Free Bet Promotions Linked to Increased Gambling Activity and Harm, Study Finds
New research from Australia and the UK suggests that free bet promotions significantly increase gambling participation while also being associated with higher levels of gambling-related harm, raising fresh concerns for regulators.
Study Highlights Impact of Free Bet MarketingA new joint study conducted across Australia and the United Kingdom has found that free bet promotions are strongly linked to increased gambling activity, while also contributing to higher risks of gambling-related harm. The findings add to growing evidence that promotional incentives play a critical role in shaping player behavior.Researchers observed that free bets — often used as a customer acquisition tool — can encourage more frequent betting and higher spending levels. While these offers are designed to attract and retain users, the study suggests they may also amplify risk among vulnerable players.Increased Engagement Comes with Elevated RisksThe research indicates that players exposed to free bet promotions are more likely to place additional wagers, often beyond their original intent. This pattern can lead to a cycle of continued engagement, driven by the perceived value of “free” wagering opportunities.However, the study also found
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