UNLV Interim Research Shows 7 Percent Problem Gambling Rate Among Colorado Sports Bettors

UNLV study finds 7% of Colorado sports bettors show signs of serious problems, with rates 2% higher among women. Lottery leads participation at 41.4%; 13.9% admit to illegal online gambling. National results due after February Super Bowl.

SCCG Take — The data supply a state-specific benchmark that operators and the Colorado Limited Gaming Control Commission should use to sharpen targeted interventions on promotions and illegal channels.

A University of Nevada, Las Vegas study has found that 4 percent of respondents reported betting on sports, of whom 7 percent showed signs of serious gambling problems. The interim results from a survey of 500 random state residents, including both gamblers and non-gamblers, deliver an early benchmark as the market expands. Shane Kraus, the UNLV psychology professor leading the project, called the rate concerning and said efforts must focus on lowering prevalence.

Colorado holds a population above 6.03 million. Its sports betting market produced 6.4 billion dollars in wagers for fiscal year 2025-2026 and delivered 47 million dollars in state tax revenue. The study recorded problem gambling rates 2 percent higher among women. Kraus noted the team continues to examine reasons for the difference.

Participation Patterns and Related Activity

Lottery games led at 41.4 percent of responses. Sports betting followed at 17.4 percent, ahead of slots and video poker at 16.2 percent, casino table games at 11.6 percent, and bingo at 11.4 percent. The results showed 13.9 percent of participants gambled online, which remains illegal in Colorado. Another 7.3 percent reported purchasing contracts on prediction markets.

A separate national survey of 1,400 gamblers and non-gamblers forms part of the broader effort. Final results will not arrive until after the Super Bowl in February.

Advertising Effects and Cooperation Priorities

Researchers reviewed exposure tied to the World Cup final between Spain and Argentina. Of those surveyed, 37.5 percent watched at least part of the match. In the week before the final, 59.4 percent recalled seeing sportsbook advertising at least once, 35.1 percent reported seeing promotional offers, and 7.3 percent placed a real-money bet on the outcome.

Bonus offers for a qualifying bet or cashback on a first wager were viewed as more likely to prompt overspending than advertisements featuring a 30 percent profit boost. Kraus added that gambling should be presented as a form of entertainment instead of a lifestyle. The team called for closer cooperation among state regulators, researchers, treatment providers, and community organizations to identify risks, test interventions, and produce practical guidance.

The Colorado portion of the work was funded by the Colorado Limited Gaming Control Commission through its Responsible Gaming Grant Program. The state approved new sports betting restrictions in June, including a ban on credit card deposits and ads targeting minors. According to reporting by GamblingNews, the findings raise standard questions about risks that accompany market growth.

Reporting: GamblingNews

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