Content area
Abstract
The problem. Sports lottery operators are experiencing increased competition from sports betting products in the global market place. Transnational sports betting companies have increased competition with the sports lottery operators by promoting niche gambling consumer products for soccer games. Transnational sports betting companies have gained momentum by employing strategic marketing efforts in their quest to attract the new players. Once it is accepted that some forms of sports betting can be beneficial not only to the consumers who play, but also to the development of the sport itself, then the focus shifts from the field of ethics to that of motivation and marketing.
Method. The study focused on motivational factors in the purchasing of the Toto soccer pool wagering product. The factors are investigated from an international marketing point of view with an etic approach. A research model was developed from the behavioral sciences detailing the role of motivation in the purchasing decision. The focus was on human motivation in general, motivation for gambling activities, and motivation specific to the soccer pool-wagering product.
This international consumer behavior study was based on a survey of Toto soccer lottery players in three countries made possible through collaboration with universities in the countries surveyed.
Results. The study revealed that the motivations to purchase and play the sports lottery Toto game are different among the three counties. The analysis of the pooled survey data from the three countries found several underlying dimensions that motivated playing sports lotteries: Social networking, monetary aspects and leisure experiences. From theoretical perspective, the findings supported existing theories of hedonic, symbolic and economic motivations for playing. Practical marketing strategies were derived from player profile and psychographic data, with a view toward generating increased frequency of play and recruitment of new players for the Toto game. This will allow sports lottery operators to establish a competitive edge and increase their share of the sports gambling industry.
