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The marketing of gambling on the Internet

Clare Brindley (Department of Business and Management, Manchester Metropolitan University, Crewe, Cheshire, UK.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 October 1999


It is estimated that gambling on the Internet will be worth as much as $3bn by 2001. Gambling via interactive technology is already underpinned by two recent changes in consumer behaviour. First, increasing familiarisation with interactive technology and second, by changes in the way the gambling market operates. These already changing behaviour patterns, signal the success drivers on which gambling on the internet can build. The implications of this new leisure consumption pattern are discussed and the paper concludes that the synergy between marketing gambling and technology will transform the production and consumption of gambling.



Brindley, C. (1999), "The marketing of gambling on the Internet", Internet Research, Vol. 9 No. 4, pp. 281-286.




Copyright © 1999, MCB UP Limited