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Gambling over the InternetGambling providers have begun to exploit the Internet as a vehicle for marketing their products and services. This article discusses the increase in Internet gambling and how the gambling industry has exploited technology to make market gains. Gambling on the Internet is a billion-dollar industry, with online lotteries and pools generating more than half of the total market value (i.e., $1.66 billion). There is a plethora of gambling opportunities, such as casino games and online games, and horse and event betting, although inevitably some of the rules of the games have had to be adapted to operate via the new medium. The home-based nature of interactive gambling means that consumers are no longer restricted by opening hours, social status, or membership requirements, and are able to choose from a wide selection of gambling sites. The nature of the response by gambling organizations to the changes in consumer behavior has depended on the willingness of providers to become online providers, domestic and/or international legislation, and of course Internet service provision, all of which will differ depending on the gambling products offered.
The marketing of gambling on the InternetIt is estimated that gambling on the Internet will be worth as much as $3bn by 2001. Gambling via interactive technology is already underpinned by two recent changes in consumer behaviour. First, increasing familiarisation with interactive technology and second, by changes in the way the gambling market operates. These already changing behaviour patterns, signal the success drivers on which gambling on the internet can build. The implications of this new leisure consumption pattern are discussed and the paper concludes that the synergy between marketing gambling and technology will transform the production and consumption of gambling.