Volume 6, Issue 3, March – 2021 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

An Assessment of Patterns, Risks and Effects of

Online Sports Betting Among Youths in
South-East Nigeria
Chinwe Uzochukwu E (Ph.D) Kenneth Ekene Ohiri Msc Degree Student
Professor of Mass Communication Department of Mass Communication
Nnamdi Azikiwe University Nnamdi Azikiwe University
Awka, Anambra State, Nigeria Awka, Anambra State, Nigeria

Abstract:- The study focused on the patterns, motivation recently, the earliest sports betting firms in Nigeria
and effects of online betting among youths in South East recorded their first entry into the market in 2007 (Kazeem,
Nigeria and the factors predisposing these youths to 2015).While gamblers rely purely on luck in order to win,
online sports betting behaviour. A total of 291 other variables, such as knowledge and information on
respondents were selected using a simple random betting tips are of great importance in being successful in
technique which provided quantitative data analysed in betting.
the study. The Social learning theory and Diffusion of
Innovations theory provided theoretical underpinnings While most forms of gambling on sports have been
for the study. The study agreed that the respondents who stable or decreased over the last few years, online betting
were found to be avid online bettors in a social learning has nearly doubled its prevalence rate in the 2009-2014
sense, have learned betting behaviour through imitation periods (Georgiu, 2015). Drawing on the high rate of
of influential models such as family members and friends poverty and the stereotypical ‘quick to make it syndrome’
within their peer group. The study also proof that the among youths in the South East and the proliferation of
younger and unemployed respondents were more smart phones backed by nascent Internet regulatory
involved in online sports betting than the older and frameworks, bookmakers appear to have succeeded in
employed respondents; with regards to factors normalizing the action of wagering money on the outcome
predisposing the respondents to online sports betting, of a sporting competition (Parke, Harris & Parke, 2014). The
majority of them stated that their main reason was to novelty of the online component has raised questions
earn extra income and the study recommend that a regarding the new nature of sports betting, bringing to the
national committee be set up to streamline the frivolous public debate the yet unseen implications of this recent form
and appealing massive advertisement undertaken by of gambling in the new media. The youth in Nigeria
online sports betting companies; secondly, psychologists represent more than half of 195 million of the country’s
should intensify effort to organize seminars/conferences population and their unemployment is twice the country's
on the implications of online sports betting on youths average (National Bureau of Statistic, 2016).Yet, these
behaviour and general wellbeing among others. youth have immersed themselves in online sports betting on
a daily basis, both the employed and unemployed alike.
Keywords:- Assessment, Motivation, Online, Pattern, South
East. This study, therefore, assessed the youths in South
East Nigeria to ascertain their pattern in online sport betting,
I. INTRODUCTION their reasons for betting and the effect that constant activity
has on them and the society.
In Nigeria today, shanty wooden structures or shops
with a number of benches, a television and a satellite dish II. STATEMENT OF THE RESEARCH
are common sights. These venues, popularly called ‘viewing PROBLEM
centres’, offersports fans a chance to watch league games,
usually for less than a dollar. As the popularity of these More than 60 million Nigerians between 18 years and
matches grew in the early 2000, so did the presence of these 40 years of age spend about N1 billion daily on sports
viewing centres occasioned by the introduction of ICTs into betting (www.nairaland.com) the report also revealed that ‘
our everyday activity. On match-days, these places are a betting company can generate up to twenty million naira
usually packed with passionate fans wearing club jerseys monthly and use between five million to seven million to
and rooting for their favourite teams. More recently, a keen meet winners’ obligation in terms of payment’. More so, as
observer would notice fans at viewing centres clutching a noted by American Psychiatric Association (2013), there is
white piece of paper – a ‘ticket’. Tickets are printed copies no doubt that gambling beyond personally affordable levels
of selected games on which bets are placed. Since late 2012, result in a multitude of harms at individual, family and
sports betting have become prominent in Nigeria. Despite societal strata which include mental health (affective
the fact that sports betting kicked off in Nigeria only disorders, substance abuse, stress-related symptoms),

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marital/family dysfunction (conflict, separation/divorce, In an attempt to understand how football betting
