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Sports gambling has a very long history, evolving with and influencing cultures, classes, genders and races from antiquity until the present. Attempts to ban it have failed, with its problems regularly emerging in new forms. Given the still limited historiography, this chapter adopts a broad-brush, qualitative, socio-historical approach. It focuses on five themes: the change over time in the various sports betting systems, such as lotteries; the changing nature of social networks in terms of sports gambling; anti-gambling attitudes and their importance in shaping legislative attempts to control or suppress it; the changing regulation of sports betting; and the way identities such as class, age and gender impacted on sports gambling.

As digital technologies expand access to new forms of legalized gambling, including sports betting and online gaming, it is important to assess the impact of macroeconomic and equity market outcomes on fund flows into gambling. The authors’ findings will be of interest to policymakers and the gambling industry, as various forms of gambling, including day trading, gain broad public acceptance.

The authors examine the impact of macroeconomic forces, business cycles, and financial market wealth on gambling. The authors propose a nonlinear model linking aggregate gambling expenditures to macroeconomic, stock market, and gambling industry variables. The authors estimate the proposed model using nonlinear estimation procedures.

The authors find that price of wagering, incomes, and supply of gambling opportunities are the primary determinants of wagering demand. Aggregate wagering is negatively impacted by realized stock returns and market volatility, but rises during recessions.

To the best of the authors’ knowledge, the questions posed and addressed in this manuscript have not been addressed in prior literature.

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

This paper examines the changes in Macao's gaming public policy following the 2022 revision of the gaming law. The revision introduces more regulations on the gaming industry and highlights the gaming industry's contribution to economic diversification, anti-money laundering and national security. The paper analyzes the economic, cultural and political factors that motivated these changes and evaluates the effectiveness of the new gaming public policy.

This paper compares the different versions of Macao's gaming laws and the gaming laws of Nevada and New Jersey, using a qualitative approach to interpret the meanings behind the law text.

The paper reveals that Macao's gaming public policy has changed significantly. The revised policy focuses more on economic diversification than the growth of the gaming industry and imposes more responsibilities on the gaming operators. It predicts that Macao's gaming industry will face more difficulties in increasing its market share in the next decade.

The findings of this paper can help the Macao government assess its gaming public policy and other governments learn from the complex situation when developing their public policies.

The findings of this paper can enhance the understanding of Macao's gaming laws and the reality of Macao's gaming industry.

This paper is the first in academia to address Macao's new public policy toward gaming.

This study examines how informal business networks achieve marketing goals in socially uncertain contexts. Drawing from multiple historical sources, Shangbangs, a type of business network that thrived in pre-1949 China, are analyzed.

The Critical Historical Research Method (CHRM) undergirds a study of Shangbangs’ historicity (i.e. their socio-historically embedded multiplicity, including organizational forms, activities and connotations.

As informal regional, professional, project-based, special-product-based or mixed marketing networks, Shangbangs relied on “flexible specialization” and coupled multiple business needs to market goods and services, business organizations, specific social values and, when necessary, to debrand business rivals.

This analysis extends theories about marketing networks by probing their subtypes, diverse marketing activities, multipronged channels and relationship building with social entities (including underground societies, business associations and guilds) in response to pre-1949 China’s market uncertainties. Substantiating an alternative approach to “flexible specialization” and marketing innovations within the pre-1949 Chinese economy shows how a parallel theoretical framework can complement western-based marketing theories.

This first comprehensive analysis of Shangbangs, an innovative historical Chinese marketing network outside the conventional market-corporate dichotomy, can inform theory building for marketing strategy-making and management conditioned by social contexts.

Football is a popular sport among young people across Africa, incited by the heavy presence of European football that has become central to youth cultures, everyday social routines, forms of consumption and opportunities for establishing social status. A growing body of evidence suggests increasing trends in harmful gambling behaviours in African youth, while the proliferation of football betting particularly remains a critical potential risk for negative mental health outcomes among young people in Sub-Saharan Africa. This chapter draws on original empirical data from a web-based cross-sectional survey to examine the prevalence estimates and associations of socio-demographic and behavioural factors with football betting among young adults attending university in Ghana. It draws on a multivariable logistic regression model to assess the associations with football betting. Our findings point not only to the growing salience of football betting among male demographics, but also the role of peer culture, alcohol and media as predominant sources of participants' initiation of football betting. Moreover, participants indicated the motive ‘to make money’ as their single major motivation, which raises the prospect that football betting is used as a means to mitigate the adverse effects of unemployment. Overall, the study points to a need for harm prevention strategies that align more closely with public health approaches focused on students, their families, their communities and their universities/schools.

This chapter examines the shifting significance of data ownership and athlete rights as they pertain to the growth and expansion of the global sports gambling industry. It provides a nuanced overview of the ‘datafication’ of society, tracing how the omnipresent embrace of digital technologies has expediated new forms of organisational, political and corporate surveillance from which concerns over privacy, rights to ownership and the misuse of personal data arise. The chapter moves on to discuss how the extraction and trade of data has revolutionised how elite sport is performed, manufactured, broadcast and consumed, shedding critical light on the role of the gambling industry in the exchange of human data as a market commodity. These insights inform a series of socio-legal and ethical questions about the relationships between athlete data and the sports gambling industry for the purpose of signposting emerging issues and opportunities for critical sociological research and intervention.