This study uses textual content analysis of online casinos to provide insights into how operators position themselves in the market. Qualitative data from the About Us pages of 19 online gambling websites is gathered and analysed using DICTION software. The resulting z-scores are further analysed using the Hierarchical Clustering on Principal Components (HCPC) function in the FactoMineR software package. Results indicate that the casinos investigated group into three distinct and meaningful clusters (activity/realism; low certainty; high certainty). The results confirm that this exploratory methodology, which combines computerized lexical analysis using DICTION and HCPC, is able to identify positioning differences. In addition, the presence of a relationship between identified clusters and casino rankings is also considered. Its confirmation suggests that casinos that emphasize risk (low certainty) are more likely to obtain higher rankings. The Web has provided a platform for a global online gambling industry where differentiation and positioning is crucial. Therefore, managers need to emphasize in their online and offline communication the often-held perception that one of the attractions of gambling is the thrill or excitement of beating the odds. Limitations are noted and possible areas for further research are indicated

Online gambling is a fast-growing phenomenon reflected in an industry experiencing rapid growth rates. Effective marketing in the industry requires a better understanding of what drives online gambling intention of recreational gamblers. This study introduces and considers the concept of anticipated enjoyment which, together with perceived fairness and social norm, impact online gambling intention. The resultant research model is tested using mediated-moderated regression among a sample of 270 respondents from an online gambling firm. Results indicate that anticipated enjoyment is an important driver of online gambling intention. Implications for management are discussed and limitations noted.

The growth of online gambling necessitates that both marketers and regulators have a better understanding of the gambling intention of players. Perceived fairness of customers towards operators has often been raised as a concern in the industry, but it has received limited attention in research on gambling intention. Theories that seek to explain purchase intention are considered and a model is proposed that investigates the role and impact that perceived fairness and system effort expectancy have on online gambling intention together with the moderating influence of user experience. Data from 255 online gambling customers are gathered and analysed using Hayes PROCESS analyses. Results indicate that perceived fairness impacts gambling intention directly, and indirectly strengthening the effect of effort expectancy on gambling intention. However, user experience weakens both these impacts. The research provides support for the inclusion of perceived fairness in theories that consider drivers of online gambling intention. In addition, the important role that perceived fairness plays offers support for gambling regulators who in recent years have sought to promote a fairer and more transparent deal to players. Firms in the online gambling industry can also look positively at activities enhancing fairness as its promotion can also enhance their performance.

Gambling has been around for hundreds, possibly thousands, of years, and is arguably one of the oldest forms of entertainment. It is a multifaceted phenomenon that has the obvious attraction of allowing a person the chance to win large amounts of money or a significant prize. While being a fascinating aspect of consumer behaviour, marketing scholars have shied away from giving it attention. This research focuses on recreational gambling and pursues a consumer behaviour perspective that seeks better understanding of online gambling intentions, by applying the Unified Theory of Acceptance and Technology – UTAUT/ UTAUT 2, to an online gambling context. It proposes additional hypotheses that account for the role of anticipated enjoyment and perceived fairness. Data are collected from 593 casino customers of an online gambling firm and analysed using PLS-SEM via Smart PLS. Results show that perceived fairness and anticipated enjoyment are significant drivers of gambling intention, with perceived fairness being fully mediated by effort expectancy, anticipated enjoyment and social influence. Shorn of drivers and moderators that have not been found to be significant, a gambling intention model titled UTAUT-GIM is proposed. Theoretical and managerial implications are discussed, limitations are noted and areas for further research are suggested.