La autorregulación en las plataformas de juego de azar online. Estrategias de marketing y responsabilidad social ante los jóvenes: Estrategias de marketing y responsabilidad social ante los jóvenes

María Galmes-Cerezo; Lidia Maestro-Espínola; Sonia Carcelén-García

doi:10.37467/revvisual.v9.3598

Authors

María Galmes-Cerezo Universidad Complutense de Madrid
Lidia Maestro-Espínola Universidad Complutense de Madrid
Sonia Carcelén-García Universidad Complutense de Madrid

DOI:

https://doi.org/10.37467/revvisual.v9.3598

Keywords:

Gambling, online betting, self regulation, Young People, Responsible gambling, Gambling operators, User experience

Abstract

With the expansion of online gambling, stakeholders are looking for ways to minimise the risk to young people, who are particularly vulnerable. The multi-case study, which analyses the web platforms of six gambling operators, finds that all include responsible gambling microsites and applications. The multi-case study, which analyses the web platforms of six gambling online operators, finds that all include responsible gaming microsites and applications, which have significant differences in the quality of the responsible gaming experience of young people. Operators' self-regulation is improving the online experience of responsible gambling, but some of their marketing strategies continue to encourage risky gambling behaviour among young people.

Downloads

Download data is not yet available.

References

Abarbanel, B.; Gainsbury, S.M.; King, D.; Hing, N.; y Delfabbro, P.H. (2016). Gambling games on social platforms: How do advertisements for social casino games target young adults? Policy Internet 2016, 9, 184–209. https://doi.org/10.1002/poi3.135 DOI: https://doi.org/10.1002/poi3.135

Becoña, E., & Becoña, L. (2018). Gambling regulation in Spain. In Gambling Policies in European Welfare States (pp. 83-97). Palgrave Macmillan, Cham. DOI: https://doi.org/10.1007/978-3-319-90620-1_5

Bonello, M. y Griffiths, M. D. (2017). Analysing consumer protection for gamblers across different online gambling operators: A descriptive study. Gaming Law Review and Economics, 21, 278-285. https://doi.org/10.1089/glre.2017.2134 DOI: https://doi.org/10.1089/glre.2017.2134

Calado, F., Alexandre, J., & Griffiths, M. D. (2017). Prevalence of adolescent problem gambling: A systematic review of recent research. Journal of gambling studies, 33(2), 397-424. https://doi.org/10.1007/s10899-016-9627-5 DOI: https://doi.org/10.1007/s10899-016-9627-5

Canale, N., Griffiths, M. D., Vieno, A., Siciliano, V., & Molinaro, S. (2016). Impact of Internet gambling on problem gambling among adolescents in Italy: Findings from a large-scale nationally representative survey. Computers in Human Behavior, 57, 99-106. https://doi.org/10.1016/j.chb.2015.12.020 DOI: https://doi.org/10.1016/j.chb.2015.12.020

Cooney, C., Columb, D., Costa, J., Griffiths, M. D., & O’Gara, C. (2018). An analysis of consumer protection for gamblers across different online gambling operators in Ireland: A descriptive study. International Journal of Mental Health and Addiction, 1-13. https://doi.org/10.1007/s11469-018-9968-7 DOI: https://doi.org/10.1007/s11469-018-9968-7

Cuesta-Cambra, U., Mañas-Viniegra, L., Niño-González, J. I., & Martínez-Martínez, L. (2019). El procesamiento cognitivo de la autorregulación publicitaria de los juegos de azar online en estudiantes universitarios. Revista Mediterránea de Comunicación 10(2), 147-162. https://www.doi.org/10.14198/MEDCOM2019.10.2.4 DOI: https://doi.org/10.14198/MEDCOM2019.10.2.4

Del Moral Pérez, M. E., Martínez, L. V., & Neira-Piñeiro, M. R. (2016). Minors trapped in the magical world of augmented reality, advergaming and social networks. Prisma Social, (1), 00-28. https://revistaprismasocial.es/article/view/1312

Derevensky, J. L., & Gupta, R. (2004). Adolescents with gambling problems: A synopsis of our current knowledge. Journal of gambling issues, (10). DOI: 10.4309/jgi.2004.10.3 DOI: https://doi.org/10.4309/jgi.2004.10.3

