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O mercado das apostas desportivas online : quais os impactos das estratégias de marketing deste setor?
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O avanço tecnológico, a digitalização dos serviços e a crescente liberalização regulamentar impulsiona o crescimento exponencial do mercado de apostas desportivas online, em diversos países. Este fenómeno tem sido acompanhado pelo desenvolvimento de estratégias de marketing cada vez mais sofisticadas, que têm o objetivo de captar e fidelizar um público cada vez mais amplo, e cada vez mais jovem. O presente trabalho trata-se de uma revisão sistemática da literatura cujo principal objetivo é analisar os impactos dessas estratégias no comportamento dos consumidores, focando os efeitos potencialmente nocivos para os públicos mais vulneráveis. Primariamente, a pesquisa contextualiza a origem das apostas desportivas online e a sua transformação digital, realçando como a integração de novas funcionalidades alterou a dinâmica deste setor. Neste cenário, as campanhas publicitárias tornaram-se intensas e omnipresentes quer em espaços digitais, quer em transmissões televisivas de eventos desportivos. Esta exposição contínua conduz à normalização do ato de apostar, criando a ilusão de controlo e promovendo comportamentos impulsivos, especialmente na população jovem. De modo a aprofundar este fenómeno, a pesquisa da literatura alicerçou-se na consulta de diferentes bases de dados online, na definição e aplicação de critérios de inclusão e exclusão. Assim, foi possível a identificação dos estudos que abordam os benefícios comerciais das estratégias de marketing e paralelamente, os desafios éticos e sociais decorrentes da sua aplicação. Entre os aspetos analisados, destacamse os efeitos dos incentivos financeiros (como os bónus de boas-vindas e as apostas sem risco), o papel dos influenciadores digitais e dos patrocínios desportivos, que, em conjunto, contribuem para a construção de uma perceção distorcida do risco entre os jovens. Após a análise da literatura conclui-se que a publicidade agressiva, aliada à presença constante de conteúdos persuasivos nas redes sociais, contribui para que os jovens desenvolvam comportamentos de jogo impulsivo e subestimem o risco financeiro e emocional, associados às apostas desportivas. Adicionalmente, esta revisão aponta para a disparidade entre os diferentes modelos regulamentares adotados em diferentes países. Enquanto algumas jurisdições impõem restrições severas à publicidade de apostas, outras adotam abordagens mais liberais, permitindo uma continua exposição desse público a mensagens promocionais. Esta diversidade realça a necessidade de políticas públicas integradas, que não apenas incentivem a inovação comercial, mas que também protejam os consumidores vulneráveis através de medidas preventivas e educativas. Em suma, o presente trabalho contribui para o debate académico e social ao evidenciar a dualidade inerente às estratégias de marketing no setor das apostas desportivas online. Por um lado, essas práticas são essenciais para o desenvolvimento e a competitividade do mercado, mas por outro, também podem incentivar a formação de hábitos de consumo prejudiciais. Assim, recomenda-se que futuras pesquisas aprofundem o estudo dos mecanismos psicológicos subjacentes à influência dos conteúdos publicitários e que as autoridades regulamentares adotem medidas mais rigorosas para mitigar os riscos associados à exposição contínua a campanhas promocionais agressivas.
