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What is Social Gambling

Chapter 22
Handbook of Research on the Impact of Culture and Society on the Entertainment Industry
The activity or practice of playing a gambling related game online on a social network/media platform using virtual currency (fake money). Virtual currency can either be offered free or paid for by the player but cannot be converted back into real money.
Published in Chapter:
Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling
Wilson Ozuem (University of Hertfordshire, UK) and Jason Prasad (University of Wales, UK)
Copyright: © 2014 |Pages: 31
DOI: 10.4018/978-1-4666-6190-5.ch022
Abstract
Gambling has been a part of humanity for a very long time, and references to it have been found in some of the earliest dated records. Literature on the topic has been accumulating since ancient times. The advent of Internet technology, along with its typical subsets, provides a new twist on how gambling is conducted in postmodern times. Drawing on qualitative research, this chapter examines online social gambling and real money gambling marketing communication practices and offers some insights on the development and implementation of effective marketing communication programmes. In contrast to existing studies, the chapter, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments.
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