Early findings from a UNLV study are raising concerns about problem gambling in Colorado, with researchers reporting that 7% of gamblers surveyed showed signs of serious gambling problems. The research is examining sports betting habits, advertising exposure, and whether sportsbook promotions influence gambling behavior. UNLV psychology professor Shane Kraus, who is leading the project, believes the findings deserve closer attention. The study is ongoing, with additional results expected after the 2027 Super Bowl.
The 500-person sample included both gamblers and non-gamblers to better understand their gambling habits. Participants were asked about their betting history, the types of gambling they participate in, and their exposure to sportsbook advertising.
The research is part of a broader effort to understand how sports betting promotions affect consumers. Researchers have already completed the portion examining betting activity surrounding the 2026 FIFA World Cup. Additional research will continue through the 2027 Super Bowl before the team reaches its final conclusions.
One of the biggest questions researchers hope to answer is whether sportsbook advertising contributes to risky gambling behavior. Kraus specifically pointed to promotional language, questioning whether the messaging encourages users to underestimate the financial risks of wagering.
To that end, the goal isn’t simply to determine how many people are struggling with problem gambling. Researchers also want to understand what might be contributing to those problems and whether changes to advertising regulations could help.
Those concerns come as other surveys have highlighted questionable betting habits among Americans. A recent survey of sports bettors found that 51% of respondents had placed wagers hoping to earn money to pay bills. Another 45% reported borrowing money to gamble. These findings highlight the financial pressures that can become associated with sports betting.
Colorado isn’t the only state turning to researchers for help understanding problem gambling. West Virginia University researchers are also studying problem gambling behavior, with a particular focus on loss-chasing.
Loss-chasing occurs when someone continues gambling in an attempt to recover money they’ve already lost. Researchers hope to identify warning signs that could help sportsbooks intervene before the behavior becomes more serious.
That project received nearly $300,000 in funding from Arnold Ventures and involves analyzing sportsbook data to identify patterns associated with problem gambling.
Both the UNLV and West Virginia studies could provide valuable information for regulators looking to improve consumer protections.
The findings arrive as states continue balancing the financial benefits of legal sports betting with concerns about problem gambling. New York is a good example of this. The state’s regulated sportsbooks have generated billions in revenue, but problem gambling calls have also increased.
According to a recent report from New York State Comptroller Thomas DiNapoli, the state’s problem gambling HOPEline received 2,545 calls in 2025, an 8.5% increase compared to 2020. Since then, New York has doubled annual funding for problem gambling services from $6 million to $12 million.
Studies like the UNLV one in Colorado aim to help provide insights into what is contributing to this growing issue that is seen nationwide.
