Diffusion and learning: Twenty years of sports betting culture in Finland


This article explains that a novice sports bettor's challenge in Finland twenty years ago was to find information about one new game, which had just been introduced to Finnish consumers. Now the challenge is to manage a flood of information about a growing variety of options, as betting on sports has become an established game in Finland and the surrounding technological and media environments have changed dramatically. Plenty has been learned in Finland in two decades about betting on human sports, and bettors now form a particular subgroup within the country's generally active gambling culture. Opportunities to obtain information and learn the game have multiplied, because more people know about it and access channels are more varied. Furthermore, opportunities available for an individual bettor are now worldwide, thanks to the Internet.

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