domestic violence), finances (debts), employment and phenomenally shapes social relations in Nigeria, Olayinka
productivity (absenteeism, loss of employment), and legal and Fageyinbo (2015) carried out a study to discover the
(criminal offences). origin of football betting in the context of study and why
people engage in football betting. The study was anchored
Little is known about whether youths that bets online within the theoretical orientation of social exchange and
in South East Nigeria are aware of the costs, consequences Marxism and utilized purposive and accidental sampling
and potential internet threats of online activities. Against techniques. Qualitative approach was also adopted through
this backdrop, this study has therefore assessed online sports eight in-depth interviews (IDIs) and eight key informant
betting patterns among youths in South East Nigeria. interviews (KIIs). Data analysis was done through statistical
software and content analysis. Most football betters in the
III. OBJECTIVES OF THE STUDY study were youths around 20 and 30 years of age. Seventy-
nine percent of the respondents were males and21% were
The purpose of this study is to assess the pattern of females. It implied that the majority of football bettors were
online sports betting and factors that motivate youths in the males and men engaged more in sporting activities,
South East, Nigeria to engage in the behaviour. In addition, including football betting than women in Nigeria. This study
it focuses on the effects of this behaviour on the youths. The relates with the current study as both narrowed down to
specific objectives for this study are as follows: football betting in Nigeria. However, while the current study
1. To ascertain the pattern of online sports betting among set out originally to study youths in South East, the study by
youths in South East Nigeria. Olayinka and Fageyinbo (2015) studied football betting
2. To determine the motivations for online sports betting among youths in Nigeria with no particular zone in the
among youths in South East Nigeria. country originally set out to be studied.
3. To examine the effect of online sports betting on youths
in South east Nigeria The purpose of another study carried out by Chikotora
(2016) was to find the motives for sports betting among
Gweru residents in Zimbabwe. The research also sought to
IV. EMPIRICAL STUDIES find out the personal characteristics of gamblers and the
outcomes they expect from gambling. The study adopted a
Eboh (2015) examined the prevalence and determinant quantitative approach to collect and analyse raw data
of gambling among undergraduate students of Federal obtained using questionnaires. The research also used
University Oye Ekiti. In executing this research, social descriptive survey design. Random sampling was
learning theory of gambling was adopted, which postulate administered on a total of 120 respondents. The raw data
that gambling as a form of behaviour is highly subjected to was analysed using the Statistical Package for Social
reinforcement and reward. The method of analysis adopted Sciences (version 20) software and Microsoft Excel
for this study was the frequency and percentages under the software. The data was presented through pie charts and
univariate level of analysis and chi-square analysis under the graphs and labelled by percentages. The main findings of the
bivariate level of analysis to analyze the quantitative data study concluded that gambling is motivated by three basic
that was obtained from the field. The sample for the study motives which are enhancement motives, social motives and
consisted of one-hundred and twenty undergraduates of the coping motives. The research also found out that gamblers
university. They were selected in order to have a hope to get rich through gambling. The researcher
quantifiable representation of the students (5% of the total concluded that gambling is a motivational consequence
population). The study found out that among the students which is enhanced by high hopes of getting rich. The
engaged in gambling; 87.2% out of a 100 students are males researcher recommended the inclusion of monetary motives
and 14.3% of the remaining is female. Majority of those to the gambling motives questionnaire. The study by
who gambled said they engaged in it because they needed Chikotora (2016) shares semblance with the current study as
money. Despite that some of these students came from rich both focused on sports betting and the act of gambling.
families and had educated parents, they still gambled However, this study focused more on the motives while the
because they needed more money than their regular current study expands to level of participation, impact and
allowances. The study suggested that the school through its possible solution. Meanwhile, this study was carried out
entrepreneurial centre should empower students through outside Nigeria though within the same continent.
