One of the threats of social networks is the normalization of betting in routine lives. Thus, the gambling policy should go beyond individual responsibility over gambling involvement. Another significant threat is the beliefs about knowledge, skill, and control over sporting events. Bettors that developed such beliefs obtain reduced beliefs about risks, and consequently, engage in risky gambling patterns. Thus, gambling advertisements must contain clear definitions of the risks that players take by engaging in sports betting activity (e.g. evidence-based risk information).

The key focus of the study was on socio-cultural and commercial factors influencing the intention to engage in risky sports gambling behavior.

The target group of this study included 16 Australian men, who were between 18 to 24 years old. The research is based on in-depth interviews (otherwise saying, the self-report method was used). Convenience and snowball sampling was utilized to attract participants. Interviews were conducted during the year 2020 (February-November).

Examples of risk factors included: the hope to make money gambling; reducing boredom; demonstrating perceived knowledge of sports; competing with peers to build peer connections.

Examples of sociocultural risk factors included: the embedded nature of sports betting in the social life of young men. That could include informal gambling with family members and peers. Social networks could have an educational influence, teaching technical aspects of sports gambling, such as specific odds and betting markets (e.g. la quinella).

Examples of commercial risk factors included: the advertisement of sports gambling and gambling products themselves. Both factors influence beliefs about perceived control over doing bets and the risks associated with this activity. Promotions and deals that gambling providers attract gamblers, who think of “taking advantage” of price discrepancies between betting companies.

Low or high perception of control is one risk factor that may be associated with engaging in risky activity to validate or regain /enhance control. (Zinn 2019)

Fantasy sporting leagues can be compared with free trials for sports betting. Engagement with fantasy sporting leagues can lead players to build perceived control over sporting events, which could lead players to bet on sports.

Rivalry competition was found to increase sports gambling participation in a social group. Most typically sports gambling was accepted in the contexts of recreation (e.g. pubs, passing by casinos), work, or educational institutions.

Social networks built around gambling activity are difficult to escape from. The conversations about gambling continue offline and online (e.g. within social messaging apps). Members of such groups receive regular nudges, which makes it difficult to avoid thinking about gambling.

Sports gamblers have a common misbelief that sporting knowledge decreases the level of randomness for gambling and plays a role in receiving financial rewards.

Participants of the study identified the "same game multi" market, as the "low risk, high reward" market due to sporting knowledge that can help to predict several events that would happen in one game.