Emerging versus mature markets: Sports betting in Brazil and the United Kingdom
DOI:
https://doi.org/10.20397/2177-6652/2023.v23i3.2408Palavras-chave:
sports betting, gambling, emerging market, Brazil, United Kingdom.Resumo
Objective: Contrast Brazilian sports betting market with that of the United Kingdom - which is more mature and has a long-lived regulation - using the following dimensions: economic, legal, integrity, advertising, and public health.
Methodology: We collected secondary data from various Brazilian sources: (i) media, (ii) community, and (iii) government. To compare the Brazilian and the UK markets, we collected data from multiple government UK websites.
Originality: Although research has furthered knowledge of sports betting, it has emphasized some dimensions over others.
Main results: Brazilian actors are more concerned with the positive aspects of the economic and legal dimensions. Thus, they have not paid much attention to the negative aspects of integrity, advertising, and public health dimensions. By contrast, the debate about sports betting is more balanced in the UK. The UK actors acknowledge multiple dimensions of sports betting and how they affect each other.
Theoretical contributions: This paper adds knowledge by providing a holistic study of the sports betting market and contributes by analyzing an emerging market that is disregarded in the literature.
Social contributions: The comparison between two sports betting markets at different developmental stages (Brazil and UK) provides valuable lessons for Brazilian actors to frame a more balanced debate about sports betting. In addition, emerging markets unfamiliar with fixed odd sports betting can learn how to handle sports betting more adequately.
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