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We used open coding techniques to identify narratives that specifically related to the extent and content of sports betting marketing in each of the transcripts. We read and re read each transcript and listened to the audio of each interview, employing a constant comparative method to identify the similarities and differences between each interview and to inductively categorise the data . Preliminary findings were discussed amongst the research team for interpretation early on in the data collection/analysis phase. This allowed for emerging themes of inquiry to be identified and guided how best to explore these in subsequent interviews. As noted, we initially explored participants’ attitudes and opinions towards the extent and content of sports betting marketing and then selectively coded the data into distinct subthemes. Attempting to move beyond a descriptive level of analysis, we drew upon relevant literature and theory to help understand and explain further, participants’ experiences. The first theme to emerge from participants’ narratives related to the changing marketing environment for sports betting products. Table 2 documents the range of marketing channels for sports betting that emerged from participants’ narratives. Most of the marketing strategies for sports betting mentioned by participants were not in environments specifically designed for gambling. Rather, they included television advertising during both regular programming and during sports; at sporting matches; on radio; billboards; public transport, and as pop ups on social media sites. In gambling environments, participants mentioned that they had seen advertising on mobile sports betting apps, and within clubs and pubs, which included sports bars, and specific betting facilities.
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