UNLV Study Flags Problem Gambling Risks Among Colorado Bettors

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Altay Celikkaya

Content Manager

Updated: 15/10/26

Reading Time: 2 minutes

Preliminary findings from a University of Nevada, Las Vegas (UNLV) study raise concerns about problem gambling among Colorado sports bettors as researchers examine how advertising and promotional offers influence betting behaviour. Led by psychology professor Shane Kraus, the research surveyed 500 Colorado residents, including gamblers and non-gamblers. Early results suggest approximately 7% of the sports betting subgroup reported serious gambling problems.

However, the findings remain preliminary, and researchers have not published the complete methodology. Do not interpret the figure as a confirmed statewide problem gambling rate.

UNLV study on problem gambling risks among Colorado bettors, featuring the campus and state flag.

Industry News

Key Takeaways From UNLV's Colorado Gambling Study

Researchers surveyed 500 Colorado residents about gambling habits and exposure to sports betting.
Preliminary findings suggest approximately 7% of the sports betting subgroup reported serious gambling problems.
The study examines whether sportsbook promotions contribute to risky betting behaviour.
Around 59.4% of participants reported seeing sportsbook advertising during the World Cup final week.
Final research findings are expected after the February 2027 Super Bowl.

Early Findings Raise Questions About Gambling Risks

Kraus reported that about 4% of surveyed residents bet on sports. Applied to the 500-person sample, this would represent roughly 20 respondents, making the reported 7% figure sensitive to small changes in the underlying data.

Researchers have not yet published detailed screening criteria or estimates of statistical uncertainty. Discussing the preliminary results, Kraus said:

It’s concerning. It’s not a good thing.

The findings follow Colorado’s recent sports betting protection reforms, which introduced restrictions on promotional notifications and account funding.

Sportsbook Advertising Becomes a Research Priority

The research also examines how promotional offers influence betting behaviour during major sporting events. Preliminary observations suggest that 59.4% of participants encountered sportsbook advertising during the World Cup final week, while 35.1% reported seeing promotional offers.

Participants considered certain cashback and bet-and-reward promotions more likely to encourage overspending than profit-boost offers. However, these responses reflect perceptions rather than established causal relationships.

According to the Colorado Division of Gaming’s official research documentation, the project received $312,239 through the Responsible Gaming Grant Programme.

The research includes randomised experiments examining promotional offers during the 2026 World Cup and 2027 Super Bowl.

What the Findings Mean for Sportsbook Operators

The study could provide useful evidence for operators reviewing advertising strategies, promotional incentives and responsible gambling controls. Its focus aligns with the Responsible Online Gaming Association’s advertising standards, which introduced additional safeguards for promotional activity in regulated US markets.

International regulators are examining similar concerns, including France’s restrictions on excessive betting advertising during major sporting events. For B2B stakeholders, the completed UNLV research could help identify promotional practices associated with greater gambling risks.

Until the final findings are available, the preliminary figures provide an early warning rather than definitive evidence of statewide gambling harm.