Sports betting is becoming a normal social group practice in Australia.
The study, conducted by Macquarie University and Swinburne University of Technology, and funded by the Victorian Responsible Gambling Foundation, identified that sports betting is becoming embedded as a normalised and regular social practice among young adults.
The research also found that consumers of sports betting effectively form lifestyle consumption communities, which sees social ties and connections form between people that bet on sport. The sociality and passion of being interested in sports (and sports betting) were found to be important factors that attract people to a lifestyle in which they bet on sport.
