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A case study of the promotions for gambling and non-monetary gambling services viewed on Facebook for a young Australian male was included to respond to research questions 1, 2, 3 and 7. The best way to evaluate promotions typical Australian users would be exposed to on social media was considered. Facebook was considered the most relevant site to examine as this is the most popular social networking site in Australia and at the time of project commencement it was the social media site most commonly used for advertisements.

Establishing and evaluating proxy user accounts was considered, which would allow relevant factors to be controlled for, including age, gender, and engagement with gambling-themes and promotions. Accessing a large number of social media accounts from real users to determine the promotions they viewed would be difficult due to privacy settings and would either require users to provide their account details and passwords, or be relied upon to monitor promotions themselves, document and share thes.

An ethnographic case study approach was selected as although this would not be representative of all users, it would provide insights into the types of advertisements and promotions viewed by young males on Facebook, which appeared to be an important target audience based on preliminary investigations. Although the audit of social media would provide an objective view of the types of promotions posted by gambling operators on social media, this stage was considered important to gather information directly from operators and provide insight into the considerations behind the use of social media.

In addition, interviews aimed to further the understanding of how approaches to using social media were formed and potential future trends and developments. Being able to verify the information provided in the interviews with the results of the audit was important to reduce any potential bias that may be present in the interviews. A range of respondents were aimed to be included, including those with direct knowledge and responsibility for social media content as well as senior business developers and responsible gambling managers, as these perspectives were all relevant to the various research questions.

The information gained from these interviews would not be readily available from any other sources. Interviews were conducted with experts from operators of social casino game and gambling products, social casino game operators, representatives of gaming industry associations, government organisations, and other relevant experts to respond to research questions 1, 2, 3, 5, 6 and 7. The intention of the interviews was to gather information not publicly available in the rapidly developing field about regulations and codes of conduct for gambling and gambling-style services on social media, including in comparison with international jurisdictions.

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Interviews with international experts aimed to identify trends relevant to Australia including about how gambling and gaming opportunities were treated by companies providing both, perceived distinctions between gambling and gaming and points of convergence, regulatory and policy concerns, consideration for incorporating responsible gambling and gaming frameworks into promotions and products, and whether social media may be used to facilitate responsible gambling.

Combining the different stakeholder groups was considered appropriate as the knowledge and expertise within the various groups are all relevant to similar questions. Interviewing respondents with different perspectives was considered important to provide balance and account for the range of organisations with the potential to influence the gambling and gaming fields. As the gambling and gaming fields develop and change quickly in terms of products and promotions and regulatory and policy changes were underway during the course of the project, interviews with key expert stakeholders was considered an important element of the research to ensure that current views and information was obtained that would not otherwise be publicly available Interviews with users of social casino games, including those who also gambled were conducted to inform research questions 2, 3, 4, 5, 6, and 7.

In particular, in-depth interviews intended to understand transitions between gambling and gaming over time, the impact of gaming on gambling and vice versa , including any negative consequences experienced and individual preferences, motivations and experiences. Including representatives with a range of experiences was intended to provide insights into the differential impacts of gaming on gambling. The results could be used to provide illustrative examples and insights into the experience reported by survey respondents. A large online survey was conducted to inform most research questions, but particularly questions 4, 5, and 7.

The sample was not intended to be representative of all Australians, but attempts were made to make it was representative of Internet users as possible, and include online and land-based gamblers, including individuals with gambling problems, social media users, and social casino game users. The analysis of results aimed to provide descriptive statistics to understand how Australians use social media, social casino and practice games, whether these activities have any impact on gambling and gambling problems, including migration between activities, whether responsible gambling messages are observed through these activities, and whether social media may facilitate responsible gambling.

In addition to the descriptive statistics, comparisons would be possible between groups based on demographic characteristics, use of social casino games, use of gambling and experience with gambling problems.