vocational trainings with the aim of profit making and then
organize an orientation on peer influence. This study even In a study to assess the impact of sports betting in
though it was carried out in Nigeria, was done in the Kenya, Mwadime (2017) assessed the role and impact of
Western part of the country while the current study is being technology on sports betting, examined the effects of sports
carried out in the Eastern part. Meanwhile, the study by betting on vulnerable segments of users, and examined the
Eboh (2015) handled all forms of gambling by university role of controls and legislation on sports betting. He utilized
students while the current study focused on online sports a descriptive research design using quantitative research
betting among youths. Both studies utilized the social approach. The population of the study was drawn from
learning theory. individuals engaging in sports betting within Nairobi
County. In total, it was estimated that 2 million individuals
were engaged in sports betting. Using stratified random

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sampling and Yamanes formula a sample size of 100 participants reported seeing or hearing betting
respondents was selected for inclusion in the study. The advertisements were not in environments specifically
study found out that majority of the individuals engaging in designed for betting. Participants described that the
sports betting were mostly males of the ages above 21 years saturation of marketing for betting products, including
and below 40 years. In addition, the biggest source of through sports-based commentary and sports programming,
income for sports bettors was salaries indicating that normalised betting. Participants described that the
employed individuals were at a higher probability of inducements offered by the industry were effective
engaging in sports betting than entrepreneurs and marketing strategies in getting themselves and other young
unemployed individuals. Most bets were placed using the men to bet on sports. Inducements were also linked with
website on a more than once per week interval. Sport pesa feelings of greater control over betting outcomes and
was the dominant brand in sports betting. Mobile money had stimulated some individuals to sign up with more than one
an influence on sports betting in Nairobi. According to this betting provider. This research suggests that marketing plays
study, Mobile money was an enabler of sports betting. This a strong role in the normalisation of gambling in sports.
study relates with the current study as both studies were on Legislators must begin to consider the cultural lag between
online sports betting, were impact assessment studies and an evolving gambling landscape, which supports
focused on youths. However, it differs from the current sophisticated marketing strategies and effective policies and
study as it was not carried out in Nigeria. practices which aim to reduce and prevent gambling harm.
Both studies were on sports betting. While the current is on
A total of 4,594 eligible respondents were recruited by online, the former is on general sports betting and the major
Hing, Russell and Browne (2017) and they completed an focus was the sports betting market itself. However, both are
online survey which targeted Australian adults who had for the youths, though the former focused on men.
gambled in the past 12 months. Participants were recruited Meanwhile, the study was in Australia.
via advertisements on Internet gambling sites (n = 2,475)
and on gambling-related sites (n = 535), such as help The review of related studies showed that there is a
services. Participants were also recruited through paucity of research on the pattern, motivating factors and
advertisements on Facebook (n = 810) and via Google effects of online sports betting among youths in the eastern
AdWords (n = 288). These recruitment methods were part of Nigeria which is mostly made up of commercial
employed to specifically oversample online gamblers. The cities. This constituted the gap in literature which the present
overall sample was mostly male (77.8%) with a mean age of study aimed to fill.
42.1 years (SD = 14.7).Compared to non-problematic online
EGM gamblers, problematic online Eagle Global Markets
(EGM) gamblers had significantly lower incomes. They V. METHODOLOGY
gambled on EGMs more frequently and were significantly
more likely to use alcohol or illicit drugs at least some of the This study was designed as a survey. Guided by the
time when gambling. They were significantly more likely be scale of sample size adequacy provided by Comrey and Lee
experiencing psychological distress and to have significantly (16), 300 respondents were selected purposively from three
more negative attitudes toward gambling. Compared to non- (3) randomly selected states in South east Nigeria, namely
problematic online sports bettors, problematic online sports Anambra, Imo and Enugu States. The study focused on the
bettors were significantly more likely to be male, younger, states’ capitals: Awka, Owerri and Enugu. The essence of
have a lower income, be born outside of Australia, and narrowing down to the capitals of the selected states is due
speak a language other than English as their main language to the concentration of youths exposed to Information
at home. They gambled on sports more frequently, but did Communication Technology usage and high speed of
less of their sports betting online and were significantly internet asses. More so, a structured questionnaire was used
more likely to consider themselves to be semi-professional as instrument for data collection.
gamblers. They were significantly more likely to use illicit
drugs at least some of the time when gambling, to be a. RESULTS
experiencing psychological distress, and to have more Results from the survey which involved 300 youths
negative attitudes toward gambling. This was a Western (youths who bets online) selected purposively in Awka,
study in Australia and focused on all online adult gamblers. Owerri, Enugu is as follows:
It also utilized the online survey while the current utilizes
the survey. However, both are driven by one factor – the b. Response Rate
Internet. Out of the 300 questionnaire copies distributed among
the respondents, 291 representing 97.0% were recovered;
Deans, Thomas, Derevenskyand Daube (2017) while 9 representing 3 % were not. Thus, 97% response rate
conducted qualitative, semi-structured interviews with 50 was recorded as against 3% casualty rate.
