The global gambling industry is on an unprecedented growth trajectory, with net consumer losses projected to approach US$700 billion by 2028. Key drivers include the surge in online gambling, mobile access, and the legal expansion of commercial gambling to new territories, said a new Lancet Study.
Low- and middle-income countries are especially seeing a rise in gambling access despite often limited regulatory oversight. Globally, it is now legally accessible in more than 80% of countries. With the rise of online platforms, gambling services are just a click away, the Lancet said.
DIGITAL SHIFT IN GAMBLING AND ITS UNRECOGNIZED IMPLICATIONS
Digitalization has reshaped gambling operations and intensified consumer engagement. Today’s online gambling ecosystem relies on advanced software, IT, and fintech infrastructures. It fosters partnerships with social media, sports organizations, and media giants. This interconnected network offers operators vast marketing reach. It includes sponsorship deals with sports leagues. These deals can amplify their appeal to wide audiences.
HIGH-RISK ONLINE GAMBLING DESIGN
Online gamblingproducts are designed for speed and high engagement, traits that increase the risk of consumer harm. Features like live in-game betting allow users to place bets instantly. Traditional games like lotteries and bingo have adapted to the mobile age. They now offer quicker cycles and around-the-clock access. Meanwhile, the line between gaming and gambling is becoming increasingly blurred, with digital games serving as gateways into gambling.
ENHANCED CONSUMER TARGETING THROUGH DIGITAL TOOLS
Through advanced digital infrastructures, gambling operators now have powerful tools to target consumers. Social media and influencers, merged with vast user data, allow highly personalized marketing that can entice and keep customers. Companies can use consumer data to cross-sell products, adjust engagement tactics, and maximize user interaction over extended periods.
STRATEGIES OF INFLUENCE AND PUBLIC PERCEPTION
The gambling industry employs a range of tactics to influence public perception. It also aims to affect policy. These strategies are akin to those seen in other high-risk product sectors. The industry portrays gambling as safe entertainment. It emphasizes economic benefits like job creation and tax revenue. This approach bolsters its image. Companies often highlight their contributions to social causes like education and health, deflecting scrutiny away from corporate practices. This strategy places responsibility on individuals, especially those deemed “problem gamblers,” while minimizing corporate accountability.
IMPACT ON POLICY AND RESEARCH
Industry narratives emphasizing individual responsibility have significantly shaped gambling policies. They often direct regulatory focus toward supporting individuals. This focus occurs rather than scrutinizing industry practices. While support services for at-risk individuals are essential, this approach deflects attention from potential issues. These issues are in the design, provision, and marketing of gambling products. Additionally, the gambling industry has a strong influence on research. This influence allows it to shape how gambling harms are framed in public discourse.
SHIFTING FOCUS FROM INDIVIDUAL RESPONSIBILITY TO SYSTEMIC REGULATION
Effective regulation of the gambling industry requires examining the structural factors. It also requires examining the systemic factors. These factors underlie the development, distribution, and promotion of gambling products. Policies that focus on broader corporate responsibility, transparency, and consumer protections are essential to addressing the potential harms posed by the industry’s rapid digital and global
