Dinâmicas do consumo em apostas anline: uma investigação qualitativa sobre publicidade, incentivos e controles

Abstract

The goal of this study was to analyze how accessibility, advertising, incentives offered, and control mechanisms interfere with the habits of online bettors. Using a qualitative, exploratory- descriptive approach, the research was based on semi-structured interviews with 10 users of betting platforms, conducted between March and July 2025. The participants were selected through purposeful sampling, which is appropriate for qualitative research seeking depth rather than statistical representativeness. The main criterion was being an active user of online betting platforms. A variety of profiles were sought in terms of income, betting frequency, and time of use to capture different perceptions. The interview guide was developed from a theoretical framework that included the dimensions of Hing et al. (2022), and data analysis was performed using the content analysis method. The results reveal that the accessibility and speed of transactions, especially via Pix, increase betting frequency, making it more impulsive. Advertising with digital influencers and incentives like bonuses and boosted odds create an environment of normalization and user loyalty, although their influence varies depending on the bettor's profile. The research also pointed out that the diversity of products and easy access to instant-gratification games can increase the risk of disordered behavior. Finally, it was found that the harm minimization mechanisms offered by the platforms are rarely used, with most participants relying on self-management. The study concludes that the structural characteristics of digital platforms, combined with aggressive marketing strategies, create an attractive environment that also potentiates risks. The findings reinforce the need for more robust regulatory measures, awareness campaigns, and responsible use practices to protect consumers, especially the most vulnerable.