Australian men (aged 20–37 years) who gambled on sports.
They explored their attitudes and opinions regarding sports c. Demographic Variables
betting marketing, the embedding of marketing within sports Six demographic variables were measured viz gender,
and other non-gambling community environments, and the age, marital status, highest educational qualification,
implications this had for the normalisation of betting. Their occupation, and monthly income. Majority of the
findings indicate that most of the environments in which respondents (n=272; 93.0%) were males, while 7.0% (n=19)

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were females. This result suggests that males are more e. Table 2
involved in online sports betting than the females as the Respondents’ frequency of online sports betting
respondents for this study were those found around online Frequency Percent
betting sites. With regards to the respondents’ age, 67.3% Daily 152 54.6
(n=196) of them fell within the age bracket of 18-26 years, 2-4 times a week 50 17.9
while 32.7% (n=95) fell within the age bracket of 27-35 Once a week 34 12.2
years. This result suggests that younger individuals are more Monthly 17 7.0
involved with online sports betting compared to the older Sparingly 25 8.9
ones. More so, of the 291 respondents who gave responses Total 278 100.0
on their marital status, majority (n=176; 60.4%) stated that
they were single, followed by the 25% (n=75) who stated Table 2 presented data on the frequency at which the
that they were married. Only 11.6% (n=34) of the respondents who stated that they engaged in online sports
respondents stated that they were divorced, and 2% (n=6) betting did so. As shown on the table, majority of the
stated that they were widowed. This result suggests that respondents (54.6%; n=152) stated that they engaged in
more single individuals were engaged in online sports sports betting on a daily basis. This was followed by the
betting. 17.9% (n=50) who stated that they engaged in online sports
betting 2-4 times a week and the 12.2% (n=34) who stated
For the respondents’ educational qualification, the that they did so once a week. More so, the table showed that
respondents who stated that they had SSCE/equivalent as 8.9% (n=25) of the respondents agreed that they engaged in
their highest educational qualification (43.9%; n=128) were online sports betting sparingly; while 7.0% (n=17) stated
more than the respondents that stated that they had other that they did so on a monthly basis. The implication of this
academic qualifications. This was followed by the 19.5% result is that majority of the respondents are susceptible to
(n=57) who stated that they had first degree/HND and the effects of online sports betting since they engage in it on
13.4% (n=39) who stated that they had OND/NCE/Pre- a daily basis.
degree Diploma. More so, 12.3% (n=36) and 10.6% (n=31)
stated that they had First School Leaving Certificates and f. Table 3
Postgraduate qualifications as their highest educational Respondents’ Major Medium of Online Sports Betting
qualifications, respectively. The data on the respondents’ Frequency Percent
highest educational qualification suggests that majority of
Smartphone/ 122 43.8
the respondents have basic education. With regard to the tablets
respondents’ occupation, the percentage who stated that they
Laptop 26 9.3
were students (34.3%; n=100) were more than that which
Betting shop 130 46.7
stated other occupations. This was followed by the 17.1%
(n=50) who stated that they were professionals in private Total 278 100.0
firms and 14.3% (n=43) who stated that they were traders. In
addition, 13.4% (n=39) stated that they were unemployed; Table 3 presented data on the respondents’ major
while 5.1% (n=15) stated that they were teachers. The medium of online sports betting. As shown on the table,
respondents who stated that they had other occupations 46.7% (n=130) of the respondents stated that their major
different from the ones contained in the options also made medium of online sports betting was the betting shops. This
up 5.1% (n=15) of the total number of respondents. In was followed by the 43.8% (n=122) that stated that they
addition, for respondents’ monthly income, 71.8% (n=209) used smart phones and tablets, and then the 9.3% (n=26) that
stated that they earned below N50, 000; while 28.2% (n=82) used laptops. This result suggests that most of the
stated that they earned N50, 000 and above monthly. respondents use new media in their sports betting and this
makes them susceptible to the effects of online sports
d. Table 1 betting.
