As millions of fans around the world tune in to the FIFA World Cup, many will also place bets on matches, goals and other game-changing moments. While sports betting has become increasingly woven into the fan experience, experts warn that the rapid expansion of online gambling is creating new risks for addiction.
For Dr. Luke Clark, Professor in UBC’s Department of Psychology, Director of the Centre for Gambling Research and member of the Djavad Mowafaghian Centre for Brain Health (DMCBH), the World Cup highlights how technology is transforming sports betting and why some people may be more vulnerable than others.
“Sports betting today looks very different from how it did a decade ago,” says Dr. Clark. “Online and mobile platforms have made gambling faster, easier and more accessible than ever before.”
When gambling becomes a problem
For many people, gambling is an occasional form of entertainment. But for some, it can develop into gambling disorder, a serious addiction characterized by an inability to control gambling despite harmful consequences.
Warning signs include needing to bet larger amounts over time, feeling restless or irritable when trying to cut back, and experiencing negative impacts on finances, work or relationships. One of the clearest indicators is “loss chasing,” where an individual continues to gamble in an attempt to recover previous losses.
“Loss chasing is one of the hallmark features of gambling disorder,” says Dr. Clark. “People become convinced that one more bet will help them break even, but that cycle can quickly spiral into escalating losses.”
Research shows that traits such as impulsivity, as well as other mental health conditions such as anxiety and depression, can increase vulnerability to gambling-related harms. However, risk is determined not solely by individual characteristics but also shaped by the design of the gambling platform.
How betting platforms are changing gambling
Traditional sports betting involved placing wagers before a game on the match outcomes, and then waiting for the final whistle. Modern platforms now offer a continuous stream of betting opportunities. Known as “in-play” betting, this allows bettors to place wagers throughout a game, on micro events such as the next goal or penalty kick. During a single match, gamblers can be presented with hundreds of betting options, encouraging rapid and repeated decisions. This format may have heightened appeal to people with higher levels of impulsivity.
The design of these platforms may further increase risk. Features such as live-streamed sports content, push notifications, personalized promotions and “cash out” options are designed to keep users engaged.
The cash out feature, which allows bettors to withdraw a wager before the event ends, is often marketed as a way to reduce risk. However, emerging research suggests frequent users of the feature report higher levels of depression, anxiety, stress and problematic substance use. Many say they cash out to limit losses or access money immediately, which can be linked to loss chasing behaviour.
“The platform itself has become an important part of the gambling experience,” says Dr. Clark. “Everything from payment settings to social features can influence how long people stay engaged and how often they bet.”
Who is most at risk?
While anyone can develop gambling-related problems, certain individuals may be more vulnerable than others. Research suggests that young men, highly engaged sports fans and athletes are all at elevated risk.
According to Dr. Clark, athletes face a unique set of pressures. Gambling has become deeply embedded in modern sports culture, with betting advertisements, sponsorships and promotions now commonplace across professional sports.
“Today’s athletes are surrounded by gambling marketing,” he says. “That level of exposure can make risks seem less apparent.”
Athletes may also contend with financial uncertainty, short careers and intense performance expectations. “Relative deprivation” is a trait where social comparisons with higher-paid teammates and competitors can contribute to risky financial behaviours. The confidence and resilience that help athletes succeed can also sometimes foster an illusion of control in gambling.
“A mindset of persistence and willingness to push boundaries is common for athletes,” says Dr. Clark. “However, when applied to gambling, it can contribute to cognitive distortions and loss-chasing.”
Beyond addiction, gambling among athletes also raises concerns about sporting integrity. Athletes who gamble may be more vulnerable to outside pressures related to competition manipulation and match-fixing, highlighting the need for education and prevention efforts.
More broadly, Dr. Clark notes that the accessibility of online gambling can increase risk for anyone. With betting available around the clock through smartphones, opportunities to gamble are never far away.
Gambling safely during major sporting events
As major tournaments like the World Cup generate excitement and unprecedented betting activity, Dr. Clark encourages people to view gambling as entertainment rather than a way to make money.
“What gambling in moderation looks like will vary from person to person,” says Dr. Clark. “But a useful starting point is only gambling what you can comfortably afford to lose.”
While an individual bet may result in a win, gambling products are designed to generate profits for companies over time. The longer people gamble, the more likely they are to lose overall.
As sports betting continues to expand across North America, Dr. Clark believes researchers, regulators and industry leaders must pay closer attention to the role that online platforms play in shaping behaviour.
“Technology is transforming gambling at an incredible pace,” he says. “Understanding how these products are designed, and how that design influences behaviour, will be critical for reducing harm and creating safer gambling environments.”
