Written by: Savannna Payne
Edited by: Shruti Shaji
When you hear the word “gambling,” what comes to mind? Perhaps casinos, lottery tickets, or even underground betting rings. Gambling is typically associated with these high risk-high reward activities; we often encounter such gambling in movies, books, and in everyday conversations. These forms of gambling are typically seen as dangerous in society due to their ability to lead to consequences such as relationship loss, criminal punishment or financial ruin. However, sports gambling has carved a unique space in the gambling landscape. Unlike traditional gambling, which is largely restricted to physical locations or illicit operations, sports betting has been seamlessly integrated into mainstream entertainment as apps, websites, podcasts and more. Major companies such as DraftKings and FanDuel have turned sports betting into a widely accepted pastime, appealing to a much broader demographic. With this new broader audience, sports betting has become one of the fastest growing online gambling activities with a 28% increase in bets and generating over 120 billion dollars in 2023 alone (Schwartz, 2024).
One of the fastest-growing demographics in the gambling world is college students and young adults. The normalization of sports betting is particularly prominent among this group, largely due to their frequent exposure to advertisements and promotions on social media. Research shows that most gambling brands' social media followers are typically under the age of 25 (Rossi & Nairn, 2022). Given the accessibility of social media to young people, concerns are rising over the impact of early exposure to gambling marketing. Unlike casinos and scratch-off cards—which carry an inherent stigma—sports betting is increasingly being perceived as a casual or even strategic activity rather than a risky one.
Despite its growing acceptance, sports gambling still presents significant risks, especially due to its growing attraction to a younger age group. Unlike other mental struggles like substance abuse or depression, gambling addiction does not have as prominent symptoms, making it harder to recognize the warning signs of an individual needing help. Recent research highlights how sports gambling is intentionally marketed in a way that capitalizes on this fact to downplay its dangers. A recent study examined the increasing prevalence of gambling advertisements on social media and found that younger demographics are especially susceptible to this marketing (Rossi & Nairn, 2022). The study revealed that gambling companies are starting to use much more “content marketing” that contains humor and trendy features that subtly promotes betting, rather than traditional advertising. These new types of advertisement not only make it difficult for young audiences to recognize the persuasive intent behind these ads, but also make these ads more appealing to share with friends, increasing the rapid spread of sports gambling (Rossi & Nairn, 2022). This dangerous combination of easy access to mobile sports apps, combined with the rapid-fire nature of sports betting, creates an environment where compulsive gambling can thrive. Without proper education of the potential dangers of engaging in sports gambling, it can lead to financial and psychological distress without obvious warning signs.
To mitigate the risks of gambling addiction, especially among the younger generation, it is critical that proactive measures are taken. One major concern is how early gambling behaviors are being indirectly instilled in children through gambling-like games and activities. For instance, popular arcade establishments like Dave & Buster’s or Chuck-E-Cheese, offer games that closely resemble gambling activities, and reward players with tickets and prizes in a way that mimics the cycle of risk and reward seen in many gambling games (Weston, 2024). This early exposure normalizes the concept of betting and winning, making it more likely that these individuals will engage in gambling later in life. However, taking preventative actions, like increasing education about the dangers of gambling both in schools and through public awareness campaigns, can provide greater awareness of the dangers of gambling and possible deter future addictive behaviors. Encouraging open conversations about gambling addiction can also help reduce stigma, making it easier for individuals to seek help before their habits become destructive. It’s important to engage in open dialogue on how the consequences of gambling addiction can extend beyond the individual. Like many psychological disorders, gambling addiction can put strain on relationships, and hurt entire communities with emotional and financial loss. By fostering awareness and support to those who may need help, we can help create a more informed society and ensure that those affected receive the help they need.
National Problem Gambling Helpline: 1-800-GAMBLER or 1-800-522-4700
References
Rossi, R., & Nairn, A. (2022). New Developments in Gambling Marketing: the Rise of Social Media Ads and Its Effect on Youth. Current Addiction Reports, 9(4). https://doi.org/10.1007/s40429-022-00457-0
Schwartz, D. (2024, March 14). Sports betting is so popular that companies are moving into other forms of gambling. NPR; NPR. https://www.npr.org/2024/03/14/1238496223/sports-betting-is-so-popular-that-companies-are-moving-into-other-forms-of-gambl
Weston, T. (2024, April 22). The impact of gambling marketing. House of Lords Library. https://lordslibrary.parliament.uk/the-impact-of-gambling-marketing/
Commentaires