Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
Abstract
The sports industry has continued to grow on the basis of innovative practices. One such recent innovation in sport was the introduction of live on-screen betting odds during XFL game broadcasts. Such a service had never before been offered in the United States. This paper examines the impact of these live on-screen betting odds on fan engagement and consumer experience (increased spectator enjoyment and gambling intention) during the XFL...
Paper Details
Title
Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
Published Date
Jul 1, 2021
Journal
Volume
131
Pages
206 - 216
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