Because the online account collects and accumulates data ¡ª it will know the type of wagers made by a player and his deposit and withdrawal history ¡ª it is now possible to move beyond a one-size-fits-all marketing campaign to tailor offers and promotions for specific subsets of bettors.


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It¡¯s advantageous for the sports betting operators ¡ª and the states ¡ª to offer help. A gambler who can control his or her worst impulses is more likely to be a customer for a longer time. But by design, the odds are stacked against anyone who chooses to bet regularly ¡ª and there are limitations to what the sportsbooks can do to stop someone who has developed a problem.
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A 2018 U.S. Supreme Court ruling in a case brought by New Jersey cleared the way for all 50 states to offer legal sports betting should they choose to do so. With that rapid expansion came an expectation in some quarters that internet gambling would almost automatically grow at a similarly rapid pace.