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New Research Reveals Gambling Ads on Social Media More Appealing to Children than Adults

Published

4 years ago

October 27, 2021

Reading Time: 3 minutes

According to a new study conducted at the University of Bristol, gambling advertising on social media is significantly more appealing to children and young people than to adults.

The study findings showed disguised gambling marketing and ads for betting on esports – professional online competing in computer games – were nearly four times more appealing to children than adults. It also revealed nearly half of children are exposed to such advertising weekly and around a quarter encounter it daily.

Whereas results showed the vast majority of adults were wary or annoyed when faced with gambling ads, children mainly reacted positively.

Co-lead investigator Dr Raffaello Rossi, who is conducting first-of-its-kind research into the use and impact of gambling advertising on social media, said: “The overwhelming strong appeal of gambling advertising on social media to children is of huge concern, as it is known the earlier people start gambling the more likely it will become habitual and problematic.

“That’s why there needs to be much stricter and clearer rules in place to clamp down on the issue, which could easily spiral out of control given how long children and young people spend on social media these days. Many of the adverts may look entirely innocent and harmless, but they in fact pose a serious risk of getting a whole new generation of gamblers hooked on a serious addiction which has devastating consequences.”

The report, in light of its findings and previous studies, is calling for:

Esports gambling advertising, which automatically appeals to children and young people, to be banned.
Gambling content marketing, which masquerades as something appealing, to be rigorously regulated and informed by what is proven to attract young people.
Regulators to broaden the age range of a “young person” from 16-17 to 16-24-year-olds.
Social media platforms to only allow gambling ads on social media when users actively opt-in to receive them.

The report comes as the Gambling Act is currently being reviewed by the government, and the Committee of Advertising Practice (CAP) has launched a consultation to better protect children from gambling advertising which appeals to them.

This study surveyed online 210 children aged 11 to 17 years, 222 young people aged 18 to 24, and 221 adults aged 25 to 78 years in the UK from May to July last year.

Esports gambling adverts were also found to be much more appealing to children and young people than adults, who were shown to be four-times more likely to feel extremely negative emotions about the ads than children.

Co-lead investigator Agnes Nairn, Professor of Marketing at the University of Bristol’s School of Management, said: “We know from previous research that children are actively following and engaging with gambling content on social media and regulators are struggling to keep up with this trend. This new research shines a spotlight on two specific types of gambling adverts: content marketing and esports that are strongly and significantly more appealing to children and young people than to older adults.

“Importantly, the current regulations do not address these types of advertising at all. The esports market is forecast to exceed a billion dollars this year. It has an audience of 500 million people, most of them children and young people. The regulations need to be reformed as a matter of urgency.”

The Young Gamers and Gamblers Education Trust (YGAM), a leading UK gambling-harm prevention charity, provides a range of education programmes, working with thousands of schools and youth practitioners to help engage with and safeguard future generations against gambling harms.

Kev Clelland, Strategic Alliance Director at YGAM, said: “A key part of our programmes focus on gambling advertising, as well as the growth of esports, and this latest research will further inform our evidence-led resources. The findings support the evidence we submitted to the Gambling Act Review where we called for more to be done to minimise the exposure that children have to gambling advertising. All gambling advertising should be designed and displayed in a way that is appropriate for adults and avoids marketing techniques that appeal to children. There is opportunity to strengthen advertising protections and both the advertisers and the platforms which host adverts should use technology and data to do more.”

BetMGM

BetMGM and FashionTV Gaming Group Bring Luxury Lifestyle to North American iGaming

Published

7 hours ago

January 6, 2026

Wladimir P.

betmgm-and-fashiontv-gaming-group-bring-luxury-lifestyle-to-north-american-igaming

BetMGM, a leading iGaming and sports betting operator, has officially partnered with FashionTV Gaming Group to launch a curated portfolio of luxury-branded games. This strategic collaboration marks the entry of FashionTV’s iconic aesthetic into the North American iGaming market, exclusively through BetMGM’s platforms.

The partnership merges FashionTV’s global prestige in the worlds of fashion and high-society entertainment with BetMGM’s award-winning digital casino infrastructure.

Immersive Luxury Table Games

The initial rollout features two high-gloss table games designed to provide players with an “immersive, lifestyle-driven” experience that mirrors the sophistication of the FashionTV brand.

FashionTV Blackjack: A premium take on the casino classic, featuring refined visual assets and high-end production values.
FashionTV Roulette: A sleek, stylized version of the iconic wheel, bringing a “fashion-forward” energy to every spin.

The titles are currently live in Michigan, New Jersey, and Pennsylvania, with a wider rollout planned for all jurisdictions where BetMGM Casino is active.

Strategic Vision and 2026 Roadmap

For BetMGM, the partnership is part of a broader “branded content” strategy that includes previous successes with major TV and movie franchises.

“At BetMGM, we have redefined what it means to deliver entertainment in iGaming,” said Oliver Bartlett, VP of Gaming at BetMGM. “By partnering with FashionTV Gaming Group, we’re creating experiences that go beyond gameplay and connect players to the brands they love.”

