Preliminary findings from a University of Nevada, Las Vegas (UNLV) study suggest that 7% of surveyed Colorado gamblers experience serious gambling problems, raising concerns about consumer risks in the state’s regulated betting market.
Led by UNLV psychology professor Shane Kraus, the research involved 500 randomly selected Colorado residents, including gamblers and non-gamblers. Early results indicated that 4% participated in gambling, while the reported problem gambling rate was two percentage points higher among women. Researchers have yet to determine the reasons for that difference.
The findings come as Colorado continues to record substantial sports betting activity. During the 2025-2026 fiscal year, residents wagered $6.4 billion on sports, generating approximately $47 million in state tax revenue.
“When you look at the (total) sports betting market, the prevalence rate is kind of high,” Kraus said. “It’s concerning. It’s not a good thing.”
The project remains underway, with final findings expected after the Super Bowl in February.
Researchers Examine Gambling Participation and Risks
The survey identified lotteries as the most common gambling activity among participants, accounting for 41.4% of responses. Sports betting followed at 17.4%, while slots and video poker represented 16.2%.
Casino table games accounted for 11.6% of reported preferences, with bingo close behind at 11.4%.
Researchers also found that 13.9% of respondents reported participating in online gambling activities described as illegal in Colorado. Another 7.3% had purchased contracts through prediction markets.
Kraus emphasised that gambling problems affect a relatively small proportion of participants, although the consequences can be serious for those experiencing difficulties.
“Not everyone has a problem with gambling,” Kraus said, as reported by CDC Gaming. “The small percentage who do aren’t doing great and those are the ones we worry about.”
The Colorado findings form part of a wider research project that also surveyed approximately 1,400 gamblers and non-gamblers nationwide. Investigators are examining betting motivations and spending patterns to better understand factors associated with harmful behavior.
Betting Advertising Becomes a Research Priority
Sportsbook marketing represents another important component of the investigation, particularly the wording operators use to promote betting incentives.
Researchers are examining expressions such as “risk-free betting,” “free money” and “free play” to determine whether they influence consumers’ understanding of financial risks.
Kraus questioned the description of risk-free betting, calling it “no such thing.”
World Cup-related data provided additional information about advertising exposure. Among survey participants, 37.5% watched at least part of the final between Spain and Argentina, while 59.4% encountered sportsbook advertising during the final week of the tournament.
Another 35.1% reported seeing promotional betting offers, and 7.3% placed real-money wagers on the championship match.
Participants considered offers involving bet-50-get-10 incentives and first-bet cashback more likely to encourage excessive spending than advertisements promoting a 30% profit boost.
Existing research has also examined the relationship between gambling promotions and consumer behavior. A Massachusetts Gaming Commission report found that national television sportsbook advertising expenditure increased from $21.4 million in 2019 to $314.6 million in 2022.
Separately, a systematic review of 65 academic articles linked sports betting with elevated problem gambling risks and identified advertising as a potential influence on perceptions of gambling safety.
Findings Could Inform Colorado’s Prevention Measures
The UNLV researchers presented their early results at the Problem Gambling Coalition of Colorado’s annual conference. The project received funding through the Colorado Limited Gaming Control Commission’s Responsible Gaming Grant Program.
The team recommended greater cooperation between researchers and treatment providers, with participation from individuals who have experienced gambling harm.
Other proposals included identifying higher-risk groups and testing prevention measures before introducing them on a larger scale. Researchers also suggested making findings more accessible to regulators and community organisations.
Joe Maloney, president of the Sports Betting Alliance, defended Colorado’s regulated betting framework, referring to voters’ decision in 2019 to legalise sports wagering with commitments to consumer protection. He argued that regulation had helped move bettors away from illegal offshore platforms.
Investigators will continue analysing the collected information before publishing their final conclusions. The completed study is expected to provide a clearer picture of gambling-related harm and the potential influence of sportsbook advertising.