How Are Polish Fans of Liverpool Club Interested in the World of Internet Gambling? | OneFootball

A yearly gathering of Liverpool FC fans in 2024 attracted nearly 150 people. It’s just a fraction of the total number, as the Official LFC Fan Club has nearly 5,000 followers, and the number is growing every month. Many of them enjoy the thrill of sports betting and gambling.

The end of sports fans’ passive content consumption has been mostly dictated by demographic trends and media fragmentation. As Generation Z and millennials place a higher emphasis on gamified, interactive fan experiences, sports betting and gambling presents an alluring option for clubs and leagues.

Polish Liverpool Fans Are Drawn to Online Gambling

Eighty percent of sports bettors concur that wagering makes live sports more entertaining. Furthermore, bettors already include betting into their fan behaviors and may do so in the future. 58% of sports gamblers claim to have placed a wager while watching live sports on a website or mobile app while at home.

When watching a live sporting event, 23% of sports bettors claim to utilize their mobile device to place bets. In terms of the future, 66% of sports bettors state they would like to be able to wager in real time on various game factors on their mobile device while they are physically present at an event.

“Polscy gracze coraz częściej przyciągani są przez platformy hazardowe online oferujące szybkie wypłaty, i nietrudno zrozumieć dlaczego. Dzięki opcjom, takim jak te dostępne na https://casinorix-pl.com/kasyna/szybkie-wyplaty/, gracze mogą cieszyć się szybkim i bezproblemowym procesem transakcji, co znacznie poprawia całe doświadczenie. Te platformy odpowiadają na potrzeby współczesnych użytkowników, stając się popularnym wyborem dla fanów sportu, którzy chcą obstawiać zakłady podczas oglądania ulubionej drużyny,” says Filip Kamiński, iGaming expert.

How Online Gambling Platforms Market to Polish Liverpool Fans

Gambling in Poland is legal. Things get more complicated with advertising, though. While there are several acceptable forms of gambling, advertising is tightly controlled. The only industry that can still be advertised on television during athletic events is sports betting. Bookmakers are obliged to warn about the dangers of gambling and the repercussions of breaking the law. No doubt they also resort to other forms of marketing, namely:

Out of those sponsorships are a key element of gambling marketing. As a result of sports sponsorship, gambling marketing permeates fan activities, sports-related media, in-person and broadcast athletic events, and goods. For instance, 10,999 gambling messages were found throughout the first Premier League weekend 2023-2024 coverage of match broadcasts, news, talk radio, and social media.

This corresponds to 2,750 messages a day on average, or 115 messages every hour.

Legal and Ethical Considerations for Polish Liverpool Fans

Gambling itself is legal in Poland, but there are increasing reports about tightening restrictions on advertisers. According to research, adults find sports gambling advertising to be quite repulsive, but children and young people find it to be significantly more intriguing.

In fact, since the majority of football followers are under 30, anything pertaining to esports, including gambling, appeals to kids and teenagers virtually by nature. It’s even debatable if teenagers will ever find gambling advertising to be particularly appealing.

The Future of Online Gambling for Polish Football Fans

A revision to the regulations governing casino marketing is expected in Poland. The self-regulatory strategy employed so far has favored sports betting corporations over the interests of the general population. Its fragmented regulations are insufficient to address the promotion of gambling in the digital era. At the moment, marketing for gambling is data-driven, ubiquitous, highly personalized, targeted, social, interactive, dynamic, and has disproportionate power over the general public.

The Polish government and the regulator have disregarded the strong evidence that gambling marketing is harmful by misusing the terminology and procedures of evidence-based policy.

Conclusion

Maradona, Spin & Score Megaways, Hooligan Hustle—the list of football-themed slots is long. Who doesn’t like to wager a few PLN in a game tailored to fit football fans’ tastes?

Responsible gambling is another thing. Sure, there’s conflict of interests between gambling operators and regulators. Proper regulations are needed, though, in order to protect minors and establish a healthy balance between fun and profit.

Various measures are introduced worldwide. In the UK, for instance, search engine casino and betting advertisements must clearly state that they are intended for users over the age of 18, and the advertisements themselves must provide messaging about safer gaming. The amount of children watching TV betting advertising during live sports programs has dropped, and this has been heralded as a tremendous achievement.