UNLV Researchers Examine Colorado Sports Betting Promotions and Gambling Harm

LAS VEGAS – A UNLV researcher has shared preliminary findings from a state-funded project examining sports betting behavior and gambling harm in Colorado.

Shane Kraus, an associate professor of psychology at UNLV and director of the university’s Behavioral Addictions Lab, discussed the early results with Colorado Springs station KKTV. The research remains underway, and no paper, final report or detailed methodology covering the interim findings has yet been published.

KKTV reported that the team surveyed a random sample of 500 Colorado residents about gambling participation, wagering behavior and the influence of advertising. A second phase of the research is scheduled around the Super Bowl in February 2027, with final analysis to follow.

Early Colorado Data Draws Nevada Comparison

Kraus referred to preliminary figures of 4% and 7% during the interview and said the higher number looked similar to levels seen in Nevada. The figures have not yet been published in a final report or peer-reviewed paper.

The station also reported that problem gambling in the interim data was 2 percentage points higher among women than men. The finding remains preliminary, and further information about the methodology and statistical significance will be needed before firm conclusions can be drawn about gender differences.

The figures therefore should not yet be treated as finalized Colorado problem gambling prevalence rates. Project documents indicate that the researchers ultimately intend to publish their findings in open-access academic journals, although no publication date has been announced.

Colorado Awarded UNLV $312,239 for Sports Betting Research

The Colorado Limited Gaming Control Commission awarded UNLV $312,239 in February 2026 for the first phase of “The Causal Impact of Sports Betting Promotional Offers”. UNLV announced the grant shortly after the award.

Kraus represents UNLV’s Department of Psychology, while Tiange Xu and Andrea Dassopoulos are researchers with the university’s International Gaming Institute. The Problem Gambling Coalition of Colorado is a research partner rather than the project’s funder.

The commission separately awarded the coalition approximately $1.53 million in the same funding round for treatment, awareness, collegiate support and therapist certification programs. Colorado’s responsible gambling grant program is financed through sports betting tax revenue under HB 22-1402, with approximately $3.78 million awarded in the 2026 round.

Researchers Focus on Sportsbook Promotions and Gambling Harm

The UNLV project is examining whether promotional offers can directly influence harmful gambling behavior rather than simply appearing alongside it. Researchers are studying tools such as sign-up bonuses, odds boosts and promotional language around offers described as risk-free or free play.

The research comes as regulators and lawmakers place greater scrutiny on how sportsbooks advertise and incentivize betting. Colorado introduced new sports betting consumer protections this year, including restrictions on deposits, credit card funding and certain forms of marketing to customers.

Similar concerns are emerging more broadly across the US, where regulators have increased scrutiny of sports betting advertising and potentially misleading promotional practices.

The issue could extend beyond sportsbooks because online casino operators use similar promotional mechanisms, including bonus credits, deposit matches and free spins. Colorado does not currently permit online casino gaming, but evidence establishing a causal relationship between gambling promotions and harm could become relevant to regulators and lawmakers considering marketing rules in other states.

For now, the Colorado figures remain preliminary. The second stage of the UNLV research is expected around the Super Bowl on Feb. 14, 2027, with fuller results to follow before any peer-reviewed publication.

RELATED TOPICS: Responsible Gambling