![]() ![]() The attention of the media and regulators has the potential for disruption. In April 2019 a reduction in the maximum stake on Fixed-Odds Betting Terminals (FOBTs) led to a 25% fall in revenues at one bookmaker and the closure of hundreds of betting shops. As a consequence of its widespread appeal (almost three-quarters of UK adults participate in some way each year), and the potential for social harm through problem gambling, the industry is highly scrutinised regulated and taxed (Blaszczynski et al., 2004, Miller and Michelson, 2013). In the UK, consumer spending on gambling amounted to over £14 billion in 2018/19 across various activities including the National Lottery, bingo, sports betting, casino games and slot machines (Gambling Commission, 2019), accessed via high street bookmakers and their digital platforms, plus online-only gaming formats (Lopez-Gonzalez et al., 2017). It is also lucrative - for bookmakers if not punters. Gambling, according to the UK government, is a popular leisure activity that is enjoyed by many. students at The Brandmovers Institute at London Southbank University. Some contrarian insights from our research team and PhD. The findings suggest most of this behaviour is recorded in bookmaker loyalty data and could be used to trigger interventions. Nevertheless, problem gambling is serious social harm affecting just under one percent of people aged 16+. The criticism of loyalty programmes is that they exploit gamblers, but the evidence suggests exactly the reverse. Drawing on recent, large scale social research datasets we conduct brand-user profiling and duplication of purchase analysis to show that the behaviour of scheme members is already established and therefore predictable – but it isn’t loyal. We report on the behavioural outcomes of bookmaker loyalty programmes, extending two empirical generalisations that predict split- loyal, habitual consumer choice behaviour. Evidence from the retail and travel sectors shows that loyalty schemes do not segment the market in this way, although few if any studies have yet explicitly, examined membership loyalty behaviour in the gambling industry. It is implied that they cause problem gambling. Kentucky Derby winner Mage will try to follow up his Churchill Downs success a fortnight ago and there’s Irish interest in the race too as Derry rider Fergal Lynch teams up with the 20-1 outsider, Perform, in the seven-runner field.Abstract A popular conception of bookmaker loyalty programmes is that they lock in heavy punters and entice them into ever greater spending. ![]() There is Classic action in the US on Saturday with the second leg of the Triple Crown, the Preakness at Pimlico in Baltimore due off a minute after midnight. That race also remains an alternative option for Dermot Weld’s Tahiyra, who finished runner-up to Mawj at Newmarket. She will instead wait for Ascot’s Coronation Stakes. The Irish Classic campaign will begin at the Curragh next weekend and it emerged on Friday that the Newmarket heroine Mawj will not attempt a 1,000 Guineas double. ![]() In the opener, the English rider has opted for River Tiber, who also faces very different going compared to his 10-length winning debut. Ryan Moore is on The Antarctic in the Group Three Lacken Stakes where he should be suited by better ground conditions than on his seasonal debut. Bought by Australian connections for 850,000 guineas last year, the ex-Jack Davison trained mare looks favoured by the race conditions. The earlier Sole Power Sprint will see the Group Two winner Mooneista have a first start for Joseph O’Brien.
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