BETS Research CenterThe science of sports markets & decision-making

Rigorous, independent research on sports betting, prediction markets, and the consumer experience of wagering — for scholars, practitioners, and policymakers.

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Sports betting and prediction market research

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Conference presentations

ICRG / EASMNASSM / SMA

Invited & peer-reviewed talks and presentations

Researchers

Faculty and Student Team Members

Grants

ACC

Atlantic Coast Conference

Focus areas

Marketing · Consumer behavior · Perceptions

Current Research Projects

Consumer perceptions01

Perceptions of AI usage in sports betting products

ProgressActive

Gathering data from sport bettors on reactions to AI-generated personalized betting products

Providing practical implications for sportsbooks to improve consumer experience

Prediction markets02

Prediction markets: sport betting, futures, or something else?

ProgressActive

Analyzing how prediction markets are perceived by bettors and non-bettors

Understanding impacts on those classified as problem gamblers

Bettor behavior03

College sport stakeholders’ perceptions of sport betting addiction

ProgressActive

Collaboration with the Atlantic Coast Conference

Comparing sport betting addiction to other common addictions

The Research Team

Three Pillars

Area 01 — Marketing

Marketing of sportsbooks and prediction markets

Examining how sports betting operators and prediction market platforms attract, retain, and communicate with consumers through advertising, promotions, and digital channels.

Area 02 — Behavior

Bettor behavior

Understanding the cognitive biases, risk preferences, and decision-making patterns that shape how individuals engage with sports betting and prediction markets over time.

Area 03 — Perceptions

Consumer perceptions

Investigating how bettors and the general public perceive the fairness, trustworthiness, and social impact of sports wagering and prediction market platforms.

The Research Team

4 Members