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The following chapters describe the results of each stage of the study. The final chapter comprises a discussion of the combined results and situates them in the context of the existing literature. Specifically, this review provides a summary of the structure and nature of gambling and social casino gaming opportunities available through social media platforms, and how gambling operators employ social media to promote and facilitate access to gambling products and services.

The capacity of social media to promote social responsibility messages and activities is examined in this context. It then summarises research findings and expert opinion on the known and possible influences of these social media gambling activities on other types of gambling behaviour, including disordered gambling. Drawing on these findings and observations within this new and rapidly changing field, this review summarises local and international trends in gambling activities via social media. An overview of social media in general 2. The structure and nature of gambling and social casino gaming opportunities available through social media platforms 3.

Use of social media by gambling operators to promote products and services 4.

Availability and use of gambling and social casino gaming on social media, web and mobile platforms provided by gambling operators 5. Uptake and use of social casino games in Australia 6. Relationships between use of gambling, social casino gaming and gambling problems 7. Relationships between social media promotions by gambling operators and gambling problems, including the use and effect of promotions, and impact of exposure to promotions via social media 8.

Use of social media to promote responsible gambling practices 9.

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International and future trends in gambling via social media. The scope of this review is mainly limited to social media and gambling accessible in Australia; however, some pertinent information and details from international jurisdictions are included where relevant. Given that research on social media and gambling is a relatively new field of study, and that modern social media technologies and applications are only a recent technological development i. Reference lists of identified publications were also searched to lead to further relevant publications.

In addition, this search process identified key authors, and the computer database searches were then re-searched in the Scopus database. Reference lists of reviews of social media and gambling were also examined, as were the references of the included studies. In addition, the review searched the websites of university-based research centres to identify any relevant research publications or projects, either completed or in progress, both in Australia and internationally.

Published conference proceedings from major gambling conferences held worldwide were also consulted for relevant papers. Social media has fundamentally changed the way in which users engage with content and with each other on the Internet, predominantly through its creation of virtual communities focused on interactive content that is created and supported by users. Users may include individuals or groups and companies who are both consumers and publishers of content. User interactions typically revolve around a focal point such as a personal profile, discussion board, photo or video sharing, product reviews, blog post or other public content.

Focal points may also include gaming apps or other interactive entertainment products. Several types of Internet content and services fall under the general category of social media. Users can connect through their social media profiles, comment on videos, post common content and remix common files and media. Examples include: o Photos, e.

User-submitted location data often using mobile GPS or hotspot trilateration allows social networks to connect and coordinate users with local people or events that match their interests, e. A notable feature of social games is that users are able to link their online social network account to their gaming activities, so that their actions, progress and accomplishments in their game may be visible or promoted on their profile page.

Social gaming may occur seamlessly and simultaneously with other social network activities e. Social games have grown rapidly in popularity and attract, on average, an estimated million monthly users worldwide Morgan Stanley, ; www. The increased ubiquity of smartphones and use of social media has driven gaming away from specific gaming consoles and allowed them to fit the ever-growing niche devices and interests of a global population.

The ease of installation and accessibility of social games is also a major advantage over traditional video games.

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The economic value of the social media market is substantial and has been increasing rapidly since its inception. Revenue is primarily generated through advertisements, lead generation offers and micro- transactions within games virtual goods. Social game sessions can take place in very short periods of time i.

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This structural design enables users to access and exit the game at any time, without the need for preplanning or scheduling. Social games are relatively easy to learn and intuitive to play i. This can generally be avoided by making payments to access additional content or in-play features.

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Games generally include various game-specific currencies lives, coins, jewels , which may be earned through in-game play or purchased. Players are always given some free currency when they begin the game and can earn bonus currency for various tasks; however, once depleted, players have to wait for a set period generally overnight for their currency to be refreshed, unless they opt to purchase more. Given that these gaming activities are nested within the online infrastructure of a social network, communication and interaction between users is often a core feature of the game, and often players are required to share the game or items in the game with other players to make progress or earn virtual currency.