Derevensky, J., Sklar, A., Gupta, R. et al. (2010). An Empirical Study Examining the Impact of Gambling Advertisements on Adolescent Gambling Attitudes and Behaviors. Int J Ment Health Addiction 8, 21–34 (2010). https://doi.org/10.1007/s11469-009-9211-7 DOI: https://doi.org/10.1007/s11469-009-9211-7

Dirección General de Ordenación del Juego (2018): “Informe del Perfil del Jugador online”. Ministerio de Consumo

Dirección General de Ordenación del Juego (2019) Análisis del perfil del jugador online. Ministerio de consumo. Disponible en https://www.ordenacionjuego.es/es/informe-jugador-online (Recuperado 12 de abril de 2021).

Dirección General de Ordenación del Juego (2021): “Informe sobre el mercado del juego online”. Ministerio de Consumo. https://n9.cl/o5a1p

Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385 DOI: https://doi.org/10.5465/amr.1989.4308385

Floros, G. D., Siomos, K., Fisoun, V., & Geroukalis, D. (2013). Adolescent online gambling: The impact of parental practices and correlates with online activities. Journal of Gambling Studies, 29(1), 131-150. https://doi.org/10.1007/s10899-011-9291-8 DOI: https://doi.org/10.1007/s10899-011-9291-8

Forrest, D. & McHale, I. G. (2012). Gambling and problem gambling among young adolescents in Great Britain. Journal of gambling studies, 28(4), 607-622. https://doi.org/10.1007/s10899-011-9277-6 DOI: https://doi.org/10.1007/s10899-011-9277-6

Gainsbury, S. M., Tobias-Webb, J., & Slonim, R. (2018). Behavioral economics and gambling: A new paradigm for approaching harm-minimization. Gaming Law Review, 22(10), 608-617. https://doi.org/10.1089/glr2.2018.22106 DOI: https://doi.org/10.1089/glr2.2018.22106

García Ruíz, P., Buil Gazol, M. P., & Solé Moratilla, M. J. (2016). Consumos de riesgo: menores y juegos de azar online. El problema del “juego responsable”. Política y Sociedad vol 53 (2). https://doi.org/10.5209/rev_POSO.2016.v53.n2.47921 DOI: https://doi.org/10.5209/rev_POSO.2016.v53.n2.47921

Håkansson, A.; Widinghoff, C. (2020): Over-Indebtedness and Problem Gambling in a General Population Sample of Online Gamblers. Front. Psychiatry 2020, 11. https://doi.org/10.3389/fpsyt.2020.00007 DOI: https://doi.org/10.3389/fpsyt.2020.00007

Hayer, T., Kalke, J., Meyer, G., & Brosowski, T. (2018). Do simulated gambling activities predict gambling with real money during adolescence? Empirical findings from a longitudinal study. Journal of gambling studies, 34(3). https://doi.org/10.1007/s10899-018-9755-1 DOI: https://doi.org/10.1007/s10899-018-9755-1

Hernández-Ruiz, A. H. (2020). La protección al consumidor en las webs de juego online de los operadores con licencia en España. Adicciones, 32(3), 216-224. http://dx.doi.org/10.20882/adicciones.1262. DOI: https://doi.org/10.20882/adicciones.1262

INJUVE (2019): “Informe de la Juventud en España”. Ministerio de Derechos Sociales.

INJUVE (2020): “Informe de la Juventud en España”. Ministerio de Derechos Sociales.

Jacobs, D. F. (2000). Juvenile gambling in North America: An analysis of long term trends and future prospects. Journal of Gambling Studies, 16(2), 119-152. https://doi.org/10.1023/A:1009476829902 DOI: https://doi.org/10.1023/A:1009476829902

Kaakinen, M., Sirola, A., Savolainen, I., y Oksanen, A. (2020). Young people and gambling content in social media: An experimental insight. Drug and alcohol review, 39(2). https://doi.org/10.1111/dar.13010 DOI: https://doi.org/10.1111/dar.13010

Kim, H. S., Wohl, M. J., Gupta, R., y Derevensky, J. L. (2017). Why do young adults gamble online? A qualitative study of motivations to transition from social casino games to online gambling. Asian journal of gambling issues and public health, 7(1). https://doi.org/10.1186/s40405-017-0025-4 DOI: https://doi.org/10.1186/s40405-017-0025-4

