By Nicole Gomber
It’s finally March, which means the temperature is slowly rising, seasonal depression may be easing, and of course—it’s time for March Madness. For some, it’s simply a month full of college basketball games. For others, it’s a highly anticipated time of strategizing brackets, gathering at the local bar, and connecting with fellow basketball fans.
But have you ever watched a game and thought, “I feel like I’m seeing so many ads for DraftKings, FanDuel, and BetMGM… why is that?”
If it feels like advertisements for mobile sports betting apps are everywhere, it’s because they are. You might be wondering, “Why is this happening? I don’t remember seeing ads like this before.” If that sounds like you, you’re not alone in your curiosity.
Today’s discussion explores the rise of mobile sports betting, the strategies used to promote it, and how these factors can contribute to gambling addiction.
The History of the Legalization of Sports Betting
If the world of online sports gambling is unfamiliar to you, here’s a brief overview of how it became so widespread.
In 1992, the Professional and Amateur Sports Protection Act (PASPA) was enacted, banning sports betting in most states. The purpose of this law was to prevent states from legalizing and promoting sports betting operations rather than criminalizing individual bettors.
However, in 2018 the U.S. Supreme Court ruled that PASPA was unconstitutional under the Tenth Amendment. This decision gave individual states the authority to legalize and regulate sports betting within their borders.
Today, the United States hosts more than 40 legal sports betting apps, though availability varies by state. Some of the most recognizable platforms include FanDuel, DraftKings, and BetMGM.
How Advertisements Affect the Brain
Advertisements are intentionally designed to capture and hold our attention. Research published in the Journal of Neuroscience, Psychology, and Economics suggests that effective advertising engages multiple parts of the brain to evoke emotional responses and influence decision-making.
Rather than diving into complex neuroscience terminology, we can simplify the process using a basic formula:
A → B → C
A = Advertisements want your…
B = So they activate your…
C = So that you…
Attention
A: Advertisements want your undivided attention
B: So they activate your dorsolateral prefrontal cortex (the region responsible for executive functioning, focus, and decision-making)
C: So that you pay closer attention to the advertisement
Desire
A: Advertisements want you to want the product
B: So they activate your ventromedial prefrontal cortex and amygdala (areas involved in evaluating risk, reward, and emotional decision-making)
C: So that you become more likely to see purchasing the product as worthwhile
Memory
A: Advertisements want you to remember the product
B: So they activate your hippocampus (the brain region responsible for memory and learning)
C: So that you develop stronger recall of the product later
In short, marketing strategies are designed to influence how we feel, think, and remember.
Sportsbook Marketing and Advertisements
Sportsbooks use several marketing strategies to capture viewers’ attention and encourage engagement.
One common approach is celebrity endorsements. While celebrity advertising is not unique to gambling companies, sportsbooks rely heavily on it. When watching sports broadcasts, you may notice celebrities such as Kevin Hart promoting DraftKings, Vanessa Hudgens or Jamie Foxx promoting BetMGM, or Post Malone promoting FanDuel.
The goal is to trigger an emotional connection. When viewers see a familiar celebrity using a product, it can subtly create thoughts like:
“Post Malone uses FanDuel. Should I try it too?”
Another strategy is increasing the frequency and visibility of advertisements. Commercials are only one piece of the puzzle. Research from the University of Bristol found that gambling-related logos and advertisements can appear as frequently as every 13 seconds during high-profile sporting events. Additionally, sports betting advertisements are viewed hundreds of times daily on social media platforms.
Next time you watch March Madness or another major sporting event, notice how often sportsbooks are subtly advertised. You might see a billboard in the arena background, a logo on an announcer’s microphone, or graphics appearing on the screen during the broadcast.
Promotional offers are another powerful tactic. You may have heard promotions like “Bet $5 and get $200 instantly.” But what does that actually mean?
Typically, new users are encouraged to place a small, low-risk bet. When that bet wins, they experience the excitement of winning while also receiving “bonus bets.” This early success—combined with additional betting credit—can encourage continued participation.
