eta(2)(p) = .01) and higher message credibility (F(1,515) = 10.55, p = .007, eta(2)(p) = .02). AI-generated messages were more recognizable (F(1,279.36) = 29.54, p < .001, eta(2)(p) = .07) and less discouraging of gambling in general (F(1,515) = 12.40, p = .002, eta(2)(p) = .02), but otherwise did not significantly differ from real RG content. These initial results suggest non-repetition may be important for RG content efficacy, while origin (human-or AI-generated) may be less important. Pending replication, operators and regulators could consider scaling ongoing efforts to deploy more varied RG content using AI-generated materials.
Despite legal restrictions, adolescent gambling remains a growing public health concern. While some evidence suggests that sport participation may be associated with increased gambling involvement, findings are inconsistent and highlight the importance of considering specific sport contexts. This study examines whether gambling behaviors differ according to federated sport participation and, more specifically, the type of sport practiced. A sample of 728 secondary school students from northern Spain aged 12-17 years (M = 14.91 years, SD = 1.11) was analyzed. Adolescents were first classified according to whether they were involved in federated sports/athletics, and then a further classification among the federated athletes separated those involved in football (soccer) as the modal sport. Gambling-related variables included behavior (frequency, expenditure, intention, and severity), motivations, and psychosocial factors (normative perception, risk perception, and perceived accessibility). The data was collected between January and March 2025. Multivariate analyses showed that adolescents federated in football reported higher levels of gambling intention, frequency and severity, as well as stronger gambling motivations and lower perceived risk compared to both non-federated adolescents and those engaged in other sports. No significant differences were observed between non-federated adolescents and those practicing sports other than football. These findings suggest that the relationship between sport participation and adolescent gambling is context-dependent. Football (Soccer) may represent a specific risk environment, highlighting the need for targeted prevention strategies within sport settings.
