Segmenting College Student Sports Bettors: Who Bets, Why They Bet, and How to Tailor Interventions
Session Title
Sports Betting: Youth, Addiction & Education
Presentation Type
Paper Presentation
Start Date
27-5-2026 12:00 AM
Abstract
Sports betting is rapidly expanding on U.S. college campuses, yet little evidence exists to guide higher education leaders, regulators, and industry partners in managing related risks. This study aims to segment college student sports bettors so that prevention and intervention efforts can be tailored to their specific motivations and behaviors. Survey data from 482 college students were analyzed using Uses and Gratifications (U&G) theory for segmentation and Self-Determination Theory (SDT) for interpretation. Four motivational clusters emerged: Highly Motivated Generalists, Social Entertainment Seekers, Boredom Relief Bettors, and Low Engagement Bettors. While groups differed in behaviors, demographics did not predict cluster membership. Findings show that betting motivations are shaped by both psychological needs and technological affordances, highlighting the need for tailored approaches. This study provides actionable insights for colleges, regulators, and operators to design targeted education, prevention campaigns, and responsible marketing strategies that balance consumer engagement with harm reduction.
Segmenting College Student Sports Bettors: Who Bets, Why They Bet, and How to Tailor Interventions
Sports betting is rapidly expanding on U.S. college campuses, yet little evidence exists to guide higher education leaders, regulators, and industry partners in managing related risks. This study aims to segment college student sports bettors so that prevention and intervention efforts can be tailored to their specific motivations and behaviors. Survey data from 482 college students were analyzed using Uses and Gratifications (U&G) theory for segmentation and Self-Determination Theory (SDT) for interpretation. Four motivational clusters emerged: Highly Motivated Generalists, Social Entertainment Seekers, Boredom Relief Bettors, and Low Engagement Bettors. While groups differed in behaviors, demographics did not predict cluster membership. Findings show that betting motivations are shaped by both psychological needs and technological affordances, highlighting the need for tailored approaches. This study provides actionable insights for colleges, regulators, and operators to design targeted education, prevention campaigns, and responsible marketing strategies that balance consumer engagement with harm reduction.