Did you know that young people are constantly exposed to gambling-related content through video games, streaming platforms, and social media? The rise of loot boxes, skin betting, and influencer casino promotions is making gambling feel like just another game—without them even realizing the risks!
Gambling is an ever-evolving industry that has found new ways to attract young audiences, often exploiting their vulnerabilities. From flashy casino-style minigames in video games to influencer-driven gambling promotions on social media, the industry strategically embeds gambling elements where young people spend most of their time online. Targeted advertisements, esports betting, and sponsorships with popular streamers further normalize gambling behaviors, making it seem like just another form of entertainment. The Gambling Free Feed Project intends to empower youth against gambling harms by raising awareness of how much gambling-related content they see online and how that might affect them. The project is funded by the European Union and is coordinated by Sosped Foundation with four more partner organizations: Stando from Cyprus, Pista Mágica from Portugal, Fejar from Spain, and Kenthea from Cyprus.
Why Are Adolescents More Vulnerable to Gambling Addiction?
Adolescence is a critical period of development where individuals undergo significant cognitive and emotional changes. Research indicates that during this stage, the brain undergoes crucial neurodevelopment, particularly in areas related to decision-making, impulse control, and reward processing (Chambers et al., 2003). This makes adolescents more prone to risk-taking behaviors, including gambling. The heightened dopamine activity during this period can reinforce addictive tendencies, increasing their susceptibility to gambling-related harms.
In addition to biological factors, social and environmental influences play a role. Blinn-Pike et al. (2010) identified societal and peer influences as key contributors to gambling engagement among young people. Hardoon & Derevensky (2001) further supported this by emphasizing the impact of peer gambling behavior in shaping adolescents’ attitudes toward gambling. These findings highlight the importance of early intervention and education to mitigate gambling risks before problematic behaviors develop.
Recent reports indicate that exposure to gambling content in video games, streaming platforms, and social media further exacerbates this issue. Platforms like Twitch and Kick.com host gambling-related streams that may introduce young viewers to high-risk gambling behavior. Similarly, loot boxes in video games create gambling-like mechanics that normalize wagering at an early age, potentially leading to problematic gambling habits later in life.
The Gambling Industry’s Sneaky Marketing Tactics
The gambling industry employs various sophisticated marketing strategies aimed at attracting young audiences. These include targeted advertisements on social media, influencer sponsorships, and the integration of gambling elements within video games. Research by Derevensky et al. (2010) highlights that adolescents exposed to gambling advertisements are more likely to form positive perceptions of gambling and engage in the activity.
Persuasive advertising techniques play a crucial role in influencing youth gambling behavior. Monaghan et al. (2008) found that celebrity endorsements and social media influence significantly impact gambling attitudes among adolescents. Additionally, Hing et al. (2014) examined how sports sponsorships by gambling companies create an association between sports and betting, further normalizing gambling among young viewers. Similarly, online gaming tournaments, which share sponsorship similarities with traditional sports, serve as another avenue for gambling promotion. These sponsorships often involve gambling companies funding tournaments, offering prize pools, or providing financial incentives for popular gamers to showcase their brands. This creates an environment where gambling is seamlessly integrated into competitive gaming culture. As a result, adolescents watching these events are more likely to develop a favorable perception of gambling, associating it with skill-based competition and financial rewards, further fueling interest and participation in gambling activities.
Emerging trends indicate that influencer-led gambling content on streaming platforms has become increasingly prominent. Platforms like Kick.com, which was created after Twitch’s 2022 ban on certain gambling streams, provide a haven for gambling promotions. Many of these streams are sponsored by online casinos, creating an illusion of easy winnings while potentially misleading young viewers. Reports suggest that some influencers are gambling with fake currency, further distorting the perceived risks of gambling.
Raising awareness of these marketing tactics is crucial for preventing gambling harm. By educating young people about the manipulative nature of these strategies, they can be better equipped to recognize and resist gambling influences.
The Loopholes in Gambling Regulations
Gambling regulations play a crucial role in protecting individuals, particularly young people, from gambling-related harm. Effective regulation helps ensure responsible gambling practices and mitigates the risks associated with gambling addiction.
Research by Planzer, Gray, and Shaffer (2014) reveals that stricter regulations, particularly those targeting youth, are linked to lower rates of problem gambling. However, the evolving digital landscape presents new challenges in regulation enforcement. Macey and Hamari (2019) discuss how emerging forms of gambling, such as loot boxes and skin betting, often bypass traditional gambling laws. These unregulated activities expose adolescents to gambling-like experiences without the safeguards provided by official gambling regulations. For example, loot boxes in video games like FIFA and Counter-Strike allow players to spend real money for a chance to unlock rare in-game items, creating a slot-machine-like experience. Similarly, skin betting platforms enable users to wager in-game cosmetic items as currency, often with minimal age verification, effectively turning video game assets into gambling chips. These mechanics encourage risky spending behaviors and can act as a gateway to more traditional forms of gambling.
Recent investigations have uncovered an extensive black-market gambling ecosystem tied to popular video games. Counter-Strike, for instance, has enabled third-party gambling websites that use in-game items as a form of digital currency. Many of these sites require minimal age verification, making them easily accessible to minors. Additionally, these platforms circumvent traditional financial regulations, making it difficult to track their transactions and impact.
Legislation within the European Union largely falls under national jurisdiction, but efforts are being made to tackle unregulated gambling operations. Finland, for example, has implemented mandatory identification for all Veikkaus gambling games as of January 2024, aiming to curb underage gambling. However, combating black-market gambling will require a combination of legislation, technological solutions, international cooperation, and increased public awareness.
What Can Be Done to Stop This?
Understanding adolescent vulnerability, gambling marketing strategies, and regulatory frameworks is essential in combating gambling harm among youth. Adolescents’ cognitive development makes them more susceptible to risky behaviors, and aggressive gambling marketing further exacerbates this vulnerability. While existing regulations aim to control gambling practices, new digital gambling methods continue to challenge traditional regulatory approaches.
Preventive measures such as education, stricter regulations, and raising public awareness are necessary to safeguard young people from gambling risks. By increasing awareness and strengthening regulations, society can work towards a safer environment that promotes responsible gambling practices and protects vulnerable populations. Recognizing the risks of gambling in video games and online streaming is a crucial step in this effort, ensuring that young people are not unknowingly exposed to harmful gambling influences.
Watch: From Digital Gamer to Gambler
To see how gambling exposure in video games and online platforms affects young people, watch our video: From Digital Gamer to Gambler (embedded below). Awareness is the first step toward change. We have also published a free e-courses about gambling harms to different target groups and in different languages. Let’s continue the conversation and work together to protect the most vulnerable in our communities!
About the Gambling Free Feed Erasmus+ Project
This article was created as part of the Gambling Free Feed Erasmus+ project. GFF is an Erasmus Plus project that empowers youth against gambling harms by raising awareness of how much gambling-related content they see online. The project is funded by the European Union and is coordinated by Sosped Foundation with four more partner organizations: STANDO from Cyprus, Pista Mágica from Portugal, FEJAR from Spain, and KENTHEA, also from Cyprus. Another important associated partner is Marina Yiannikouri, Head of Responsible Gaming & Social Responsibility from the Cyprus Gaming + Casino Supervision Commission.