As technology has advanced, so has the global sports betting industry in order to keep up with the times. Whereas before most sports wagering was done in physical betting shops, now sports betting has exploded in popularity online, driven by the fact that odds change in real time, and players can react and place wagers while a game is being played, as opposed to gambling solely on events placed before a game is played.
What’s more, users no longer have to go directly to an online betting company to decide what to bet on. Many tipsters have social media pages where they post predictions and pre-set betting slips. Players still need an account, but they can place a wager on games with just a few clicks rather than manually creating their own selection.
If you’re looking to get started with betting, check out our list of the best casino payment methods in South Africa.
The Convergence of Sports Media and Betting
At its core, the merging of sports media with gambling has fundamentally changed the viewing experience. It’s not just about the scoreline and game at that moment anymore.
Modern sports matches are full of data that influences betting decisions, including live odds and how in control a particular team is of the game. These factors certainly weigh on users who opt to gamble, but it doesn’t stop there.
Whether it’s on the advertising boards in the stadium, on the players’ shirts, or shown during an ad break, betting adverts are everywhere, especially in popular sports like football. As well as this, depending on the market where the game is being played, some commentators may reference betting markets as part of their analysis, and even specific bookmakers in some cases.
Whatever way you look at it, sports betting is embedded into the viewing experience for fans, regardless of whether they personally choose to gamble or not.
The Role of Social Media in Betting Behaviour
As we mentioned at the start, social media has evolved to become integral to the overall online sports betting experience.
Platforms such as X, TikTok, and YouTube have become key pillars of many sports fans’ engagement with their favourite sports, and this extends to written posts as well as videos. Crucially, this doesn’t just come from users actively seeking out sports-focused content. Social media algorithms that are laser-focused on individual preferences highlight sports content to viewers, regardless of whether or not they are related directly to betting.
As sports have become intertwined with betting, placing a wager on your favourite team has become a normalised part of the sports experience, as bettors have financial incentives to want their team to win in addition to the evergreen emotional stakes that naturally come with watching sports.
Influencers and the Rise of Tipster Culture
Influencers shape consumption in the digital age across a vast range of industries, and sports gambling is no different. Numerous individuals online have built large followings by sharing predictions, and especially for displaying winning bets. This significantly increases betting activity, especially where big wins are frequently highlighted and made to appear easily achievable simply by following the curated predictions that the tipster has laid out.
However, this environment can distort reality. While some online tipsters are upfront and will post both their losses and wins, some are not so open, and this gives off the illusion of consistent success.
Of course, no betting strategy wins 100% of the time, but by making it appear as though the predictions are correct more times than they are wrong, this can lead followers to overestimate their chances of winning, which could potentially lead to significant financial losses as bettors chase the dream of a big payout.
The Impact of Advertising and Normalisation
Advertising has also played a major role in shaping betting behaviour, and, as we mentioned earlier, betting adverts are everywhere now.
This is especially true during games that attract huge numbers of viewers. Betting companies know that certain events, like the World Cup Final, draw massive crowds, and roll out a range of promotions to lure in customers. These include free bets, boosted odds, and more. Moreover, these aren’t just restricted to new player offers, as they are made available to both new and existing users.
As these are regularly offered on big occasions, this further reinforces the idea that betting is a standard part of the sports experience, and this can be especially helpful in bringing in new customers who may not otherwise have engaged in sports betting behaviour.
The Rise of In-Play Betting
Technology has advanced rapidly in recent years, and it has now got to the point where betting during a game is almost as popular as, if not just as popular as, pre-match betting. This is in no small part due to the raft of statistics that are produced during a game, as users can see information on events such as the number of corners and action areas that can impact how they make a decision.
Furthermore, as odds change in real time to reflect the flow of the game, bettors have all the information they need to place a wager accordingly.
Psychological Effects on Bettors
Of course, while in-play betting can increase the excitement of watching the game, in-play betting markets also increase the likelihood of impulsive behaviour.
If a team is playing well and dominating the opposition, the psychological effects of betting mean that users who engage in in-play betting are much more likely to back them to score next. Yet, even though a team may be getting dominated, they could very well score against the run of play. You can’t predict the future as much as you may try, so even with data and statistics on your side, you’re still taking a risk.
Then there’s the emotional side of the equation. When you have skin in the game, you are much more likely to react emotionally to events in the game, and when this happens, people are much less inclined to think straight. Bettors may place unwise wagers when they are angry or frustrated, which can simply cause them to lose even more money.
Major Sporting Events as Catalysts
Major sporting events such as the FIFA World Cup, the Super Bowl, and the UEFA Champions League greatly increase the collective amount bettors wager, as these events benefit from enormous levels of media coverage and social engagement.
This broad coverage generates increased betting activity even from those who might not normally watch the sports in question. And, of course, where money is involved, the likelihood of emotional betting increases, especially for bettors whose own team or rivals are involved.
Risks and Regulatory Challenges
As popular as sports betting has become, it isn’t without its risks. Chiefly, increased exposure to betting content can contribute to problem gambling, particularly among vulnerable individuals. Bettors may have unrealistic expectations of winning which can cause them to bet more than they can afford, and put their financial security at risk.
In response, regulators around the world are beginning to introduce measures aimed at limiting the impact of gambling-related content. Already, countries like the UK have banned “whistle to whistle” betting adverts, meaning they can’t be shown during coverage of a football game, including both the pre-match forecast and post-match analysis. As well as this, bookmakers are mandated to limit at-risk user behaviour as much as possible, through filters such as betting limits and stricter Responsible Gambling tools.
Yet, while regulators may be able to impose certain restrictions on targeted regions, there are still ways around this. Many sports fans stream internationally if they are unable to otherwise watch a game, and while restrictions may be placed on a user’s account, they may circumvent this by opening an account with a different bookmaker.
The Future of Sports Media and Betting
Sports media has already become one of the most powerful forces shaping betting behaviour worldwide. It influences not only how people bet, but also how they perceive betting as part of their overall sports experience.
Looking ahead, the relationship between sports media and betting is likely to become even more integrated. And as technology advances, factors like artificial intelligence, personalisation, and immersive technologies could further blur the lines between watching and betting, and viewers may even receive tailored betting suggestions based on their preferences.
Yet, at the same time, the sports gambling industry is likely to come under increased scrutiny from both regulators and the public. As such, it is essential for a compromise to be reached that allows for increased participation in sports betting without invading users’ individual privacy.
