The theme of the International Gambling Conference, meeting at AUT University, is ‘gambling in a mobile era’.

Professor Samantha Thomas from the University of Wollongong says in Australia, betting is on its way to replacing alcohol as a fashionable sporting accessory, particularly amongst young men.

“Before when you were the only guy that didn’t drink in the pub [you] were kind of the one that was left out – now if you’re the only guy that doesn’t gamble on the match, you’re left out,” she said on Firstline this morning.

“Because it’s done through your mobile phone you have access to a gambling venue 24 hours a day, seven days a week; that can be particularly risky in terms of constantly betting on more and more events.”

The appeal of sports betting is growing here in New Zealand too. Prof Thomas says there were reports of a betting company representative on the field at the NRL Auckland Nines, blurring the line between marketing betting and making it an essential part of the entertainment.

“When we’ve researched that particular form of marketing, particularly with young people, they’re unable to distinguish that marketing as an ad; they see it as part of the game, and that’s part of the normalisation for children, so that when… they see this type of betting, they think of it as just a normal part of their fan experience, rather than a very adult product.”

Such practises are already banned in Australia, but are still allowed here in New Zealand. But gambling companies across the ditch are finding other innovative ways to promote their services.

“Generally when we think about marketing or advertising we think about the stuff in the commercial break, which is generally when we get up and go and make a cup of tea,” says Prof Thomas.