Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

Volume: 131, Pages: 206 - 216
Published: Jul 1, 2021
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
Volume
131
Pages
206 - 216
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