A Massachusetts Gaming Commission-funded study reveals most young adults in the state view sports betting as socially acceptable and low risk, despite acknowledging potential harms and widespread advertising
Most young adults in Massachusetts consider sports betting a normal part of their social lives, according to a new study commissioned by the Massachusetts Gaming Commission and conducted by NORC at the University of Chicago. The research, which ran from 2023 to 2026, focused on residents aged 18 to 25 and found that while this group recognizes the risks associated with sports wagering, many believe they and their peers are unlikely to experience serious harm.
Key Findings on Attitudes and Behavior
The study involved interviews with 62 young adults, as well as sports betting researchers, policymakers, and college staff. Of those aged 18 to 25 who participated, 71% reported having placed a sports bet at least once. Notably, 44% of those aged 18 to 20—below the legal betting age—had wagered on sports, often using mobile apps or shared accounts. Women made up 58% of the young adult respondents. Most described their betting as casual, typically wagering less than $10, and reported increased activity around major events like the Super Bowl. Simpler bets, such as moneyline wagers, were preferred over more complex options like parlays, which contrasts with national betting trends.
Perceptions of Risk and Social Acceptance
While participants acknowledged that sports betting carries financial risks and the potential for addiction, many viewed these dangers as affecting others rather than themselves. Losses were often compared to everyday discretionary spending, such as buying coffee or dining out. The normalization of sports betting among young adults was attributed in part to the prevalence of advertising and the integration of betting promotions into sports broadcasts. Many respondents felt that ads—especially those offering “free money”—were difficult to avoid and sometimes misleading, particularly for those with limited income.
Regulatory Recommendations and Underage Betting Concerns
The study highlighted ongoing issues with underage betting, including the use of fake identification, offshore sites, and shared accounts. Early exposure to betting was identified as a factor in underage participation. NORC researchers recommended that Massachusetts regulators strengthen public education on gambling risks, close regulatory loopholes that allow underage betting, and consider tighter restrictions on advertising. Suggestions included more prominent warnings and loss notifications within betting apps, expanded financial literacy programs, and public service campaigns modeled after anti-smoking efforts. The report also called for continued research and improved access to support services for young adults.
Massachusetts legalized sports betting in August 2022, with retail betting launching in January 2023 and mobile wagering following in March 2023. The state’s regulatory framework already prohibits marketing to those under 21 and restricts advertising on college campuses and in student publications. These measures reflect broader efforts to address the challenges of regulating online gambling, as seen in other jurisdictions such as Denmark, where authorities have taken action against unlicensed operators, including blocking access to sites like Polymarket (Danish regulator blocks unauthorized gambling sites).
Understanding the difference between betting handle and revenue is essential when evaluating the impact of sports betting on young adults and the broader market. Betting handle refers to the total amount wagered by players, while revenue is the amount retained by operators after paying out winnings. This distinction helps regulators and researchers assess both the popularity of betting and the potential risks associated with increased wagering activity, especially among younger demographics.
