Technically, I'm one of those people: I like to gamble, I enjoy the process a lot, and I keep losing money, and I don't want to quit. Do I consider myself an addicted gambler? No. But then again, most of the addicted don't. So, why do I think, nevertheless, that I can keep playing? That's because I don't lose more than I can afford to. The money I lose to gamble worth it, every cent, because I'm having so much fun.
So, the fact that "they keep gambling and losing money" doesn't necessarily imply they are addicted gamblers, until we know what part of their, say, monthly budget, they are losing.
I like that idea and maybe I am also on that same boat. I keep on losing before at NBA bets but I tried to go deeper into analyzing the game and gain some wins in the long run. That made me more happy than just enjoying the game while losing in the end.
It's a different joy when a win happens in both team you are cheering for and including your bet. A satisfying one specially if it doesn't occur every time.