Respondents’ Engagement in Online Sports Betting
g. Table 4
Frequency Percent
Time spent on online sports betting sites daily
Yes 278 95.5
Frequency Percent
No 13 5.0
Less than one 71 25.5
Total 291 100.0
hour
More than one 207 74.4
Table 6 presented data on the proportion of
hour
respondents who engaged in online sports betting. As shown
in the table, 95.5% (n=278) admitted that they were around Total 278 100.0
the sports betting shops to engage in online sports betting;
while 5.0% (n=13) stated that they were not. This result Table 4 presented data on the time spent on online
suggests that online sports betting is popular among youths sports betting sites daily among the respondents. As shown
in south east Nigeria and this makes them susceptible to any on the table, majority of these respondents (74.4%; n=207)
type of effect online sports betting can have on individuals stated that they spent more than 1 hour on sports betting
who engage in it. sites on a daily basis; while 25.5% (n=71) stated that they

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spent less than 1 hour. This result suggests that the
respondents are addicted to online sports betting Furthermore, this study sought the relationship
between respondents’ age and frequency of online sports
h. Table 5 betting and found that the respondents aged 18-25 engaged
Major Motivation for Online Sports Betting in online sports betting more frequently than those aged 26-
Frequency Percent 35 and relationship between age and frequency of online
Need for pass time 10 3.5 sports betting was found to be statistically significant at
Need for leisure 18 6.4 0.000 level. More so, the study sought the relationship
Need for extra income 140 50.3 between respondents’ educational qualification and the
Unemployment 43 15.4 frequency at which they engaged in online sports betting and
Winnings by 41 14.7 found that the respondents who had SSCE/Equivalent as
friends/family their highest educational qualification engaged in online
Impulse 26 9.3 sports betting more frequently than the respondents who had
Total 278 100.0 other educational qualifications. The relationship between
the respondents’ highest educational qualification and the
Table 5 presented data on respondents’ major frequency at which they engaged in online sports betting is
motivation for online sports betting. As shown on the table, found statistically significant at 0.000 level. In addition, the
majority of the respondents 50.3% (n=140) of the respondents who stated that they were students engaged in
respondents stated that the major reason why they engaged online sports betting more than those who stated other
in online sports betting was the need for earn extra income. occupations. The relationship between the respondents’
This was followed by the 15.4% (n=43) who stated that they occupation and the frequency at which they engaged in
were motivated to engage in online sports betting due to online sports betting was found to be statistically significant
unemployment. More so, 14.7% (n=41) of the respondents at 0.000 level. This study also sought the relationship
stated that they engaged in online sports betting because between respondents’ income and the frequency at which
their friends/family have won online sports bets; while 9.3% they engaged in online sports betting and found that the
(n=26) stated that they engaged in sports betting on respondents who indicated that they earned less than
impulse. In addition, 6.4% (n=18) of the respondents stated N50,000 a month engaged in online sports betting more than
that they engaged in online sports betting for leisure. The those who earned N50,000 and above . The relationship
results on this table suggest that the major motivation for between the respondents’ monthly income and frequency at
online sports betting was the need to make money (whether which they engaged in online sports betting was found
as an income earner who needs extra income or an statistically significant at 0.000 level.
unemployed) and this can be linked to the economic realities
in Nigeria. VI. DISCUSSION OF FINDINGS

i. Table 6 Two Hundred and Ninety One respondents selected

Major Effect of Online Sports Betting on Youths using a combination of probability and non-probability
techniques provided quantitative data analysed in this study.
