The purpose of this project was to identify and describe the availability and promotion of gambling and social casino game opportunities via social media; whether there has been a transition between social casino game play and gambling; and the potential for social media to be used to promote responsible gambling.

Methodology:

The results reported below are based on a multi-stage study, including:

  • A literature review of academic, government, industry and other relevant publications.
  • An audit of the Australian-facing social media pages for 101 gambling operators licensed in Australia, which included a cross-section of types of gambling operators. Basic analyses examined the reach of social media and gathered examples of the types of posts made by operators.
  • A case study of the Facebook site of an Australian male user (aged 35), to collect and analyse examples of social media advertisements and promotions for gambling products and social casino games visible to an Australian consumer.
  • Interviews conducted with representatives of 12 Australian gambling operators, including a range of different types of gambling providers.
  • Interviews conducted with representatives of 12 organisations with expertise and insight into online gambling and social casino games. These included Australian and international policy makers, Australian and international social casino game operators, industry groups and international online gambling operators.
  • Interviews conducted with 12 Australian adult social casino game players.
  • An online survey of 1,554 adults (aged 18+) and 561 adolescents (aged 12– 17), conducted in May–June 2014 using Australian online panels recruited by a market research firm. The respondents were representative of the Australian population based on age, gender and State.