ABSTRACT
Interactive gambling in all its forms (computers, smartphones, wireless devices and, to a
lesser extent, interactive television) is revolutionizing the delivery of gambling products.
Substantial changes imposed by Internet gambling have made an impact on virtually every
relevant sector and interested agencies including governments, politicians, policymakers
and regulators, operators (online and offline), treatment providers, researchers and, of
course, consumers. Internet usage and penetration has increased substantially, growing
480% worldwide since 2000 (Miniwatts Marketing Group, 2011). The majority of the
population in Europe, North America and Australasia have access to the Internet through
computers and mobile phones, and penetration of Internet access has grown over 1000% in
Africa, the Middle East and Latin America and the Caribbean since 2000 (Miniwatts
Marketing Group, 2011). In recognition of the tremendous potential market for Internet
gambling, over 690 owners and operators have established an estimated 2595 Internet
gambling websites (Casino City Online, 2011). Given the ease with which customers can
access a variety of different sites, operators must compete for player loyalty.
Consequentially, Internet gambling sites typically offer high levels of return to player
(estimated winnings range from 88% to 98.7%) and sophisticated interactive games and
products (Ranade, Bailey, & Harvey, 2006). Many sites also aim to engender trust and
loyalty amongst players by offering bonuses for opening accounts and ongoing betting and
deposits, and providing secure payment methods and some levels of customer protection
(Church-Sanders, 2011; Ranade et al., 2006).
