Structural Characteristics of Games and Online Consumer Behaviour: an Analysis in the Italian Gambling Market
Keywords:
Internet gambling, characteristics of games, online consumer behavior, e-commerce, Italy
Abstract
The rapid growth of e-commerce over the last years has sparked a stream of research that has analysed the impact of Internet retailing on consumer behavior. This paper intends to offer a contribution, in the field of management studies, to the understanding of the reasons why the level of e-commerce use in a specific service sector, that of gambling, is different for different categories of services offered. In particular, the aims of this work is to analyze how the nature and specific characteristics of the different types of games could influence the customers’ decisions in terms of choice between digital and physical purchase channels. Thus, consequently, impacting the degree of development of online sales for the different types of gambling. This analysis is carried out in the context of one of the main national legal gambling markets in the world, the Italian one, in which Internet gambling is now a mature and consolidated industry. The results of the analysis have shown that for most of the traditional betting categories offered in Italy – Lotteries, Lotto, Totalisator numerical game, Bingo, Virtual bets – the nature and the distinctive characteristics of the game give little emphasis to the potential benefits usually associated with online gambling, and this has determined a reduced development of online sales. Only for Sports-based games (sports betting) the nature and characteristics of the game seem to have exploited a number of significant benefits that Internet gambling offers to players. This helps to understand why betting websites for Sports-based games have become the main channel of purchase in Italy. These results have interesting managerial implications for gambling operators, as discussed in this work.
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References
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9. Customs and Monopoly Agency. (2016). Libro blu. Organizzazione, statistiche e attività. Anno 2015. Retrieved at https://www.agenziadoganemonopoli.gov.it/portale/documents/20182/536133/Organizzazione,+attività+e+statistica+anno+2015.pdf/
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14. Effertz, T., Bischof, A., Rumpf, H.-J., Meyer, C., & John, U. (2018). The effect of online gambling on gambling problems and resulting economic health costs in Germany. European Journal of Health Economics, 19, 967-978.
15. Eurispes (2020). Bingo nella crisi del gioco legale in Italia, 9 luglio. Retrieved at https://eurispes.eu/news/eurispes-risultati-della-ricerca-bingo-nella-crisi-del-gioco-legale-in-italia/
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21. Goodie, A. S. (2015). Associations between gambling games and gambling problems: Whole games compared with temporal, skill characteristics, and other structural characteristics. Current Addiction Reports, 2(3), 249-253.
22. Griffiths, M. (1999). Gambling technologies: Prospects for problem gambling. Journal of Gambling Studies, 15(3), 265-283.
23. Hannum, R.C., & Cabot, A.N. (2009). Toward Legalization of Poker: The Skill vs. Chance Debate. UNLV Gaming Research & Review Journal, 13(1), 1-20.
24. Hing, N., Gainsbury, S., Blaszczynski A., Wood, R., Lubman, D., & Russel, A. (2014). Interactive Gambling. Centre for Gambling Education & Research, Southern Cross University. Retrieved at http://www.gamblingresearch.org.au/home/interactive+gambling+pdf
25. Humphreys B. R., & Perez L. (2012). Participation in Internet gambling markets: An international comparison of online gamblers’ profiles. Journal of Internet Commerce, 11, 24-40.
26. Kairouz, S., Paradis, C., & Nadeau, L. (2012). Are online gamblers more at risk than offline gamblers?. Cyberpsychology, Behavior, and Social Networking, 15(3), 175-180.
27. Leino, T., Torsheim, T., Blaszczynski, A., Griffiths, M. D., Mentzoni, R., Pallesen, S., & Molde, H. (2015). The relationship between structural game characteristics and gambling behavior: A population-level study. Journal of Gambling Studies, 31(4), 1297-1315.
28. Mataluni, F. (2013). La disciplina italiana in materia di giochi e scommesse. In G., Fidone, & A. Linguiti (Eds.), La disciplina dei giochi in Italia tra monopolio pubblico e mercato (pp. 61-140). Napoli, Italia: Giuffrè Editore.
29. Mulkeen, J., Abdou, H.A., & Parke, J. (2017). A three-stage analysis of motivational and behavioural factors in UK Internet gambling. Personality and Individual Differences, 107, 114-125.
30. Osservatorio Gioco online, Politecnico di Milano (2018). Il Gioco online in Italia: il mercato nel 2017, executive summary.
31. Pandimiglio, A., & Spallone, M. (2012). La valutazione economica delle innovazioni fiscali: metodologia e anticipazioni, CASMEF Working Paper Series, Luiss Guido Carli. Retrieved at http://static.luiss.it/RePEc/pdf/casmef/1108.pdf
32. Parke, J. & Griffiths, M. D. (2006). The psychology of the fruit machine: The role of structural characteristics (revisited). International Journal of Mental Health and Addiction, 4, 151-179.