Frequency Percent
The study focused on the patterns of online betting with the
Sadness/ 67 24.1
use of new media platforms among youths in South East
Depression after
Nigeria and the factors that motivate these youths to engage
loss
in online sports betting. It also looked at the effects of online
Anxiety 60 21.5
sports betting on the youths in South East Nigeria with the
Excitement after 45 16.1 view of proffering possible solutions its negative effects.
winning
Debt 18 6.4 The Social learning theory and Diffusion of
Addiction 77 27.6 Innovations theory provided theoretical underpinnings for
Job loss 11 3.9 the study. While the social learning theory views
Total 278 100.0 gambling/betting as a learned behaviour, learned through
imitation, either of an admired figure or from one’s peers
Table 6 presented data on the respondents’ view on the (Bandura, 1977), the diffusion of innovations theory
major observable effects online sports betting had on them. suggests that such new technologies as new media can drive
As shown on the table, 27.6% (n=77) stated that online changes in sports betting to a point that exposes bettors to a
sports betting caused addiction; while 24.1% (n=67) of the plethora of effects.
respondents stated that bet loss made them sad/depressed.
More so, 21.5% (n=60) of the respondents stated that online It was found in literature that Nigeria has in recent
sports betting made them anxious; while 16.1% (n=45) times witnessed some of the highest rates of sports betting
stated that it made them excited after winning. In addition, among young people. Notably however, there has been a
6.4% (n=18) stated that it led them to debt; while 3.9% shift from the offline mode of sports betting to that which is
(n=11) stated that it caused job loss. This result suggests that purely new media driven. Stated differently, sports betting
online sports betting mostly had negative effects on the can now be done on digital platforms and even in
youths. convergent media environments as explained by (King,

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Delfabbron & Griffiths, 2012), a scenario which is natural drive to always desire to earn extra income. This
experienced as an overlap between new media and betting desire to earn extra income and the perception that online
and gaming products and platforms, where such activities betting with the use of new media can meet this need
that were previously encountered separately now co-exist (compatibility of innovation) is what has driven respondents
and/or interface with each other through connected or all-in- of this study to become, in a diffusion of innovation sense,
one technology. adopters of new media technology, a result which adds to
the body of literature that has focused on factors that
However, there seems to be a paucity of research that influence diffusion of innovation with regards to the
focused on the patterns of new media/online driven sports attributes of the innovation.
betting among young people in Nigeria, in addition to
factors that have predisposed them to online sports betting With regards to the effects of online sports betting with
behaviour and its impact on the youths. An analysis and the use of new media, the responses of the respondents
discussion of data presented in this study, in line with suggests that the behaviour had both negative and positive
reviewed literature, and research method showed different observable effects on them. However, the negative effects
results. seem to outweigh the positive effects. Apart from the
excitement majority of the respondents stated that they felt
This study agrees that the respondents who were found after winning a bet, majority of them also stated that bet loss
to be avid online sports bettors, in a social learning sense, made them sad/depressed. More so, they stated that bet loss
have learned betting behaviour through imitation of made them anxious and sometimes leads them to debt and
influential models such as family members and friends that the behaviour was also addictive. Findings from extant
within their peer group. They first pay attention to some of study showed similar results with respondents agreeing that
these people (models) and encode their behaviour, and at a online betting had series of negative spill over physiological
later time, they imitate the behaviour they have and psychosocial effects on them, which include health
observed. However, it argues that examining online betting disorders, addiction, and huge debt among others.
behaviour through the lenses on the social learning theory
alone may be too simplistic as the theory seems to, as its However, some scholars (McGowan, 2014; Hunt,
limitation, and as also noted by such scholars as (McLeod, 2016) disagree with conclusions drawn about the negative
2016), underestimate the power of individual motivation to effects of online sports betting, suggesting that consumers
influence outcomes. Generally, the theory does not are the best judges of their own welfare and that evidence
emphasize on the individual characteristics of the from leading industrialized democracies indicates that most
respondents and how it influences their engagement in people who gamble do so willingly and rationally and to
online sports betting with the use of new media. them, it is as a form of entertainment and that it would be
unreasonable to curtail the enjoyment that the vast majority
First, findings from this study show that the younger obtain from the activity (gambling), because of a tiny
and unemployed respondents were more involved in online minority. This study therefore argues that since conclusions
sports betting than the older and employed respondents. This over the positive and negative aspects of online sports
result corresponds with that from the study conducted by betting has so far been based on studies conducted in
Gainsbury and Derevensky (2013) which also showed that developed nations, notably, North America, Australia, UK,
those who gambled online were more likely to be younger, and some European countries, the conclusions on the limited
unemployed, engage in more types of gambling activities negative effects of online sports betting particularly cannot
and to bet on sports both online and offline. More so, with be drawn without considering results from underdeveloped
regards to educational qualification and income, findings countries where economic hardship tends to make more
showed that a lesser percentage of respondents who earnest individuals more prone to addictive online sports betting and
highest (above N50,000 monthly) and those who had therefore more susceptible to negative effects of the
postgraduate degrees were involved in online sports betting. behaviour.
