This study examines how bonus offers and FOMO ( Fear Of Missing Out) influence individual gambling behavior on online- based gaming platforms such as online casinos and betting sites. The aim is to understand how psychological and cognitive factors are exploited through marketing strategies to reinforce gambling activities. The theoretical foundation is based on four central theories: Social Comparison Theory, Dual Process Theory, Operant Conditioning and Prospect Theory.

Data collection is based on qualitative semi-structured interviews with players who have previous experience using digital gambling platforms. The result shows that bonus offers are often perceived as attractive yet manipulative. Many respondents reported that such offers caused them to gamble more than planned and that they felt influenced by the sense of “ getting something extra.” FOMO emerged as a strong driver, not only in relation to bonuses but also in the fear of being excluded from the community or missing out on potential winnings others might experience.

The study also highlights the ethical dimensions of marketing within the gambling industry, where vulnerable groups risk developing gambling addiction due to aggressive or psychological designed promotional strategies. The conclusions indicate that bonus offers and FOMO are two of the most powerful tools in gambling companies strategies to retain and intensify player behavior. The study concludes with suggestions for future research and discusses the need for regulatory measures and consumer protection.