Internet marketing tools in sports betting industry and their influence on customer segments using the example of 1xBet

Marketing activity of betting companies in the Russian market was legalized only in 2017. For this reason, there is currently no comprehensive scientific work on the study of the betting market in Russia, in particular, the study of specific marketing tools that are used by bookmakers. Also, there are no works aimed at identifying segments of this market. It should be noted that the volume of sports betting market is steadily increasing, the budgets that companies allocate to their marketing activities are increasing. Accordingly, the need for research in this area is also increasing. 

 In the process of work the analysis of sports betting market in Russia was carried out and marketing tools of bookmakers were classified. Also, based on the cluster analysis of the survey results (sample - 221 respondents), were identified 4 segments of consumers with a set of similar characteristics, and revealed the strength of the influence of a particular group of instruments on the types of motivation to make rates (using the method of building a linear regression). The practical significance of this method is presented in understanding the characteristics of people making bets and understanding the importance of certain marketing instruments of influence.