This is in contrast with findings from the study conducted by
Jiménez-Murcia (2011) which showed those who gambled In addition, the negative effects of online sports betting
online were found to have higher educational levels and seem to be more than that of offline gambling. Findings
socio-economic status. from the study conducted by Jiménez-Murcia (2011), just as
findings from the present study, showed those who gambled
With regards to factors that have predisposed the online were found to have high gambling expenditure and
respondents to online sports betting with the use of new gambling debts. However, there are contrasting findings as
media, majority of them stated that the major reason why presented in the study on extant literature which showed
they engaged in online sports betting was to earn extra offline problem gamblers reporting more negative effects of
income. Though the need for extra income can be linked to gambling overtime, suggesting that effects of either online
the difficult economic realities in Nigeria, findings from or offline betting varies across socio-cultural contexts. The
other studies conducted in other climes and economic foregoing discussion on how the new media has been used
conditions (Chikotora, 2016) also showed that the major for online sports betting may lead to the conclusion that the
predisposing/motivating factor for sports betting and technology has first diffused among bettors because they
gambling generally was the need to earn extra income, a find it useful in the sustenance of a learned social behaviour,
result which tends to revalidate a notion that humans have a and then, its use affects them in a plethora of ways.

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Messerlian, Derevensky, Gillespie and Gupta (2004)
VII. CONCLUSION explain, denormalization can include drawing attention to
the marketing strategies employed by the online sports
Gambling and online sports betting with the use of betting industry, influencing social norms and attitudes on
new media in particular has economic benefits for those that youth gambling, challenging current myths and
participate in them especially in such climes as Nigeria misconceptions of Internet gambling among youth and the
which has often witnessed high rate of unemployment, general public, and promoting realistic and accurate
incessant job losses, and high inflation rates. For the knowledge about gambling.
younger individuals who were found in this study to be avid
online sports bettors with the use of new media, the RECOMMENDATIONS
economic benefits of gambling can be said to have
outweighed the costs (with regards to the negative In precise terms, the following recommendations
economic, physiological and psychological effects of online aimed at finding solutions to the negative effects of online
sports betting). This is to say that the youths do not see the sports betting are made based on the findings of this study:
negative implications of online sports betting and perhaps, 1. There is need to enlighten parents and guardians on the
in part, that is why the sports betting sector is growing at a significance of continued parenting on youths. This will
very high speed in Nigeria as witnessed by the high rate of help in the collaborative efforts to identify possible
proliferation of online betting sites/companies. online sports betting related behaviour and problems
among youths and provide appropriate cautioning and
The major assumption of the social learning theory is help.
that individuals in a given society learn certain behaviour 2. Gambling related issues should be legislated upon to
through observation. This theory is found relevant to this curb the indiscriminate establishment of online sports
study which has provided evidence that young people have betting centres in the country.
learned online sports betting through observation. It can be 3. Psychologist should intensify their effort to organize
concluded that the addicted online sports betting youth has seminars/conferences on the implications of online sports
now formed a particular subgroup with Nigeria’s active betting on youths’ behaviour and general wellbeing.
gambling culture which has been sustained by unfavourable 4. There should be a national committee that will be set up
economic conditions in the country. For these youths, to streamline the frivolous and appealing massive
opportunities to obtain information about online sports advertisement undertaking by online sports betting
betting sites and how they operate have multiplied, because companies. More from the social welfare angle,
more people (who they can learn from in the social learning government should also create more employment
sense) know about them and access channels that are more opportunities for the youths and increase their quality of
varied. Furthermore, the individual online sports bettor can life as unemployment and low income where found in
now access betting opportunities worldwide, thanks to the this study to be factors that predisposed them to online
internet. sports betting.

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