<p>The purpose of this study has been to examine how the image of the gambler is described by studying a report published by Folkhälsoinstituet [FHI] and a number of chosen articles from the Swedish Evening Press. Discourse theory has been used both as theory, together with social constructionism, and as a research method. The main conclusions of the study are that three different discourses can be identified: <em>the normal gambler</em>, <em>the professional gambler </em>and<em> the problem gambler</em>. The image of the problem gambler is described as a deviant and problematic minority characterized by loss of control, irrational thoughts and dissociative behaviour. The construction of the problem gambler fills three possible purposes for the state: As a solvable problem to handle criticism against negative consequences of gambling, as an argument to avoid competition on the market and as an individual characterized by loss of control in order to legitimize and make the construction of the normal gambler possible.</p>

With the fast progress of the Internet the Swedish gambling monopoly is no longer able to control the market. Gambling companies licensed in foreign countries can compete with Svenska Spel via the Internet offering lower prices. The authors investigated whether the competition has lead Svenska Spel to lower their prices. Focus has been put on the years 2000-2006 and on Svenska Spel’s sports betting section Oddset since competition here is high. To help analysing Svenska Spel’s pricing behaviour the dynamic limit pricing model of optimal pricing when faced with entry was used. The effect on Svenska Spel´s advertising expenditures following the competition was also investigated. For this part A dynamic model of advertising and market shares was used. The analysis indicates that when the number of firms on the market increased, prices decreased and Svenska Spel’s advertising expenses increased.

Problem gambling currently affects between 5-7% of youth ages 12-18 (Hardooon & Derevensky, 2002); however, rates of problem gambling among youth who are involved with the Juvenile Justice System are more than twice that of school sample rates (Lieberman & Cuadrado, 2002). Furthermore, disordered gambling often co-occurs with substance use and criminal activity (Huang & Boyer, 2007), issues that are compounded in the Juvenile Justice population. The current study assessed gambling behaviors and risk factors of 145 youth involved in juvenile, juvenile drug, and family courts. Results indicated that nearly 13% of these youth are currently problem gamblers, and that males and African-Americans had higher problem gambling rates than female and Caucasian youth. Furthermore, gambling-related crime, substance use, scope of gambling activities, and time in detention facilities were all predictive of problem gambling severity, while suicidal ideation, urban environment, and lottery sales per capita were not. Finally, having a parent with a gambling problem also emerged as a risk factor;however, the risk was greater for males than for females. These results present a distinct need for youth to be screened for gambling problems upon entering and exiting the Juvenile Justice System, and for prevention and intervention services to be offered within juvenile and family court settings. Furthermore, communities need to take an active role in preventing youth gambling problems through increasing public awareness and insuring that appropriate and accurate messages reflecting gambling opportunities and outcomes are presented.

The purpose of this study has been to examine how the image of the gambler is described by studying a report published by Folkhälsoinstituet [FHI] and a number of chosen articles from the Swedish Evening Press. Discourse theory has been used both as theory, together with social constructionism, and as a research method. The main conclusions of the study are that three different discourses can be identified: the normal gambler, the professional gambler and the problem gambler. The image of the problem gambler is described as a deviant and problematic minority characterized by loss of control, irrational thoughts and dissociative behaviour. The construction of the problem gambler fills three possible purposes for the state: As a solvable problem to handle criticism against negative consequences of gambling, as an argument to avoid competition on the market and as an individual characterized by loss of control in order to legitimize and make the construction of the normal gambler possible.

