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espanolThis study aims to analyze the social representations of different institutional leaders regarding the casino customers, their main motivations and role of the casino in daily life. The methodology was qualitative - phenomenological using semi-structured interviews. Participants were eight leaders of religious, political, and mental health institutions, and government officials. The results show that adult women are represented as the group with greater presence in the casinos. Loneliness and pathological gambling are part of the social representation of the players, with variations according to the institution that the leaders represent. The relevance of generating investigative processes that expand the concept of the games in casinos and impact on public health policies and socioeconomic development is discussed. espanolEl objetivo del estudio fue analizar las representaciones sociales de diferentes lideres insti­ tucionales en torno a los clientes de los casinos, sus motivaciones principales y el papel del casino en la cotidianidad. La metodologia fue cualitativa-fenomenologica con entrevistas semiestructuradas. Participaron ocho lideres de instituciones religiosas, politicas, de salud mental y funcionarios gubernamentales. Los resultados evidencian que las mujeres en edad adulta se representan como el colectivo con mayor presencia en los casinos. Todos los par­ ticipantes representan a las personas jugadoras asociadas al juego patologico y la soledad, con variaciones segun la institucion que representan. Se discute la pertinencia de generar procesos investigativos que amplien la concepcion de los juegos en casinos e impacten en las politicas publicas en salud y desarrollo socioeconomico. EnglishRepresentaciones sociales; lideres; juego; casinos portuguesO objetivo e analisar as representacoes sociais de diferentes lideres institucionais em torno dos clientes do casino, as suas principais motivacoes e papel do casino na vida diaria. A metodologia foi qualitativa fenomenologica com entrevistas semi-estruturadas. Os participantes foram oito lideres de instituicoes de saude, religiosas, politicas, de saude mentais e funcionarios do governo. Os resultados mostram que as mulheres adultas sao representados como o grupo com maior presenca nos casinos. Todos os participantes representam jogadores pessoas associadas com o jogo patologico e solidao, com variacoes de acordo com a instituicao que representam. A relevância de gerar processos de pesquisa que expandem o conceito de jogo em casinos e impacto na politica de saude publica e do desenvolvimento socioeconomico e discutido.

Representaciones sociales de líderes institucionales acerca del juego en casinos mexicanos