This thesis aims to study the football betting industry, as a type of goods in the market that has been continuously developed and has had multi-dimension of connections with social organizations, in order to help setting the optimal and possible policies for administration. The study had forwarded that football betting market in Thailand has been wider expanding resulting from the development and expansion of information system. Usually the betting emphasizes on foreign football matches, mainly with the handicapped odds style. The main impact of football betting is addiction problem. Regarding to the structure of football betting industry in Bangkok, for the supply side, or service providers, there are 2 main types of bookmaker: pua ball and toh ball. Their income, or kha nam, will come from the gap of odd rates between both sides of bettors. in order to decrease their risks, there are many and complicatedly network-coordination among bookmaker groups. For the demand side, or bettors, mostly they started gambling because they like football and still bet for chances. Daily sports newspapers are the main sources of information without regarding their own gambling statistic results. And they will spend their prize money on luxurious goods and services. The more experiences in gambling will result in the more wagers and numbers of betting matches. The wager per match will range from 501-5,000 Baht. The payments must be settled after the matches, mostly by cashes. However, bettors who have permanent jobs may settle their payments via account transfers. They bet with their permanent income, and also play other types of gambling. In summary, although there are so many bettors and providers, there are still network-coordination among providers, resulting in the very high entrepreneur monopolistic power in market structure.
