Responsible marketing communication in online gambling: a systematic review of strategies targeting youth

Abstract

This study examines the marketing communication strategies used by online gambling and betting (OGB) operators and their impact on young people, a group that is particularly vulnerable to gambling. Through the application of the conceptual framework of the conversion funnel and a systematic review of the literature, the communicative strategies and tactics deployed in each phase of the player's journey are comprehensively analysed. The results reveal that strategies such as normalization of the game, personalized promotions and emotional narratives generate cumulative effects that increase the risk of problematic behaviours among young people, from the misperception of control to the intensification of compulsive patterns. On the basis of these findings, a good practice guide that offers clear guidelines for operators to use communication in designing more ethical and responsible gambling experiences is proposed. This work not only contributes to the understanding of the marketing communication dynamics of the sector but also lays the foundation for future research and the development of regulatory policies that prioritize the protection of vulnerable users without compromising the commercial viability of the sector.