UNLV interim study: 7% of Colorado sports bettors show signs of serious gambling problems

A new study from the University of Nevada, Las Vegas suggests that a notable share of sports bettors in Colorado show signs of serious gambling problems. Interim results were shared with CDC Gaming and are based on a random sample of 500 state residents, including both gamblers and non-gamblers.

Of the respondents, 4% said they bet on sports, and 7% of that group showed signs of serious problem gambling. Shane Kraus, the UNLV psychology professor leading the research, called the rate concerning and said the findings give Colorado a benchmark, with efforts needing to focus on reducing the prevalence of problem gambling. Researchers also found that problem gambling was reported at a rate 2% higher among women, and Kraus said the team is still looking into the reasons.

The study provides context for a sizeable market. Colorado, which has a population of more than 6.03 million, recorded $6.4 billion in sports betting wagers in fiscal year 2025-2026, generating $47 million in state tax revenue.

Lottery was the most commonly reported form of gambling at 41.4% of responses, followed by sports betting at 17.4%, slots and video poker at 16.2%, casino table games at 11.6% and bingo at 11.4%. In addition, 13.9% of participants said they gambled online in ways that are illegal in the state, and 7.3% reported buying contracts on prediction markets.

The researchers also looked at advertising exposure around the World Cup final between Spain and Argentina. Some 37.5% of those surveyed watched at least part of the match, and 59.4% said they had seen sportsbook advertising at least once during the tournament's final week. Some 35.1% reported seeing promotional offers, and 7.3% said they placed a real-money bet on the final. Offers giving a bonus for a qualifying bet or cashback on a first wager were seen as more likely to be used and to encourage overspending than a 30% profit boost.

A separate national survey of 1,400 gamblers and non-gamblers is being evaluated to examine who bets, why, how much they wager and what role advertising plays. Final results are not expected until after the Super Bowl in February. The team also called for closer cooperation among regulators, researchers, treatment providers and community organizations. The Colorado work was funded by the Colorado Limited Gaming Control Commission through its Responsible Gaming Grant Program. In June, the state approved new sports betting restrictions, including a ban on credit card deposits and on ads targeting minors.