In a not-so-distant past, sports betting lurked in the shadows of the US — a discrete realm confined to whispered office pools, engaging illegal bookmakers, and held within the secrets of Las Vegas. Now? Simply tune into any sports channel and hear the advocates loud and proud. Kevin Hart’s comedic charm lures you into the wonders of a parlay. There was a time when sports leagues had to be at arms length away from sports betting. Today, superstars like LeBron James are partnered with DraftKings, a popular US sports betting app, urging fans to place wagers.
Fueled by dopamine and celebrity glitz, young college men are among the prime targets for these marketing machines. Beneath the game’s thrill lies a user interface (UI) built to maximize profits, obscure odds, and encourage risk. I focus on DraftKings, though similar tactics and designs apply across different sports betting platforms.
The DraftKings platform is not just for entertainment purposes. The use of relentless, misleading notifications and promotions for high-risk parlays and samegame-parlays (SGPs) nudges users toward riskier choices that drive bookmakers’ profit margins while downplaying the true cost of betting. Parlays and SGPs, both types of multibets, have a much more complex calculation for their true price, as it compounds based on various single bets, referred to as legs. This may lead to an inequitable experience, especially for those between the ages of 18 to 22, as well as economically vulnerable households, as they are encouraged to partake in these risky, addictive behaviors and constantly lured into the broader world of gambling. The result? DraftKings creates an uneven playing field where casual bettors are at a disadvantage and addiction is embedded within the UI.
Understanding sports betting’s behavioral impact requires a social lens. Recently, wagering has become a “sports ritual,” much like having a beer during a game, normalizing the behavior. A successful bet can serve as cultural capital within social groups, reinforcing male identity. This social framing, especially among young men, shapes perceptions of betting and creates pressure to participate.
I invite you to take a step inside the DraftKings app. Immediately, Shaquille O’Neal pops up in the center of your screen with a big smile and bright green colors that contrast against the dark background — “Shaq’s Boost of the Week: Player Rebounds Parlay Boost!” You keep scrolling on these colorful deals, seeing more parlay and SGP boost deals. At the end of the deals is a widget that reads “It’s more fun when it’s for fun,” a meek reminder to bet responsibly. And at the bottom right, a pop-up widget that redirects you to play blackjack on the app lurks on your screen as you visit any page.At first glance, the app appears to seamlessly blend entertainment, special deals, and celebrity endorsements. However, once you leave it, the bombardment of notifications leaves no space for breathing as DraftKings urges you to participate in a “special deal.” Multibets are designed to enhance prices for bookmakers while the true price paid for the deal is much larger than what it might seem at first glance. There is no option to specify which type of notifications you would like to receive, and there is no apparent way of knowing the true price of a multibet deal, which may especially put inexperienced young bettors at risk of reducing welfare. Moreover, the constant prompting to play a casino game may serve as a way of getting casual bettors to spend more time and money on DraftKings by developing a more serious gambling vice. After all, DraftKings openly admitted to hoping to create “higher customer lifetime value” after acquiring a leading lottery app in the US.
Just as some people may be more prone to developing addictions, the particular “structural characteristics” of objects can contribute to speeding up or starting an addiction. Time-sensitive “special” offers and hidden costs in DraftKings’ notifications, combined with ads promoting a betting culture, reinforce the normalization of sports gambling. These design choices create a social fabric where betting feels routine. This normalization works side-by-side with the design of notifications and promotional multibet deals on DraftKings by reinforcing the notion that gambling is exciting while ignoring the consequences of gambling.
Given DraftKings’ profit driven model, removing multibets and casino features is unlikely. However, the platform has a moral obligation to design a UI that protects young users from addiction. Generic warnings are not enough, nor are they effective. DraftKings should implement transparent pricing for multibets by displaying a clear breakdown of the total price calculation for a multibet, along with a clear breakdown of the odds of each leg, to reduce the risk of the development of vicious betting habits among young men. Additionally, it is important that DraftKings creates more detailed mobile notification settings upon download, allowing for displays of bet losses, which currently do not exist. Also, there should be a notification option to show money and time spent betting if it is classified as “risky” in accordance with public health guidelines.
Although the causes of addiction are extensive, and warnings about true odds may be more useful as preventative measures, the solution must extend beyond UI alone. Design choices can help prevent vulnerable young populations from developing a “casual bet” dynamic into a long-term addiction. For these design changes to be enforced, policies must be pushed to ensure sports betting apps have less predatory designs.