From ‘Quirky and Cool’ to ‘Addicted’: Lived Experiences of Sports Betting Harm in Early Adulthood

Young adults bear the greatest burden of harm from sports betting. This study explored 1) the lived experiences of sports betting harm when people enter adulthood, 2) barriers and catalysts to change, and 3) change strategies used. Interviews with 50 people aged 18–25 who reported sports betting harm were analysed using thematic analysis. Findings highlight the multidimensional nature of harm across financial, emotional, vocational, relationship and health domains. The incremental but rapid accumulation of harm in the context of normalised sports betting could mask its emergence. Realising they showed signs of addiction could shake participants’ self-image, as their stereotypes of ‘addicted’ gamblers conflicted with marketing representations of sports betting as ‘quirky and cool’. Barriers to change included not being ready, not acknowledging the harm, doubts about professional treatment, and confidence they could stop betting if necessary. Catalysts for change included acknowledging the harm, fear of addiction, feeling exploited, awareness of the extent of their losses, and reaching crisis point. Most change strategies entailed self-help, such as budgeting, setting limits, deleting betting apps and closing accounts. Fewer participants sought informal or professional help. Most participants wanted to reduce their betting and be free of gambling urges. These experiences reflect the slow, difficult journey away from harm – in contrast to the rapid journey into harm, with its immediate and potential legacy effects on wellbeing. Measures are needed to reverse sports betting normalisation in youth culture, increase understanding of its risks for harm and addiction, and improve consumer protection tools and help-seeking.