<p>With the fast progress of the Internet the Swedish gambling monopoly is no longer able to control the market. Gambling companies licensed in foreign countries can compete with Svenska Spel via the Internet offering lower prices. The authors investigated whether the competition has lead Svenska Spel to lower their prices. Focus has been put on the years 2000-2006 and on Svenska Spel’s sports betting section Oddset since competition here is high. To help analysing Svenska Spel’s pricing behaviour the dynamic limit pricing model of optimal pricing when faced with entry was used.</p><p>The effect on Svenska Spel´s advertising expenditures following the competition was also investigated. For this part A dynamic model of advertising and market shares was used.</p><p>The analysis indicates that when the number of firms on the market increased, prices decreased and Svenska Spel’s advertising expenses increased.</p>

Šiame darbe atskleidžiama azartinių lošimų santykių prigimtis, jų specifinis pobūdis ir poveikis visuomenei. Pagrindžiamas specialaus azartinių lošimų reglamentavimo poreikis, formuojami tokio reglamentavimo uždaviniai bei reikalavimai šių uždavinių įgyvendinimo būdams. Azartinių lošimų srityje nurodomi svarbiausi socialiniai pokyčiai, keliantys naujus reikalavimus nagrinėjamų santykių teisinam reglamentavimui. Remiantis Lietuvos Respublikos ir pasirinktų užsienio šalių (Austrijos, Belgijos, Didžiosios Britanijos, Lenkijos, Šveicarijos ir kitų šalių) norminių teisės aktų bei kitų šaltinių analize išskiriamos specialios azartinių lošimų reguliavimo priemonės. Vertinamas šių priemonių bei jų taikymo būdų atitikimas suformuluotiems reglamentavimo uždavinių įgyvendinimo reikalavimams (suformuluotam bendrajam idealumo kriterijui). Remiantis autoriaus gautomis išvadomis darbo pabaigoje pateikiamas abstraktus, aprašomojo pobūdžio idealus azartinių lošimų reglamentavimo modelis, kuriame siūlomos principinės nuostatos, orientacinės gairės azartinių lošimų reglamentavimo modeliui šiuolaikinėje demokratinėje valstybėje. / In this graduation work the nature of gambling, specific character of it and the influence of gambling to the society is being disclosed. Also, the special regulation of gambling is being justified and the main goals of such special regulation are being formed as well as the requirements to the implements of these goals. In the area of gambling games the main social changes that brings new chalenges for gambling regulation are being pointed. The law and special sources of gambling in Lithuania and other countries (Austria, Belgium, United Kingdom, Poland, Switzerland and others) is also being analyzed. Acording to the mentioned analysis, the special instrumentalities of gambling regulation are being parted. After that, the parted instrumentalities of gambling regulation are being considered to the formed general perfect gambling regulation criterion. Finally, according to the author's conclusions, an abstract, descriptive model of gambling perfect gambling regulation is being proposed. In this model principled attitudes, orientational guidlines of gambling regulation in modern democracy are being proposed.

