A study presented at the University of Media, Arts and Communication (UniMAC) has revealed that financial incentives and emotional appeals embedded in social media betting advertisements are significantly driving problem gambling among Ghanaian university students.

The research, led by Rev. Yaw Odame Gyau, Dean of the Faculty of Applied Languages, Institute of Languages, examined how social media advertising of gamified sports betting influences the financial motivation of GenZs, with a focus on students in public universities.

Drawing on a mixed-method study involving surveys and focus group discussions with students from six public universities, the research found that exposure to betting advertisements accounts for 65.6 per cent of students’ financial motivation to bet, largely due to bonuses, promotional incentives, and emotionally charged visuals.

“Greed and a feeling of insatiability have become direct predictors of staking and re-staking due to the influx of promo codes and financial incentives presented in online betting advertisements,” Rev. Gyau stated during the presentation.

Participants disclosed that winning once often creates excitement and an illusion of control, encouraging repeated betting even after losses. Some students admitted to using funds meant for essential needs, including school fees, to place bets.

The study identified three key factors shaping betting behaviour: emotional appeal, loyalty to betting platforms, and trust in brands. While initial survey results suggested that trust played a limited role, qualitative discussions revealed that brand longevity, word-of-mouth recommendations, and perceived legitimacy strongly influence trust, which in turn influences betting decisions once users interact with actual advertisements.

In response to the findings, Rev. Gyau called on the Ghana Gaming Commission and advertising regulators to strengthen controls on betting promotions, particularly on social media platforms popular with young people.

The presentation formed part of UniMAC’s inter-faculty research seminar series, which aims to promote interdisciplinary scholarship and research that address pressing social and developmental challenges.