King, D., Delfabbro, P., & Griffiths, M. (2010). The convergence of gambling and digital media: Implications for gambling in young people. Journal of Gambling Studies, 26(2), 175-187. DOI: 10.1007/s10899-009-9153-9 DOI: https://doi.org/10.1007/s10899-009-9153-9

Labrador, F. J., & Vallejo-Achón, M. (2020). Prevalence and Characteristics of Sports Betting in a Population of Young Students in Madrid. Journal of gambling studies, 36(1), 297-318. https://doi.org/10.1007/s10899-019-09863-y DOI: https://doi.org/10.1007/s10899-019-09863-y

Labrador, M., Labrador, F. J., Crespo, M., Echeburúa, E., & Becoña, E. (2020). Cognitive distortions in gamblers and non-gamblers of a representative Spanish sample. Journal of gambling studies, 36(1), 207-222. https://doi.org/10.1007/s10899-019-09870-z DOI: https://doi.org/10.1007/s10899-019-09870-z

Lesieur, H. R., & Rosenthal, R. J. (1991). Pathological gambling: A review of the literature (prepared for the American Psychiatric Association task force on DSM-IV committee on disorders of impulse control not elsewhere classified). Journal of gambling studies, 7(1), 5-39. https://doi.org/10.1007/BF01019763 DOI: https://doi.org/10.1007/BF01019763

Lewis, C., Polson, P. G., Wharton, C., & Rieman, J. (1990). Testing a walkthrough methodology for theory-based design of walk-up-and-use interfaces. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 235-242). https://doi.org/10.1145/97243.97279 DOI: https://doi.org/10.1145/97243.97279

Marionneau, V., & Nikkinen, J. (2020). Stakeholder interests in gambling revenue: an obstacle to public health interventions? Public Health, 184, 102-106. https://doi.org/10.1016/j.puhe.2020.03.021 DOI: https://doi.org/10.1016/j.puhe.2020.03.021

McBride, J., & Derevensky, J. (2009). Internet gambling behavior in a sample of online gamblers. International Journal of Mental Health and Addiction, 7(1), 149. https://doi.org/10.1007/s11469-008-9169-x DOI: https://doi.org/10.1007/s11469-008-9169-x

Nielsen, J. (1994, April). Usability inspection methods. In Conference companion on Human factors in computing systems (pp. 413-414). DOI: https://doi.org/10.1145/259963.260531

Nyemcsok, C., Thomas, S. L., Bestman, A., Pitt, H., Daube, M., & Cassidy, R. (2018). Young people’s recall and perceptions of gambling advertising and intentions to gamble on sport. Journal of behavioral addictions, 7(4), 1068-1078. https://doi.org/10.1556/2006.7.2018.128 DOI: https://doi.org/10.1556/2006.7.2018.128

Observatorio Español de las Drogas y las Adicciones (2019): Uso de Drogas en Enseñanzas Secundarias en España (ESTUDES). Ministerio de Sanidad, Consumo y Bienestar Social.

Oksanen, A., Savolainen, I., Sirola, A. & Kaakinen, M. (2018). Problem gambling and psychological distress: a cross-national perspective on the mediating effect of consumer debt and debt problems among emerging adults. Harm Reduct J 15, 45. https://doi.org/10.1186/s12954-018-0251-9 DOI: https://doi.org/10.1186/s12954-018-0251-9

Oksanen, A., Sirola, A., Savolainen, I., & Kaakinen, M. (2019). Gambling patterns and associated risk and protective factors among Finnish young people. Nordic Studies on Alcohol and Drugs, 36(2), 161-176. https://doi.org/10.1177/1455072518779657 DOI: https://doi.org/10.1177/1455072518779657

Oksanen, A.; Sirola, A.; Savolainen, I.; Koivula, A.; Kaakinen, M.; Vuorinen, I.; Zych, I.; & Paek, H.-J. (2021) Social Ecological Model of Problem Gambling: A Cross-National Survey Study of Young People in the United States, South Korea, Spain, and Finland. Int. J. Environ. Res. Public Health 2021, 18, 3220. https://doi.org/10.3390/ijerph18063220 DOI: https://doi.org/10.3390/ijerph18063220

Pierotti,D. (2005) Heuristic evaluation—a system checklist. Tech.Rep., Xerox Corporation, Society for Technical Communication.