Studien har utgångspunkt i den föreslagna upplösningen av det svenska spelmonopolet. Lagregleringen föreslås träda i kraft i början av 2019 för att tillåta privata spelaktörer att både agera och marknadsföra sig på den svenska spelmarknaden på lika villkor som de statligt ägda spelbolagen idag har. Genom att ge de privata aktörerna tillträde på den svenska marknaden menar svenska myndigheterna att man genom licenser kan kontrollera att samtliga aktörer agerar måttfullt med sin marknadsföring. Spelberoende är klassats som ett folkhälsoproblem och belastar därmed samhället både ekonomiskt och ur en hälsosynpunkt. Utifrån ett konsumtionskulturellt perspektiv beskriver och bidrar studien med en djupare förståelse för representationers innebörd i spelbolags reklamfilmer samt vad spel har för betydelse utifrån dessa. En kvalitativ innehållsanalys på 12 reklamfilmer har genomförts. Det empiriska materialet har sedan analyserats och tolkats med hjälp av konsumtionskulturella teorier. Studien visar på att budskapen som reklamfilmerna kommunicerar skiljer sig åt beroende på vilken spelform som marknadsförs. Reklamfilmer för lotterispel är missvisande då de bland annat endast skildrar vinnare. De säljer drömmen om en ny identitet och självförverkligande samt att det kan uppnås genom spelande. En vinst anses möjliggöra mer konsumtion vilket tillskriver individen en högre social status i ett konsumtionssamhälle. Kasinospel och betting säljs och marknadsförs som en upplevelsebaserad produkt med spelande som aktivitet i fokus. Vidare påvisar studien att reklamfilmernas representationer av manliga attribut befäster och förstärker stereotypa föreställningar om manlighet och spelande som en manlig aktivitet. Studien påvisar problematik med de kriterier i lagförändringen som spelbolagen förväntas förhålla sig till. Kriterierna ämnar kontrollera att marknadsföringen präglas av måttfullhet. De är dock vagt formulerade och lämnar tolkningsutrymme för både konsumenter och rättssystemet. Tolkningarna av de kommunicerade budskapen skapar konnotationer hos mottagaren som blir svåra att kontrollera. Spellicensutredningens föreslagna kriterier för att upprätthålla måttfullhet i spelbolags marknadsföring är baserade på okunskap och förenklade föreställningar om hur reklam egentligen fungerar. / The study is based on the proposed dissolution of the Swedish gambling monopoly. The regulation is suggested to take effect in early 2019 in order to allow private actors to both act and promote themselves on the Swedish gambling market on equal terms as the state-owned gambling companies. The purpose of granting private gambling companies access to the Swedish market is, according to the Swedish authorities, to by a gambling license system make sure that all actors promote their business moderately. Gambling is classified as an addictive disease, and thereby burdens society both economically and from a health point of view. With a consumer-cultural approach, the study describes and contributes to a deeper understanding for the meanings’ of the representations in gambling companies’ commercials and what meaning gambling has from a cultural point of view. A qualitative content analysis of 12 commercials from gambling companies has been made. Theories in consumer-culture have been applied to analyze the empirical data. The study finds evidence that the messages communicated by the commercials differ depending on the type of gambling being marketed. Commercials promoting lotteries are misleading as they only portray winners. They sell the dream of a new identity and self-realization which can be achieved through gambling. Winning on a lottery is considered to enable more consumption which gives the individual a higher social status in a consumer society. Casino gambling and betting is promoted as an experience-based product with focus on the gambling as an activity. Furthermore, the study demonstrates that the commercials’ representations of male attributes consolidate and amplify stereotypes of masculinity and gambling as a male activity. The study shows problems with the criteria in the regulation that the gambling companies are expected to abide by. The purpose of the criteria is to ensure that marketing is characterized by moderation. However, they are vaguely formulated and leave interpretation for both consumers and the judiciary. The recipient creates connotations of the interpretations of the communicated messages that become difficult to control. The proposed criteria for maintaining moderation in gambling companies’ marketing are based on ignorance and simplified notions about how advertising really works. The study is written in Swedish.

The main topic of my diploma essay is gambling, which is current nowadays. To be addicted to gambling is the most common addiction in Czech Republic. In the first part of my essay I described few main words which are connected with this topic such as addiction, pathological gambler, kinds of gambling and the others. In the next part I describe conditionals of becoming gambler, how we can recognize addiction by children and pupils and how we can help to addicted people. The next chapter is about gambler prevention. I described purpose of prevention courses too. In the final part I compare this situation of being addicted to gambling in Czech Republic, Europe and the other states in the world. Practical part consists of checklist which has been analysed by me. My comparison of being addicted in a village, small town or in a city is based on the checklist.

Syftet med denna studie var att svara på hur personer med ett icke aktivt spelberoende beskriver sin situation som spelberoende. Studien bygger på fem intervjuer som transkriberades och analyserades sedan med hjälp av en innehållsanalys. Analysen bygger på tidigare forskning och teorin the defining moment av Devine och Sparks (2014) samt Beckers (2006) avvikelseteori. Resultatet presenteras med hjälp av teman och kategorier. Studiens resultat visar att samtliga respondenter upplevde negativa konsekvenser till följd av spelandet. Konsekvenserna kunde visa sig ekonomiskt, hälsomässigt, socialt, arbetsmässigt samt påverkade även respondenternas närstående. Vidare framkom att samtliga respondenter ägnade en stor del av sin tid till att spela. Motivation var en stor faktor till att respondenterna till slut lyckades med sitt utträde ur spelberoendet. / The purpose of this study was to answer how people with a non-active gambling addiction described their situation as gambling addicts. The study is based on five interviews that were transcribed and then analyzed using a content analysis. The analysis is based on previous research and the theory the defining moment by Devine and Sparks (2014) aswell as Becker (2006) theory about outsiders. The result is presented with the help of themes and categories. The study results show that all respondents experienced negative consequences as a result of gambling. The consequences could prove economically, health, social, at the workplace and also affected the respondents relatives. Furthermore, it was found that all respondents spent a great deal of their time playing. Motivation was a major factor in the fact that the respondents eventually managed to withdraw from the game addiction.

