This research examined the effects of ‘push marketing’ – direct promotional messages such as text messages, emails and phone calls – on wagering operators’ account-holders.

This study is an extension to the research Effects of wagering marketing on vulnerable adults. Specifically, it sought to answer:

• What volume and types of direct messages are received by wagering account-holders in the lead-up to major sport and racing events?
• What is the content of the direct messages, and to what extent do they contain inducements to bet?
• Are the volume, types and content of direct messages received related to the previous betting behaviour of account-holders?
• Are the volume, types and content of direct messages received related to the subsequent betting behaviour of account-holders?
• How might these direct messages contribute to gambling-related harm and gambling problems?

It showed that push marketing by wagering operators is influential on betting behaviour – prompting regular bettors to place more, larger and riskier bets than fewer, smaller or safer bets. 

Most direct messages promote wagering inducements, which increase spending by encouraging riskier bets and increased expenditure.