A recent study published in the Journal of Gambling Studies has found that living closer to land-based gambling venues in the UK is associated with a higher likelihood of participating in online gambling. The research, conducted by Jing Zhang, Lunin Li, and Emmanouil Tranos from the University of Bristol and the University of Glasgow, was based on a national survey commissioned by GambleAware and carried out by YouGov between October and November 2022.
Research Methodology and Key Findings
The study analyzed responses from nearly 12,000 UK residents whose addresses could be precisely determined. Researchers assessed proximity by both the number of gambling venues in a respondent’s area and the average distance from home to the four nearest venues. To account for hidden variables, a double negative control method was used. The work received partial funding from GambleAware.
Results showed that the 10% of respondents living closest to gambling establishments were 1.49 times more likely to gamble online than the 10% living furthest away. This effect was even more pronounced in suburban and rural areas, where the likelihood increased by 1.69 times. Specifically for online sports betting, those in suburban and rural locations living closest to betting shops were 1.24 times more likely to place bets online than those furthest away. The estimated probability of online gambling was 14.5% for those living 0.5 km from a venue, compared to 12.6% for those 2.5 km away.
Interpretation and Regional Differences
The authors suggest that proximity to land-based venues can both deter and encourage online gambling, with the overall impact varying by area and type of gambling. For example, in areas outside city centers, being close to betting shops was linked to a higher likelihood of online sports betting. However, a similar connection was not found for online casino or bingo play. In city centers, living near gambling venues was actually associated with a lower probability of gambling online. The study also noted that when proximity was measured by the number of venues rather than distance, the effect disappeared after accounting for hidden factors.
Significance for Industry Stakeholders
These findings provide valuable insights for operators, affiliates, and regulators. Understanding the relationship between physical venue proximity and online gambling behavior can inform responsible gambling strategies, marketing approaches, and regulatory policies. The research highlights the importance of considering local context and gambling type when assessing market trends and potential risks related to gambling accessibility.
Key takeaways
- Living closer to gambling venues in the UK is linked to higher online gambling rates.
- The effect is stronger in suburban and rural areas, especially for online betting.
- Proximity to venues does not impact online casino or bingo play in the same way.
- Results may help inform responsible gambling efforts and local policy decisions.