英超联赛中的赌博、加密货币和金融交易应用营销:游戏logo的频率分析

IF 6.6 1区 医学 Q1 PSYCHIATRY Journal of Behavioral Addictions Pub Date : 2023-11-27 Print Date: 2023-12-22 DOI:10.1556/2006.2023.00066
Jamie Torrance, Conor Heath, Maira Andrade, Philip Newall
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引用次数: 0

摘要

背景与目的:英国足球的赌博化导致了与赌博和赌博类产品(如加密货币和金融交易应用程序)相关的游戏内营销的激增。作为回应,英超联赛(EPL)从2026年起禁止在球衣正面出现赌博标志。这项禁令不影响其他类型的赌博营销(例如,袖子和球场边的广告牌),也不影响赌博类产品。因此,本研究旨在评估禁令对不同类型的营销暴露的隐含总体减少。方法:我们对2022/23赛季英超联赛的10次转播中与赌博、加密货币和金融交易相关的徽标进行了频率分析。对于每一个相关的标志,我们编码:市场上的产品,相关的品牌,单个标志的数量,标志的位置,标志的持续时间,以及是否存在减少危害的内容。结果:10个广播中有20941个相关标志,其中13427个(64.1%)仅用于赌博,2236个(10.7%)用于赌博和加密货币,2014个(9.6%)用于加密货币,2068个(9.9%)用于加密货币和金融交易,1196个(5.7%)用于金融交易。球衣正面有1075个与赌博有关的标志,占所有与赌博有关的标志的6.9%,占所有标志总数的5.1%。球场边的广告牌是最常见的营销地点(52.3%),3.4%的标识含有减少危害的内容。讨论与结论:与赌博、加密货币和金融交易相关的品牌标识在EPL广播中很常见。大约每20个赌博和类似赌博的标志中就有1个受到英超自愿禁止在球衣正面赞助赌博的禁令的约束。
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Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos.

Background & aims: The gamblification of UK football has resulted in a proliferation of in-game marketing associated with gambling and gambling-like products such as cryptocurrencies and financial trading apps. The English Premier League (EPL) has in response banned gambling logos on shirt-fronts from 2026 onward. This ban does not affect other types of marketing for gambling (e.g., sleeves and pitch-side hoardings), nor gambling-like products. This study therefore aimed to assess the ban's implied overall reduction of different types of marketing exposure.

Methods: We performed a frequency analysis of logos associated with gambling, cryptocurrency, and financial trading across 10 broadcasts from the 2022/23 EPL season. For each relevant logo, we coded: the marketed product, associated brand, number of individual logos, logo location, logo duration, and whether harm-reduction content was present.

Results: There were 20,941 relevant logos across the 10 broadcasts, of which 13,427 (64.1%) were for gambling only, 2,236 (10.7%) were for both gambling and cryptocurrency, 2,014 (9.6%) were for cryptocurrency only, 2,068 (9.9%) were for both cryptocurrency and financial trading, and 1,196 (5.7%) were for financial trading only. There were 1,075 shirt-front gambling-associated logos, representing 6.9% of all gambling-associated logos, and 5.1% of all logos combined. Pitch-side hoardings were the most frequent marketing location (52.3%), and 3.4% of logos contained harm-reduction content.

Discussion & conclusions: Brand logos associated with gambling, cryptocurrency, and financial trading are common within EPL broadcasts. Approximately 1 in 20 gambling and gambling-like logos are subject to the EPL's voluntary ban on shirt-front gambling sponsorship.

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来源期刊
CiteScore
12.30
自引率
7.70%
发文量
91
审稿时长
20 weeks
期刊介绍: The aim of Journal of Behavioral Addictions is to create a forum for the scientific information exchange with regard to behavioral addictions. The journal is a broad focused interdisciplinary one that publishes manuscripts on different approaches of non-substance addictions, research reports focusing on the addictive patterns of various behaviors, especially disorders of the impulsive-compulsive spectrum, and also publishes reviews in these topics. Coverage ranges from genetic and neurobiological research through psychological and clinical psychiatric approaches to epidemiological, sociological and anthropological aspects.
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