Young Australian men aged 18–34 represent one of the most vulnerable groups for developing gambling-related problems, particularly with the rise of online sports betting. In Sports Betting Motivations Among Young Men: An Adaptive Theory Analysis (Lamont & Hing, 2018), the authors explore how psychological needs and social contexts drive these behaviours.
Using self-determination theory (SDT) as a framework, they analyze gambling through the lenses of competence, autonomy, and relatedness — three innate psychological needs fundamental to human motivation and well-being. The study reveals that men are often motivated by the thrill of competition, the display of skill, and the social status gained within betting communities. In contrast, women tend to gamble for escapism — to avoid stress, boredom, or loneliness.
Key Ideas
1. Young men and vulnerability to gambling harm
Men aged 18–34 are disproportionately affected by gambling problems, especially as sports betting becomes more accessible online.
Common negative consequences include:
- Chasing losses and exceeding affordable limits,
- Impaired control over betting behaviour,
- Increased exposure to targeted marketing and peer influence.
Treatment and counselling services consistently report that many young men struggle to regulate their online betting, despite awareness of the associated risks.
2. The self-determination theory perspective
Self-determination theory (SDT) explains human behaviour through three key psychological needs:
- Competence – feeling effective, skilled, and capable.
- Autonomy – having freedom of choice and control over actions.
- Relatedness – connecting with and being valued by others.
In the gambling context, SDT helps explain both intrinsic motivation (gambling for enjoyment or mastery) and extrinsic motivation (gambling for money, recognition, or social approval). Over time, extrinsic motivations can become internalized, leading to behaviour that feels self-driven but remains rooted in social validation.
3. Male motivations: thrill, mastery, and belonging
Men are more likely to gamble for:
- Skill demonstration and perceived expertise,
- Competition and the excitement of winning,
- Social belonging within peer or consumption communities,
- Status and power derived from knowledge or betting success.
Being part of a sports betting community enhances feelings of loyalty, group identity, and prestige — all of which reinforce continued participation. Gambling thus becomes not only a recreational pursuit but also a form of social currency that signifies confidence and cultural capital.
4. Female motivations: escapism and emotional regulation
Women, by contrast, tend to gamble as a coping mechanism.
Common motivations include:
- Escaping boredom, loneliness, or stress,
- Seeking relaxation or distraction,
- Preferring luck-based games that require less strategy.
These gendered differences underscore how gambling fulfills different psychological roles and highlight the need for targeted prevention strategies.
5. A four-factor model of gambling motivation
Lamont and Hing identify four overarching motivational categories:
- Excitement – thrill, arousal, and entertainment value.
- Escape – temporary avoidance of negative emotions or stress.
- Challenge – skill testing, mastery, and perceived control.
- Winning money – external rewards and financial gain.
For young men, excitement, challenge, and belonging are dominant motivators, whereas for women, escape and relaxation prevail.
6. Social and cultural dimensions
Sports betting is embedded in a consumption culture, where participation symbolizes connection to shared interests, social hierarchy, and masculine identity. Online platforms, peer groups, and marketing reinforce these dynamics, turning gambling into a normalized part of male social life.
However, this normalization also blurs the boundary between recreational and problematic gambling, making it harder for individuals to recognize harmful patterns.
7. Implications for harm prevention
Understanding the psychological and social motivations behind gambling is crucial for designing effective interventions.
Preventive strategies should:
- Address the social appeal and identity-based motivations behind betting.
- Promote self-awareness and self-regulation.
- Challenge cultural norms equating gambling with masculinity or success.
By focusing on motivation rather than solely behaviour, public health initiatives can better reach those most at risk.
Selected Citations
- “Men are more likely to gamble for skill demonstration, competition, and excitement.”
- “Women gamble to escape boredom, loneliness, and stress.”
- “Being part of a consumption community around sports betting has social benefits.”
- “Understanding these motivations can help prevent harm, as some young men struggle to control their online betting behaviour.”
Academic Reference
Lamont, M., & Hing, N. (2018). Sports Betting Motivations Among Young Men: An Adaptive Theory Analysis. Leisure Sciences, 42, 1–20.
External References
- Delfabbro, P., King, D., & Griffiths, M. D. (2014). From Adolescent to Adult Gambling: An Analysis of Longitudinal Gambling Patterns in South Australia. Journal of Gambling Studies, 30(3), 547–563.
- Gainsbury, S. M. (2015). Online Gambling Addiction: The Relationship Between Internet Gambling and Disordered Gambling. Current Addiction Reports, 2(2), 185–193.
- Gainsbury, S. M., King, D. L., & Delfabbro, P. H. (2014). Motivational Factors and Problem Gambling: A Longitudinal Study of Casino Gambling in New South Wales. Journal of Gambling Studies, 30(2), 565–582.
- Ryan, R. M., & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54–67.
- Weinstein, N., & Ryan, R. M. (2010). When Helping Helps: Autonomous Motivation for Prosocial Behavior and Its Influence on Well-being for the Helper and Recipient. Journal of Personality and Social Psychology, 98(2), 222–244.
- Wood, R. T., & Griffiths, M. D. (2010). Understanding Positive Play: An Exploration of Playing Experiences and Responsible Gambling Practices. Journal of Gambling Studies, 26(2), 261–272.