Technological advances, the digitalization of services and increasing regulatory liberalization are driving the exponential growth of the online sports betting market in various countries. This phenomenon has been accompanied by the development of increasingly sophisticated marketing strategies aimed at capturing and retaining the loyalty of an ever wider and ever younger audience. This study is a systematic literature review whose main objective is to analyze the impact of these strategies on consumer behavior, focusing on the potentially harmful effects on the most vulnerable audiences. Firstly, the research contextualizes the origin of online sports betting and its digital transformation, highlighting how the integration of new features has changed the dynamics of this sector. In this scenario, advertising campaigns have become intense and omnipresent both in digital spaces and on television broadcasts of sporting events. This continuous exposure leads to the normalization of the act of betting, creating the illusion of control and promoting impulsive behavior, especially among young people. To deepen the understanding of this phenomenon, the literature search was based on consulting different online databases, defining and applying inclusion and exclusion criteria. In this way, it was possible to identify studies that address the commercial benefits of marketing strategies and, at the same time, the ethical and social challenges arising from their application. Among the aspects analyzed, we highlight the effects of financial incentives (such as welcome bonuses and riskfree bets), the role of digital influencers and sports sponsorships, which together contribute to the construction of a distorted perception of risk among young people. After an analyze of the literature, it is concluded that aggressive advertising, combined with the constant presence of persuasive content on social networks, contributes to young people developing impulsive gambling behaviors and underestimating the financial and emotional risk associated with sports betting. In addition, this review points to the disparity between the different regulatory models adopted in different countries. While some jurisdictions impose severe restrictions on betting advertising, others adopt more liberal approaches, allowing continued exposure to promotional messages. This diversity highlights the need for integrated public policies that not only encourage commercial innovation, but also protect vulnerable consumers through preventive and educational measures. In conclusion, this study contributes to the academic and social debate by highlighting the duality inherent in marketing strategies in the online sports betting sector. On the one hand, these practices are essential for the development and competitiveness of the market, but on the other, they can also encourage the formation of harmful consumer habits. It is therefore recommended that future research study the psychological mechanisms underlying the influence of advertising content and that regulatory authorities adopt stricter measures to mitigate the risks associated with continuous exposure to aggressive promotional campaigns
Technological advances, the digitalization of services and increasing regulatory liberalization are driving the exponential growth of the online sports betting market in various countries. This phenomenon has been accompanied by the development of increasingly sophisticated marketing strategies aimed at capturing and retaining the loyalty of an ever wider and ever younger audience. This study is a systematic literature review whose main objective is to analyze the impact of these strategies on consumer behavior, focusing on the potentially harmful effects on the most vulnerable audiences. Firstly, the research contextualizes the origin of online sports betting and its digital transformation, highlighting how the integration of new features has changed the dynamics of this sector. In this scenario, advertising campaigns have become intense and omnipresent both in digital spaces and on television broadcasts of sporting events. This continuous exposure leads to the normalization of the act of betting, creating the illusion of control and promoting impulsive behavior, especially among young people. To deepen the understanding of this phenomenon, the literature search was based on consulting different online databases, defining and applying inclusion and exclusion criteria. In this way, it was possible to identify studies that address the commercial benefits of marketing strategies and, at the same time, the ethical and social challenges arising from their application. Among the aspects analyzed, we highlight the effects of financial incentives (such as welcome bonuses and riskfree bets), the role of digital influencers and sports sponsorships, which together contribute to the construction of a distorted perception of risk among young people. After an analyze of the literature, it is concluded that aggressive advertising, combined with the constant presence of persuasive content on social networks, contributes to young people developing impulsive gambling behaviors and underestimating the financial and emotional risk associated with sports betting. In addition, this review points to the disparity between the different regulatory models adopted in different countries. While some jurisdictions impose severe restrictions on betting advertising, others adopt more liberal approaches, allowing continued exposure to promotional messages. This diversity highlights the need for integrated public policies that not only encourage commercial innovation, but also protect vulnerable consumers through preventive and educational measures. In conclusion, this study contributes to the academic and social debate by highlighting the duality inherent in marketing strategies in the online sports betting sector. On the one hand, these practices are essential for the development and competitiveness of the market, but on the other, they can also encourage the formation of harmful consumer habits. It is therefore recommended that future research study the psychological mechanisms underlying the influence of advertising content and that regulatory authorities adopt stricter measures to mitigate the risks associated with continuous exposure to aggressive promotional campaigns
Descrição
Mestrado em Gestão do Desporto. Universidade de Lisboa, Faculdade de Motricidade Humana
Palavras-chave
Consumer behavior Digital advertising Marketing Online sports betting Sponsorship Apostas desportivas online Comportamento do consumidor Marketing Patrocínio Publicidade digital