Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.

体育博彩在美国迅速流行，并有可能改变体育迷与体育资产和体育内容互动的方式。然而，并非所有的体育博彩玩家都是一样的，市场细分研究为更有针对性的沟通和营销策略提供了资源。本研究利用行为和心理数据，按参与程度对 1,077 名体育博彩玩家进行了细分。然后在 Mowen 的 3M 动机和个性模型框架内对这些细分进行对比。分析中还包括了 513 名非博彩体育迷的样本。在博彩细分市场之间以及博彩和非博彩体育迷之间的动机、基本、复合和表面特征水平上发现了统计学上的显着差异。