Real Decreto 11/2020 (de 31 de marzo): Real Decreto por el que se adoptan medidas vigentes complementarias en el ámbito social y económica para hacer frente al COVID19. Publicado en el BOE nº 291 (4 de abril de 2020).

Real Decreto 958/2020 (de 3 de noviembre): Real Decreto de comunicaciones comerciales de las actividades de juego. Publicado en el BOE nº 291 (4 de noviembre de 2020)

Rockloff, M., Browne, M., Greer, N., Armstrong, T., y Thorne, H. (2019). Mobile EGM games: Evidence that simulated games encourage real-money gambling. Journal of gambling studies, 1-13. https://doi.org/10.1007/s10899-019-09869-6 DOI: https://doi.org/10.1007/s10899-019-09869-6

Savolainen, I.; Kaakinen, M.; Sirola, A.; Koivula, A.; Hagfors, H.; Zych, I.; Paek, H.-J.; y Oksanen, A. (2020): Online Relationships and Social Media Interaction in Youth Problem Gambling: A Four-Country Study. Int. J. Environ. Res. Public Health, 17, 8133. https://doi.org/10.3390/ijerph17218133 DOI: https://doi.org/10.3390/ijerph17218133

Sirola, A., Kaakinen, M., & Oksanen, A. (2018). Excessive gambling and online gambling communities. Journal of gambling studies, 34(4), 1313-1325. https://doi.org/10.1007/s10899-018-9772-0 DOI: https://doi.org/10.1007/s10899-018-9772-0

Sirola, A., Kaakinen, M., Savolainen, I., & Oksanen, A. (2019). Loneliness and online gambling-community participation of young social media users. Computers in Human Behavior, 95, 136-145. https://doi.org/10.1016/j.chb.2019.01.023 DOI: https://doi.org/10.1016/j.chb.2019.01.023

Spencer, R. (2000). The streamlined cognitive walkthrough method, working around social constraints encountered in a software development company. In Proceedings of the SIGCHI conference on Human Factors in Computing Systems 353-359. https://doi.org/10.1145/332040.332456 DOI: https://doi.org/10.1145/332040.332456

Thomas, S. L., Bestman, A., Pitt, H., Cassidy, R., McCarthy, S., Nyemcsok, C., ... y Daube, M. (2018). Young people’s awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11–16-year-olds in Australia. Harm Reduction Journal, 15(1), 1-13. https://doi.org/10.1186/s12954-018-0254-6 DOI: https://doi.org/10.1186/s12954-018-0254-6

Torrance, J., John, B., Greville, J., O’Hanrahan, M., Davies, N., y Roderique-Davies, G. (2021). Emergent gambling advertising; a rapid review of marketing content, delivery and structural features. BMC Public Health, 21(1), 1-13. https://doi.org/10.1186/s12889-021-10805-w DOI: https://doi.org/10.1186/s12889-021-10805-w

Van Der Maas, M., y Nower, L. (2020). Contradictions of responsible gambling policies and gambling provision int the context of rapid market expansion. Gaming Law Review, 24(7), 456-465. https://doi.org/10.1089/glr2.2020.0009 DOI: https://doi.org/10.1089/glr2.2020.0009

Vázquez-Fernández, M. J. y Barrera-Algarín, E. (2020). El juego online en España y las apuestas deportivas: los jóvenes como nuevos perfiles con ludopatía. Health & Addictions/Salud y Drogas, 20(2). https://doi.org/10.21134/haaj.v20i2.500 DOI: https://doi.org/10.21134/haaj.v20i2.500

Veselka, L., Wijesingha, R., Leatherdale, S. T., Turner, N. E., & Elton-Marshall, T. (2018). Factors associated with social casino gaming among adolescents across game types. Bmc Public Health, 18, 1167. https://doi.org/10.1186/s12889-018-6069-2 DOI: https://doi.org/10.1186/s12889-018-6069-2

Wong, I. L. K., & So, E. M. T. (2014). Internet gambling among high school students in Hong Kong. Journal of Gambling Studies, 30(3), 565-576. https://doi.org/10.1007/s10899-013-941 DOI: https://doi.org/10.1007/s10899-013-9413-6