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State of Play’s TL;DR
- Early findings from a UNLV study of Colorado sports betting show 7% of surveyed gamblers reported serious problems.
- Researchers are also examining whether ad language may be linked to gambling harm.
Early findings from a UNLV-led study in Colorado suggest 7% of surveyed gamblers reported serious problems, with researchers also scrutinizing whether sports betting ad language may contribute to gambling harm.
Researchers at the University of Nevada, Las Vegas shared interim results from a Colorado study funded by the Colorado Problem Gambling Coalition, offering an early look at sports betting behavior in one of the country’s regulated sports wagering markets. The team said final results will not be released until after the Super Bowl.
7% with problems surprises researchers
Shane Kraus, a UNLV psychology professor and lead researcher on the project, said the study used 500 random Coloradans, including both gamblers and non-gamblers. According to the team’s halfway-point data, 4% of Coloradans gamble, and 7% of those gamblers reported serious problems.
Kraus said that figure was concerning, comparing it to Nevada’s rate.
“The 4%, OK, that’s OK-ish, but the 7 is like, that’s like Nevada, we’re probably 8, 10%. I mean we, we’re not, we’re not doing good. That’s the number we need to have a conversation with.”
Researchers also said problem gambling was 2% higher among women.
The broader study is examining who is betting, why they are betting, how much they are betting, and how advertising affects behavior. Kraus said the project is intended to be unusually broad in scope for sports betting research, calling it “the most comprehensive study, I think, for sports betting in the country right now.”
Advertising language is a key part of the study
The research team said one major focus is whether marketing terms used by sportsbooks may shape risky behavior. Kraus pointed to phrases such as “risk-free betting,” “free money,” and “free play” as examples of language under review.
“You know, risk-free betting, right, which is no such thing,” Kraus said, adding that the study is looking at whether those ads are related to problem gambling.
That question could matter beyond Colorado, since regulated sports betting markets across the US continue to face scrutiny over responsible gambling safeguards and how operators present promotional offers.
Industry response and what comes next
Joe Maloney, president of the Sports Betting Alliance, said Colorado voters chose a regulated sports wagering market in 2019 “with strong consumer protections and commitments to responsibility and integrity,” adding that legalization moved bettors away from illegal offshore sites and neighborhood bookies.
For now, the Colorado numbers remain preliminary. Researchers said they have already finished research tied to betting during the World Cup and will wait until after the Super Bowl to gather a fuller picture before publishing final results.
Based on reporting by Cameron Dean for KKTV 11.
