Table 2B.

Articles concerning specific profiles (according gambling characteristics: type of game, numbers of accounts).

Country	Author	Year	Journal	Objectives of the study	Type of study	Main results	Discussion
USA/Australia	Abarbanel et al. (46)	2017	Policy Internet	To provide an empirical understanding of social casino gaming advertisements seen by young adults	Analysis of content of a sample of 115 social casino gaming advertisements captured by young adults during their regular Internet use	Imagery featured likely to appeal to young adults, with references to positive images (sport, cartoons, popular culture etc.) Messages included glamorization of gambling, winning, normalization of gambling, playing for free, and general encouragement to play 90% did not contain reference to problem gambling or responsible gambling	The authors recommended that: - Gaming companies recognize the potential harm of advertisements - Companies embrace corporate social responsibility standards: adding warning messages to advertisements and ensuring that marketing messages do not encourage excessive gambling.
Australia	Gainsbury et al. (47)	2015	Eur J Public Health	To compare online gamblers with a single Internet gambling account to those with multiple accounts	Quantitative study Online survey on a sample of online gamblers recruited through advertisements on various websites The following were collected: Internet gambling participation, and gambling-related problems	3,182 participants were included 45.2% had only one account Gamblers with multiple accounts: Participated in a significantly greater number of different forms of gambling Were more likely to do most or all their gambling online Were more likely to engage in sports betting, to classify themselves as professional, and as being moderate risk or problem gamblers Two-thirds were influenced by prices and gambling promotions in selecting gambling operators Choice of website was based on: For gamblers with multiple accounts: number of betting options, games available, fast payout rates, better interface For gamblers with a single account: advertising/marketing, jurisdiction where the site is regulated, whether the site is licensed, customer protection and responsible gambling tools.	Gamblers with multiple accounts were more involved (frequency, engagement in multiple activities). Advertising influenced those with a single account, but those with multiple accounts were more influenced by promotions: advertising was more influential in gamblers' initial decision to choose an operator. The authors supposed that gamblers with multiple accounts were willing to “shop around” to get their preferred experience.
UK	Stead et al. (48)	2016	PLoS ONE	To identify and analyse the characteristics of online bingo and explain the potential appeal of online bingo in the UK to bingo players	Qualitative study using 2 distinct data sources: content analysis of websites / in-depth interviews of 12 bingo players	Websites The bingo websites offered a wide variety of games and promotions, including big prize money, new member promotions and free games. All sites had information about self-exclusion. Interviews: 3 themes identified Drawing in the first-time user: sites presented as an exciting, likable and easily accessible experience. Bingo presented as normal, popular and ubiquitous. Gendered design of sites: color, hearts, cocktails, fashion glitter balls, offers for beauty products and references to “mums” Creating belonging: references to social interaction, inclusive language, community and chats on websites, development of feelings of belonging and cementing of relationships between the user and the game Stepping up involvement: users encouraged to include bingo in their daily routine, facilities offered to pre-purchase tickets for future games, use of metaphors such as metaphors of achievement, reward linked to engagement	Websites deployed a number of structural, textual and design features to draw in first-time users: easy to access, minimum age verification, possible to play and win “for free” before entering credit card details. The design, color, imagery of websites were designed to meet marketing objectives: the bingo websites had the effect of positioning online bingo as a benign, homely, women-friendly, social activity. Belonging was a major theme on the bingo websites, mascots and offers were used to convey a brand “personality” and to build a relationship between brand and users. There was congruence between the strategies used by websites and the motivations of bingo players: the bingo websites replicate and updated the sociability of traditional bingo halls. Online bingo differs from traditional bingo in its ability to be played anywhere, at any time, its capacity to offer a deeply immersive experience, and it is considered as presenting a higher risk of harm. The authors concluded that gambling marketing strategies influenced both new and existing players. Strategies used by websites performed 3 functions: drawing in new users, consolidating users' relationship with the websites by creating feelings of belonging, and encouraging existing users to step up their involvement.