Sports betting apps have become inescapable for many Americans. With over two-thirds of states now allowing online gambling, these platforms are aggressively pushing into our lives – not just on the screen, but also through constant notifications popping up on our phones. This creates a unique set of concerns, raising questions about how this level of personalized marketing impacts responsible gambling and user behavior.
The sheer volume of these push notifications is striking. Eden Iscil, Senior Public Policy Manager at the National Consumers League, experienced this firsthand during his recent research into sports betting app behavior. Downloading FanDuel, DraftKings, and BetMGM, he discovered that while he wasn’t actually placing bets, the apps immediately began bombarding him with tailored advertising for games, players, and promotions – often several times an hour.
Iscil’s research, which involved comparing notification patterns from his actively betting phone to a separate one used only for observation, paints a stark picture. Over four weeks, he received 93 notifications on the active gambling account – with 95% of these promoting bets. During lunchtime and dinner hours (12-2 p.m. and 4-7 p.m.), the onslaught was even heavier. His non-betting phone saw only 15 notifications in the same period.
This relentless targeting, driven by algorithms that quickly learn a user’s supposed betting interests, poses several serious problems:
- Triggering Impulse: Gambling addiction experts warn that these personalized prompts can exploit existing vulnerabilities. Just as seeing ads for unhealthy food might increase cravings for someone prone to overeating, viewing gambling notifications can trigger impulses in those susceptible to addictive behaviors.
- Fueled Frequency: The sheer volume of messages encourages more frequent engagement with the apps. This constant stream of “deals” and “exclusive opportunities” blurs the lines between casual browsing and impulsive betting.
Dark Patterns & Regulatory Gaps
This aggressive strategy aligns with what researchers call “dark patterns” – manipulative design tactics used to nudge users towards specific actions, often without their full awareness or consent. Experts like Dr. Philip Newall at the University of Bristol point out that these tactics have intensified because of mobile betting’s immediacy and accessibility. While it’s easy to set deposit limits on a computer, rapidly placing bets with the tap of a phone button creates a very different dynamic.
The lack of consistent federal regulations around push notifications for marketing purposes exacerbates the issue. While email opt-out laws exist, there’s currently no equivalent requirement for these more intrusive, real-time alerts on apps.
What You Can Do
While tech companies grapple with ethical considerations and regulators catch up, individuals must take proactive steps to protect themselves:
- Turn Off Notifications: Actively disable gambling app notifications whenever possible. The temptation they present outweighs the convenience of occasional alerts.
- Batch Reading: If you do choose to allow them, try reviewing all notifications at once rather than reacting to each individual prompt. This promotes a more deliberate and mindful approach to gambling-related information.
- Use App Limits: Set spending and time limits within your gambling apps. Utilize the built-in features designed to curb excessive use.
The rise of sports betting has ushered in an era of highly personalized marketing, where our phones become extensions of the casino floor. While this presents exciting opportunities for entertainment, it also demands critical awareness from both consumers and industry players alike.
