Do Entretenimento à Dependência: Uma análise dos Gatilhos Mentais nas Estratégias de Marketing das Casas de Apostas Esportivas Online

Abstract

This study aims to analyze the main mental triggers used in the marketing strategies of online sports betting houses. With the expansion of the betting sector in the digital environment and the intensive use of persuasion techniques, it has become relevant to investigate how these platforms influence consumer behavior. The methodology adopted was qualitative and descriptive, with analysis of advertising campaigns from large platforms such as Betano, Sportingbet and Bet365, prioritizing campaigns on the platforms themselves, on social networks and streaming platforms. The results show the recurring application of mental triggers such as social proof, urgency, scarcity, authority, reciprocity, affection, comfort and desire, which work together to promote user engagement and loyalty. It was also observed that these strategies can contribute to the development of compulsive behaviors, especially among vulnerable audiences. The research contributes to critical reflection on the ethical limits of digital marketing and suggests the need for stricter regulation of advertising practices on online betting platforms, and the study's conclusions can serve as a subsidy for the development of public policies aimed at consumer protection and the promotion of more responsible marketing strategies.