Our research
purpose
Learn about the BETS Research Center, mission, research focus, philosophy, and objectives in studying consumers in sports betting and prediction markets.
Mission Statement
The Betting, Experience, and Trading in Sports (BETS) Research Center at the University of North Carolina at Chapel Hill is dedicated to advancing the understanding of consumer behavior of sport bettors, sport betting marketing, and sport betting's impact on society. We seek to accomplish this mission through pragmatic, evidence-based research using both quantitative and qualitative methodologies. Our work bridges the gap between academic inquiry and industry practice by producing innovative, practical scholarship to inform decision-making across the sport betting ecosystem.
Key Research Areas
Sports betting and prediction market behavior and consumer decision-making.
Influence of marketing efforts from sports betting operators and prediction markets.
Consumer perceptions of AI and technology implementation by sports betting operators and prediction markets.
Research Philosophy
We emphasize pragmatic and applied research. Our work blends quantitative modeling, unearthing behavioral insights through qualitative methods, and utilizing real-world data to ensure findings are both academically rigorous and practically relevant.
Key Objectives
Research performed by the BETS Research Center is designed to benefit a broad range of stakeholders across the sport industry.
Our findings help leagues understand how betting activity intersects with fan engagement, viewership, and brand integrity.
We provide research to better understand stakeholders including athletes, coaches, and the general student body.
We provide data-driven insights into consumer behavior and product design to assist in building ethical, competitive businesses.
Our work supports objective research to help craft thoughtful legislation and oversight frameworks.
Research Profiles
Dr. Colin López
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Dr. Jackson Sears
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