Problem background: The online gaming industry has exploded and the number of consumers who play casino games has increased markedly in recent decades. In Sweden, the state has a monopoly on the gambling market and is not allowed to market casino games. But the foreign gambling companies make use of this by sending their advertisements via channels from other countries. Research Questions:- What are the reactions of Swedish gambling consumers to gambling companies marketing?- What determines when Swedish gambling consumers choose to gamble online?- What are the consequences that may arise for the gambling consumers owing to the gambling companies marketing? Purpose: The general purpose of this study is to contribute a distinct view over how Swedish gamblers react and experience the marketing of gambling companies. The sub-purpose is to find out what it is that makes the gambling-consumers to use these services as well as the consequences that may arise from the gaming company's marketing. Method: In this study, we have applied a quantitative network approach by creating an online survey and an online experiment. Empirics: The online survey and experiment gave us a total of 119 responses. 88 responses on the survey and 31 responses on the experiment. Online availability was enticing among the gambling consumers, being able to play at any time. According to the consumers they gamble for the excitement of it and to win money. There were also gambling consumers who stated that they are professional poker players and that poker is their only source of income. Conclusion: Even though consumers believe the gambling commercials are misleading and frustrating they still feel the urge to gamble online. This is most likely because the companies show off with a glamorous fantasy world of winning money in their commercials. The gamblers are relatively easy influenced by the commercials which are the main reason why gamblers end up with gambling issues/addictions. / Problembakgrund: Spelindustrin på nätet har exploderat och antalet konsumenter som spelar casinospel har ökat markant de senaste årtiondena. I Sverige har staten monopol på spelverksamheten och det är inte tillåtet att marknadsföra kasinospel, men de utländska spelbolagen utnyttjar detta genom att sända sin reklam via kanaler från andra länder. Forskningsfrågor:- Vad är de svenska spelkonsumenternas reaktioner till spelbolagens marknadsföring?- Vad är det som avgör för när svenska spelkonsumenter väljer att spela på nätet?- Vilka konsekvenser kan uppstå för spelkonsumenterna av spelbolagens marknadsföring? Syfte: Huvudsyftet med studien att ge en klarare bild över hur Svenska spelkonsumenters beteende och reaktioner av spelbolagens marknadsföring. Delsyftet är att ta reda på vad det är som gör att spelkonsumenter väljer att nyttja spelbolagens tjänster samt vilka konsekvenser som kan uppstå av spelbolagens marknadsföring. Metod: I denna uppsats har vi valt att tillämpa kvantitativa undersökningar genom att utforma en webbaserad enkät- och ett experiment. Empiri: Totalt deltog 119 respondenter i enkätundersökningen och experimentet, 88 respektive 31 stycken. Tillgängligheten på nätet var lockande bland spelarna, att kunna spela när som helst. Många spelare tycker att spel på nätet är spännande och spelar gärna för att vinna extra pengar. En del spelkonsumenter uppgav att de är professionella pokerspelare samt att poker är deras enda inkomstkälla. Slutsats: Slutligen kom vi fram till att även då spelkonsumenterna anser att spelbolagens marknadsföring är missvisande och frustrerande lockas dem ändå till att spela på nätet. Troligtvis eftersom spelbolagen framhäver en glamorös fantasivärld och att det är lätt att vinna på deras spelsidor. Spelkonsumenterna är relativt lättpåverkade av spelbolagens marknadsföring vilket är den främsta anledningen till att spelkonsumenter hamnar i ett spelproblem/spelberoende.