According to the initial findings of a new study from the University of Nevada, Las Vegas (UNLV), a portion of sports bettors in the state of Colorado, US, experience serious gambling problems.
This led researchers to raise the usual questions regarding the risks associated with the expanding market.
Concerning Figure
The study chose 500 random state residents, including people who gamble and those who do not. According to interim results shared with CDC Gaming, 4% of respondents reported betting on sports. Of that number, 7% showed signs of serious gambling problems.
Shane Kraus, a UNLV psychology professor leading the research, described the rate as concerning. He said the findings provide a benchmark for Colorado and that efforts should focus on reducing the prevalence of problem gambling.
At a population of more than 6.03 million, Colorado’s sports betting market generated $6.4 billion in wagers during fiscal year 2025-2026, producing $47 million in state tax revenue.
The researchers also found a difference by gender, with problem gambling reported at a rate 2% higher among women. Kraus said the team is still investigating the reasons behind the finding.
Lottery, in the Lead
Lottery games were the most commonly reported form of gambling among study participants, accounting for 41.4% of responses.
Sports betting followed at 17.4%, ahead of slots and video poker at 16.2%, casino table games at 11.6%, and bingo at 11.4%.
The preliminary results also indicated that 13.9% of participants acknowledged gambling online, which is illegal in Colorado. Another 7.3% reported purchasing contracts on prediction markets.
Researching Beyond the State
A separate national survey of 1,400 gamblers and non-gamblers is being evaluated as part of a broader project in an attempt to determine who bets and why, how much they choose to wager, and what role advertising plays in their decisions.
Final results are not expected until after the Super Bowl in February.
Researchers also examined advertising exposure during the World Cup final between Spain and Argentina. Of those surveyed, 37.5% watched at least part of the match, while 59.4% said they had seen sportsbook advertising at least once during the final week of the tournament.
Some 35.1% reported seeing sportsbook promotional offers, and 7.3% said they placed a real-money bet on the final.
Finally, promotions that offer a bonus for a qualifying bet or cashback on a first wager were regarded as more likely to be used and more likely to encourage overspending than advertisements featuring a 30% profit boost.
Kraus added that gambling should be presented as a form of entertainment instead of a lifestyle.
The research team also wants to see closer cooperation among state regulators, researchers, treatment providers and community organizations to identify risk factors, test interventions and turn findings into practical guidance.
The Colorado research was funded by the Colorado Limited Gaming Control Commission through its Responsible Gaming Grant Program.
In June, Colorado approved a series of new sports betting restrictions, including a ban on credit card deposits and ads targeting minors, among others.