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Gambling-like Features in fan Tokens
Hibai Lopez-Gonzalez1, Mark D Griffiths2
1Department of Library, Information Science, and Communication, University of Barcelona, Melcior de Palau 140, Barcelona, 08014, Spain. hibailopez@ub.edu.
Fan tokens, a type of cryptocurrency, offer fan engagement but possess gambling-like features. This study analyzes their design for potential public health risks, particularly for cryptocurrency holders.
Area of Science:
- Sports Marketing
- Cryptocurrency Studies
- Public Health
Background:
- Fan tokens, a form of cryptocurrency, have been issued by elite sports teams since 2020 to enhance fan engagement.
- These digital assets allow token holders to participate in fan-related experiences, such as voting on team-related decisions.
- Concerns exist regarding their gamified nature, potential for trading as collectibles, and value fluctuation.
Purpose of the Study:
- To explore the characteristics of fan tokens through a case study of an F.C. Barcelona fan token.
- To analyze the gambling-like features embedded in fan token product design.
- To assess the potential public health implications of these features for fan token holders.
Main Methods:
- Case study analysis focusing on an F.C. Barcelona fan token.
- Literature review drawing on situational and structural characteristics of gambling.
- Comparative analysis of fan token features within gambling contexts.
Main Results:
- Fan tokens exhibit gamified design elements intended to retain user engagement within specific applications.
- The tradable nature of fan tokens positions them as collectibles with volatile market values.
- Features within fan tokens share similarities with those found in gambling products.
Conclusions:
- Fan tokens incorporate design elements that mirror those found in gambling, raising public health concerns.
- The potential for harm to fan token holders warrants further investigation from a public health perspective.
- Understanding the intersection of cryptocurrency, fan engagement, and gambling mechanics is crucial.
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