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Keywords

Gambling Disorder; Casino Gambling; Behavioral Economics; Casino Marketing; Problem Gambling; Responsible Gambling

Disciplines

Gaming and Casino Operations Management | Gaming Law | Marketing

Document Type

Original Research Article

Abstract

Casino operators frequently use promotional gambling vouchers, free play and match play. In the case of free play, customers are offered gambling credits that function much like real money and patrons are able to quickly turn their promotional play into cash without risking their own money. Match play, however, can only be employed at table games and their use necessitates gamblers to wager their own funds. We conduct a thorough analysis of how match play can affect gamblers’ individual behavior. First, we assess the value of match play promotions, which we argue is ambiguous. Then, using behavioral economics concepts, we consider how match play promotions affect the risk appetite of casino patrons. While our analyses suggest that profit seeking casino operators are wise to prioritize match play promotions, we provide evidence that match play offers could be used to target and exploit individuals suffering from a gambling-related disorder. As such, their usage as marketing tools may not align with responsible gambling initiatives.

Funding Sources

There are no funding sources for this project.

Competing Interests

The authors have no conflicts of interests that affected the development of this manuscript.

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