Young Bettors: How The Illusion of Control Fuels Gambling in Newly Regulated Emerging Markets
(A2025-126141)

AUTHORS

Marcelo da Silva, University of São Paulo; ANDRES RODRIGUEZ VELOSO, University of Sao Paulo; Marcos Silva, Faculdade Instituto de Administração; Guilherme Shiraishi, Universidade de São Paulo

ABSTRACT

This paper examines the multifaceted impact of sports betting regulation in Brazil, focusing on young adults as a vulnerable demographic. Sports betting, legalized in 2018 and regulated in 2023, has led to significant social, psychological, and economic consequences. Reports highlight financial distress, family conflicts, and suicides linked to gambling debts, with low-income populations disproportionately affected. Young adults, targeted by aggressive advertising emphasizing risk reduction and control illusions, face increased risks of addiction, anxiety, and isolation. Using in-depth interviews, this study explores behaviors, perceptions, and outcomes of gambling among young bettors, underscoring the urgent need for awareness campaigns, regulation, and support systems within emerging markets without experience in gambling and its effects.