In it to win it: An interdisciplinary investigation of sports betting

This project aims to understand social practices of using mobile phone sports betting apps among young adults in Australia.

This wide ranging project aims to understand how young adults use, communicate about and experience mobile phone sports betting applications in NSW, Australia. Gambling generates significant health and social harms. Yet there is little research on this topic. This interdisciplinary study uses social practice theory and combines ethnography and cognitive neuroscience to examine how use of sports betting apps is becoming established as everyday social practice – normalising gambling. The findings will enhance understanding of the social contexts of sports betting; and inform gambling policy and programmes to support better health and social outcomes.

The project consists of 4 stages:

Stage 1: ‘Getting to know you’ narrative interviews

Stage 2: Mapping Responses to Sports Betting Apps using EEG & Eye Tracking

Stage 3: Follow-up narrative interviews

Stage 4: Visual ethnography


Professor Ross Gordon: Queensland University of Technology. QUT  Business School. President: Australian Association of Social Marketing

Professor Gerda Reith: University of Glasgow. School of Social and Political Science.

Professor Gordon Waitt: University of Wollongong. Head of School. School of Geography and Sustainable Communities.

Associate Professor Joseph Ciorciari: Swinburne University of Technology.. Director Brain & Psychological Sciences Research Centre

Dr Lauren Gurrieri: RMIT. School of Economics, Finance and Marketing

Project dates

March 2019-March 2021


Australian Research Council, Discovery Grant Scheme: ARC DP190101405

Funding Amount: AUD$267,000


Professor Gerda Reith