For some individuals, what begins as casual betting for entertainment can gradually become a difficult cycle to break.
From Advertisement to Addiction
Try a quick exercise.
Close your eyes and imagine someone struggling with addiction.
Many people picture someone who appears disheveled, unemployed, or experiencing homelessness. However, addiction does not always look this way. Because of how our brains work, anyone can develop an addiction. Someone may appear to have their life together while struggling privately.
When people hear the word addiction, they often think of substance use, such as drugs or alcohol. However, addiction can develop around many behaviors, including:
- Social media
- Food
- Shopping
- Television or streaming
- Pornography
- Exercise or work
- Gambling
Today’s focus is gambling addiction, specifically related to mobile sports betting.
How Addiction Affects the Brain
Addiction can alter the brain’s reward and pleasure systems. Many addictive behaviors increase the release of dopamine, a neurotransmitter associated with pleasure and motivation.
When the brain experiences repeated spikes of dopamine, it begins to recalibrate. Over time, it may require higher levels of stimulation to produce the same sense of reward. This can lead to stronger cravings and increased use of the addictive behavior.
Addiction also affects some of the same brain regions targeted by advertisements, including the prefrontal cortex, amygdala, and hippocampus.
Using the same formula as before:
A → B → C
Attention
A: Addiction wants your undivided attention
B: So it activates your dorsolateral prefrontal cortex
C: So that you constantly think about the addictive behavior
Emotional Drive
A: Addiction wants you to engage in the behavior again
B: So it activates your ventromedial prefrontal cortex and amygdala
C: So that emotional triggers and reward-seeking behaviors increase
Memory and Habit
A: Addiction wants you to remember to return to it
B: So it activates your hippocampus
C: So that habits and cravings become stronger over time
What’s the Potential Impact?
When someone develops a gambling addiction, the consequences can be severe. Gambling addiction can lead to significant financial, relational, and mental health challenges.
According to Debt.org, the average gambling-related debt among men experiencing gambling addiction ranges between $55,000 and $90,000, while the average debt for women is approximately $15,000.
Beyond financial strain, gambling addiction is also associated with:
- Relationship conflict and divorce
- Social isolation
- Depression and anxiety
- Suicidal thoughts
Research suggests that divorce rates are twice as likely in relationships impacted by gambling addiction. Additionally, the suicide rate among individuals struggling with gambling addiction is significantly higher than in the general population.
What Should Viewers and Participants Consider?
As many of us prepare to fill out March Madness brackets or cheer for our favorite teams, it may be helpful to pause and reflect on how we interact with sports betting.
Consider paying attention to:
- How frequently betting apps are advertised
- How those advertisements make you feel
- Whether you experience curiosity or fear of missing out (FOMO)
Ask yourself:
“Is what I’m feeling right now the intended effect of this advertisement?”
Simply becoming aware of these influences can help you make more intentional choices.
It’s also wise to approach promotional offers cautiously. If something sounds too good to be true, it often is.
Supporting Someone Experiencing Addiction
If you are concerned that someone in your life may be struggling with addiction, one important factor to keep in mind is isolation.
Addiction often pulls individuals away from their loved ones, work, and activities they once enjoyed. One way to help counteract isolation is through connection.
Take opportunities to spend time together, express care and concern, and remind them that they are valued. Supportive relationships can play a meaningful role in encouraging someone to seek help.
Seeking Support
If you or someone you love is struggling with gambling addiction, support is available.
The therapists at reNEW YOU Counseling and Wellness are here to help individuals and families navigate addiction and build healthier relationships with themselves and others.
Reach out today to learn more about our services or to schedule an appointment.
About the Author
Nicole Gomber is a therapist at reNEW YOU Counseling & Wellness who is passionate about helping individuals better understand the connection between mental health, behavior, and the brain. Nicole works with clients navigating a variety of challenges, including addiction, anxiety, and life transitions. She strives to create a supportive and nonjudgmental space where clients can explore their experiences, build self-awareness, and develop healthier coping strategies.