33. Parke, J., & Griffiths, M. D. (2007). The role of structural characteristics in gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp. 211-243). New York, NY: Elsevier.
34. Parke, J., Rigbye, J.L., Parke, A.J. & Vaughan-Williams, L. (2012). The eCOGRA Global Online Gambler Report. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 140-160). New York, NY: Routledge.
35. Pilling, L., & Bartlett, W. (2012). The Internet Gambling Industry. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 48-58). New York, NY: Routledge.
36. Reportlinker (2020). Online Gambling Market Research Report by Game, by Device, by Payment Mode - Global Forecast to 2025 - Cumulative Impact of COVID-19. Market research report.
37. Sbordoni, S. (2010). Giochi concessi e gioco online. Roma, Italia: Istituto Poligrafico dello Stato.
38. Smith, G., Williams, R., & Hodgins, D. (2007). Research and measurement issues in gambling studies. New York, NY: Elsevier.
39. Statista (2022). Countries with the highest gross gaming revenue (GGR) in Europe in 2020. Sport & Recreation, Gambling. Retrieved at https://www.statista.com/statistics/586185/gross-gambling-revenue-europe-by-country/
40. Taylor, D.G., & Strutton, D. (2010). Has E-Marketing Come of Age? Modeling Historical Influences on Post-Adoption Era Internet Consumer Behaviors. Journal of business research, 63(9), 950-956.
41. Wardle, H., Moody, A., Griffiths, M., Orford, J., & Volberg, R. (2011). Defining the online gambler and patterns of behaviour integration: Evidence from the British Gambling Prevalence Survey 2010. International Gambling Studies, 11(3): 339-356.
42. Williams, R. T., Wood, R., & Parke, J. (2012). History, Current Worldwide Situation, and Concerns with Internet Gambling. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 3-25). New York, NY: Routledge.
43. Wood, R. T., & Williams, R. J. (2007). Internet Gambling: Past, Present, and Future, In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp. 491-514). New York, NY: Elsevier.
44. Wood, R. T., & Williams, R. J. (2009). Internet Gambling: Prevalence, Patterns, Problems, and Policy Options. Final Report prepared for the Ontario Problem Gambling Research Centre, Guelph, Ontario, Canada. January 5. Retrieved at http://www.abc.net.au/mediawatch/transcripts/0909_originalreport.pdf
45. Wood, R. T., & Williams, R. J. (2011). A comparative profile of the Internet gambler: Demographic characteristics, game-play patterns, and problem gambling status. New Media & Society, 13(7), 1123-1141.
46. Wood, R. T., Williams, R. J., & Lawton, P. K. (2007). Why Do Internet Gamblers Prefer Online Versus Land-Based Venues? Some Preliminary Findings and Implications. Journal of Gambling Issues, 20, 235-252.
47. Woolley, R. (2003). Mapping Internet Gambling: Emerging Modes of Online Participation in Wagering and Sports Betting. International Gambling Studies, 3(1), 3-21.
2. Borenstein, S., & Saloner, G. (2001). Economics and E-Commerce. Journal of Economic Perspectives, 15(1), 3-12.
3. Calvosa, P. (2013). The Regulated Internet Gambling Industry in Italy: Business Models Compared. European Scientific Journal, 9(22), 1-20.
4. Calvosa, P. (2015). Il comportamento dei consumatori nelle scelte di acquisto online: un’analisi del settore delle scommesse sportive in Italia. Economia dei Servizi, 10(1), 17-40.
5. Casmef, Deloitte Financial Advisory (2018). Il settore del gioco online: confronto internazionale e prospettive. Osservatorio sui Settori Regolati e le Infrastrutture, Università Luiss Guido Carli.
6. Cestari, M. (2013). Le scommesse a quota fissa. In G. Fidone, & A. Linguiti (Eds.), La disciplina dei giochi in Italia tra monopolio pubblico e mercato (pp. 141-146). Napoli, Italia: Giuffrè Editore.
7. Collesei, U., Casarin, F., & Vescovi, T. (2001). Internet e i cambiamenti nei comportamenti di acquisto del consumatore. Micro & Macro marketing, 10(1), 33-50.
8. Cotte, J., & Latour, K. (2009). Blackjack in the kitchen: Understanding online versus casino gambling. Journal of Consumer Research, 35, 742-758.
