Author(s): Fonseca, Francisco Guilherme Baptista Marques da
Date: 2017
Persistent ID: http://hdl.handle.net/10362/26132
Origin: Repositório Institucional da UNL
Subject(s): Sports betting; Fan-loyalty game; Football; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
National regulations introduced in Portugal in 2015 impacted the online gambling market (betting real money), closing sports betting websites and, consequently blocking players from online betting. The research aims to investigate the potential of the launch of a mobile app (SimuSoccer) fully dedicated to recreational gambling (not betting real money) on football results, not violating 2015’s law. The methodology adopted qualitative and quantitative measures, through structured questionnaires, based on 151 respondents. The research explores if there is a market of consumers driven solely by the pleasure of playing in a fan-loyalty relation with player’s favorite leagues and clubs, instead of betting real money. The key conclusions suggest a window of opportunity to launch SimuSoccer as a viable risk-free game app - following the freemium business model - while taking advantage of users’ [apparent] preference for interface’s intuitiveness, football exclusivity, and fanloyalty- gaming approach.
