"Drömmen om storvinsten": En kvantitativ studie om attityder till spel om pengar och dess digitala marknadsföring

Sammanfattning: Games regarding money can be seen as entertainment and a thrill in life. However, gambling can also lead to financial difficulties when it develops into an addiction. The Swedish National Board of Health and Welfare equates gambling addiction with other addictions such as alcohol and tobacco. The marketing of tobacco and alcohol is restrictively regulated by law, unlike the marketing of games. The aim of this essay is to study attitudes towards the use of gambling marketing in relation to the Swedish law regarding gambling marketing. The essay also aims to study the social norms of gambling marketing compared to the norms of gambling. The method is quantitative in the form of an online survey. The data was analyzed using the affect theory, the norm model and the gap problem. This has also been analyzed with the previous research. The results from the method were imported to SPSS in order to be coded. The conclusion indicates that there are differences in the view of the law between betting companies and players. Based on the result, the gambling law can be interpreted as having room for interpretation, which affects the design of the gambling advertisement. According to the study the marketing of games should be seen as a risk factor and in relation with the social attitudes the marketing isn't in line with the law.