9. Customs and Monopoly Agency. (2016). Libro blu. Organizzazione, statistiche e attività. Anno 2015. Retrieved at https://www.agenziadoganemonopoli.gov.it/portale/documents/20182/536133/Organizzazione,+attività+e+statistica+anno+2015.pdf/
10. Customs and Monopoly Agency. (2017). Libro blu. Organizzazione, statistiche e attività. Anno 2016. Retrieved at https://www.adm.gov.it/portale/documents/20182/536133/cre-a-20170412-Libro%2Bblu%2B2016+rev05072017.pdf/be930354-13d9-46b9-958b-69eb128a1869?t=1606841536420
11. Customs and Monopoly Agency. (2018). Libro blu. Organizzazione, statistiche e attività. Anno 2017. Retrieved at https://www.adm.gov.it/portale/documents/20182/536133/ADMLibroBlu-2017-v2.pdf/0c4b31c2-46c9-4473-b5a5-b792a32da6ea?t=1606841492390
12. Customs and Monopoly Agency. (2019). Libro blu. Organizzazione, statistiche e attività. Anno 2018. Retrieved at https://www.adm.gov.it/portale/documents/20182/536133/LibroBlu_2018_Web.pdf/71883245-0320-4a6a-9c1f-be196ed4439f?t=1606841416338
13. Customs and Monopoly Agency. (2020). Libro blu. Organizzazione, statistiche e attività. Anno 2019. Relazione e Appendice. Retrieved at https://www.adm.gov.it/portale/libro-blu-organizzazione-statistiche-e-attivita-anno-2019
14. Effertz, T., Bischof, A., Rumpf, H.-J., Meyer, C., & John, U. (2018). The effect of online gambling on gambling problems and resulting economic health costs in Germany. European Journal of Health Economics, 19, 967-978.
15. Eurispes (2020). Bingo nella crisi del gioco legale in Italia, 9 luglio. Retrieved at https://eurispes.eu/news/eurispes-risultati-della-ricerca-bingo-nella-crisi-del-gioco-legale-in-italia/
16. Flepp, R., Nuesch, S., & Franck, E. (2017). The liquidity advantage of the quote-driven market: Evidence from the betting industry. The Quarterly Review of Economics and Finance, 64, 306-317.
17. Forrest, D. (2012). Online Gambling: An Economics Perspective. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 29-45). New York, NY: Routledge.
18. Gainsbury, S., Russell, A., Hing, N., Wood, R., Lubman, D., & Blaszczynski, A. (2015). How the Internet is changing gambling: findings from an Australian prevalence survey. Journal of Gambling Studies, 31(1), 1–15.
19. Gainsbury, S., Wood, R., Russell, A., Hing, N., & Blaszczynski, A. (2012). A digital revolution: Comparison of demographic profiles, attitudes and gambling behaviour of Internet and non-Internet gamblers. Computers in Human Behaviour, 28(4), 1388-1398.
20. Gandolfo, A. & De Bonis, V. (2011). Il gioco pubblico in Italia fra tradizione e innovazione: aspetti economici e di marketing, Discussion paper, n. 115, Collana di E-papers del Dipartimento di Scienze Economiche, Università di Pisa.
21. Goodie, A. S. (2015). Associations between gambling games and gambling problems: Whole games compared with temporal, skill characteristics, and other structural characteristics. Current Addiction Reports, 2(3), 249-253.
22. Griffiths, M. (1999). Gambling technologies: Prospects for problem gambling. Journal of Gambling Studies, 15(3), 265-283.
23. Hannum, R.C., & Cabot, A.N. (2009). Toward Legalization of Poker: The Skill vs. Chance Debate. UNLV Gaming Research & Review Journal, 13(1), 1-20.
24. Hing, N., Gainsbury, S., Blaszczynski A., Wood, R., Lubman, D., & Russel, A. (2014). Interactive Gambling. Centre for Gambling Education & Research, Southern Cross University. Retrieved at http://www.gamblingresearch.org.au/home/interactive+gambling+pdf
25. Humphreys B. R., & Perez L. (2012). Participation in Internet gambling markets: An international comparison of online gamblers’ profiles. Journal of Internet Commerce, 11, 24-40.
26. Kairouz, S., Paradis, C., & Nadeau, L. (2012). Are online gamblers more at risk than offline gamblers?. Cyberpsychology, Behavior, and Social Networking, 15(3), 175-180.
27. Leino, T., Torsheim, T., Blaszczynski, A., Griffiths, M. D., Mentzoni, R., Pallesen, S., & Molde, H. (2015). The relationship between structural game characteristics and gambling behavior: A population-level study. Journal of Gambling Studies, 31(4), 1297-1315.
28. Mataluni, F. (2013). La disciplina italiana in materia di giochi e scommesse. In G., Fidone, & A. Linguiti (Eds.), La disciplina dei giochi in Italia tra monopolio pubblico e mercato (pp. 61-140). Napoli, Italia: Giuffrè Editore.
29. Mulkeen, J., Abdou, H.A., & Parke, J. (2017). A three-stage analysis of motivational and behavioural factors in UK Internet gambling. Personality and Individual Differences, 107, 114-125.
30. Osservatorio Gioco online, Politecnico di Milano (2018). Il Gioco online in Italia: il mercato nel 2017, executive summary.
31. Pandimiglio, A., & Spallone, M. (2012). La valutazione economica delle innovazioni fiscali: metodologia e anticipazioni, CASMEF Working Paper Series, Luiss Guido Carli. Retrieved at http://static.luiss.it/RePEc/pdf/casmef/1108.pdf
32. Parke, J. & Griffiths, M. D. (2006). The psychology of the fruit machine: The role of structural characteristics (revisited). International Journal of Mental Health and Addiction, 4, 151-179.
33. Parke, J., & Griffiths, M. D. (2007). The role of structural characteristics in gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp. 211-243). New York, NY: Elsevier.
34. Parke, J., Rigbye, J.L., Parke, A.J. & Vaughan-Williams, L. (2012). The eCOGRA Global Online Gambler Report. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 140-160). New York, NY: Routledge.
35. Pilling, L., & Bartlett, W. (2012). The Internet Gambling Industry. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 48-58). New York, NY: Routledge.
36. Reportlinker (2020). Online Gambling Market Research Report by Game, by Device, by Payment Mode - Global Forecast to 2025 - Cumulative Impact of COVID-19. Market research report.
37. Sbordoni, S. (2010). Giochi concessi e gioco online. Roma, Italia: Istituto Poligrafico dello Stato.
38. Smith, G., Williams, R., & Hodgins, D. (2007). Research and measurement issues in gambling studies. New York, NY: Elsevier.
39. Statista (2022). Countries with the highest gross gaming revenue (GGR) in Europe in 2020. Sport & Recreation, Gambling. Retrieved at https://www.statista.com/statistics/586185/gross-gambling-revenue-europe-by-country/
40. Taylor, D.G., & Strutton, D. (2010). Has E-Marketing Come of Age? Modeling Historical Influences on Post-Adoption Era Internet Consumer Behaviors. Journal of business research, 63(9), 950-956.
41. Wardle, H., Moody, A., Griffiths, M., Orford, J., & Volberg, R. (2011). Defining the online gambler and patterns of behaviour integration: Evidence from the British Gambling Prevalence Survey 2010. International Gambling Studies, 11(3): 339-356.
42. Williams, R. T., Wood, R., & Parke, J. (2012). History, Current Worldwide Situation, and Concerns with Internet Gambling. In R. J. Williams, R. T. Wood, & J. Parke (Eds.), Routledge International Handbook of Internet Gambling (pp. 3-25). New York, NY: Routledge.
43. Wood, R. T., & Williams, R. J. (2007). Internet Gambling: Past, Present, and Future, In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp. 491-514). New York, NY: Elsevier.
44. Wood, R. T., & Williams, R. J. (2009). Internet Gambling: Prevalence, Patterns, Problems, and Policy Options. Final Report prepared for the Ontario Problem Gambling Research Centre, Guelph, Ontario, Canada. January 5. Retrieved at http://www.abc.net.au/mediawatch/transcripts/0909_originalreport.pdf
45. Wood, R. T., & Williams, R. J. (2011). A comparative profile of the Internet gambler: Demographic characteristics, game-play patterns, and problem gambling status. New Media & Society, 13(7), 1123-1141.
46. Wood, R. T., Williams, R. J., & Lawton, P. K. (2007). Why Do Internet Gamblers Prefer Online Versus Land-Based Venues? Some Preliminary Findings and Implications. Journal of Gambling Issues, 20, 235-252.
47. Woolley, R. (2003). Mapping Internet Gambling: Emerging Modes of Online Participation in Wagering and Sports Betting. International Gambling Studies, 3(1), 3-21.
Published
2022-10-19
How to Cite
Calvosa, P. (2022). Structural Characteristics of Games and Online Consumer Behaviour: an Analysis in the Italian Gambling Market. European Scientific Journal, ESJ, 10, 377. Retrieved from https://eujournal.org/index.php/esj/article/view/15999
Section
ESI Preprints
Copyright (c) 2022 Paolo Calvosa
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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