Moshe Cohen, Founder & President of FashionTV Gaming Group, added: “BetMGM’s leadership and scale make them the perfect partner to transform our vision into a North American success story.”

Looking ahead, BetMGM has confirmed that additional FashionTV-branded titles—including slots and potentially live dealer variants—will be released throughout 2026 as part of an expanding content pipeline.

The post BetMGM and FashionTV Gaming Group Bring Luxury Lifestyle to North American iGaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil Betting Law

2026 iGaming Regulatory Roadmap: Key Compliance Deadlines

Published

10 hours ago

January 6, 2026

Wladimir P.

2026-igaming-regulatory-roadmap:-key-compliance-deadlines

As the industry gathers for ICE Barcelona 2026, the regulatory landscape has shifted into a high-execution phase. The following roadmap outlines the critical compliance dates for three of the most influential markets currently undergoing major transitions: the United Kingdom, Brazil, and the Philippines.

Date	Jurisdiction	Regulatory Milestone	Action Required for Operators/Suppliers
Jan 19, 2026	United Kingdom	LCCP Social Responsibility Code 5.1.1 Update	Ban on Mixed-Product Incentives: Offers like “Bet £10, get 20 free spins” are now prohibited. Wagering Caps: Bonus wagering is capped at a maximum of 10x.
Jan 19-21, 2026	Global / EMEA	ICE Barcelona 2026	Flagship event for showcasing 2026 compliance technology and real-time auditing solutions.
Mar 19, 2026	United Kingdom	LCCP Condition 15.2.1 Reporting	Key Event Reporting: Threshold for reporting operator status/shareholder changes raised from 3% to 5%. All loans must be reported regardless of written agreements.
Mar 31, 2026	Philippines	PAGCOR B2B Accreditation Deadline	Final Compliance Date: All B2B providers (studios, aggregators, affiliates) must be accredited. Unaccredited foreign content will be blocked from licensed platforms.
Apr 6, 2026	United Kingdom	DMCC Act 2024 Alignment	Fair & Transparent Terms: Consumer Protection regulations replaced by the Digital Markets, Competition and Consumers Act 2024. Terms must align with new definitions of “misleading actions.”
June 30, 2026	United Kingdom	RTS 12 (Financial Limits)	Technical changes to Remote Technical Standards (RTS) regarding how customers set and view financial limits on their accounts.
H2 2026	Brazil	Betting Deposit Tax Vote	Proposed 15% tax on gambling deposits is expected to return to the Senate for a final vote after being pushed back in late 2025.

Regional Deep Dive: Strategic Compliance

1. United Kingdom: The “Safety & Simplicity” Era

The UKGC’s January 19th update is the most immediate challenge for marketing teams. By decoupling sports betting from casino bonuses, the regulator aims to reduce “cross-product friction” that could lead to unintended gambling harm.

Strategy: Pivot toward product-specific loyalty programs (e.g., “Bet £10 on Football, Get a £5 Free Bet”) to maintain compliance while driving retention.

2. Brazil: Sustaining the .bet.br Ecosystem

Following the January 1, 2025 launch of the regulated market, 2026 is about operational maturity. The focus has shifted to the mandatory use of the .bet.br domain and rigorous AML/KYC reporting to the Secretariat of Awards and Betting (SPA).

Strategy: Ensure all advertising features the mandatory license logo and that all protagonists in marketing materials are visibly over 21 years of age.

3. Philippines: The B2B Supply Chain Lockdown

PAGCOR’s new framework is a move to professionalize the region, mirroring the supplier-licensing models seen in Ontario and Malta.

Strategy: Foreign studios that missed the December 2025 “early bird” three-year accreditation window must expedite their applications before March 31st to avoid a total blackout on Filipino-facing sites.

The post 2026 iGaming Regulatory Roadmap: Key Compliance Deadlines appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

AI in Gambling

2026 iGaming Outlook: Regulation, AI Personalization, and the Return of “Originals”

Published

10 hours ago

January 6, 2026

Wladimir P.

2026-igaming-outlook:-regulation,-ai-personalization,-and-the-return-of-“originals”

The iGaming industry has officially entered a new era of discipline. As we move through the first quarter of 2026, the “wild west” growth of previous years has been replaced by a focus on sustainability, hyper-localization, and AI-driven player protection. From the finalization of the PROGA framework in India to the massive turnover records set by World Pool, the market is no longer just growing—it is maturing.

The Rise of “Explainable AI” in Player Retention

In 2026, AI has moved beyond simple game recommendations. Leading operators are now utilizing “Explainable AI” (XAI) to bridge the gap between engagement and compliance. Unlike traditional “black box” algorithms, XAI allows operators to understand why a player is being flagged for risky behavior or why a specific loyalty nudge was triggered.

This transparency is critical for maintaining trust in highly regulated markets like the UK and Ontario, where the UKGC’s 2026 Social Responsibility updates now demand more rigorous evidence of proactive player interaction.

“Originals” and the Rebirth of Video Poker

While high-volatility slots like Joker’s Jewels Hold & Spin continue to dominate headlines, a significant shift is occurring in the “non-slots” vertical.

The PowerPoker Revolution: Strategic partnerships, such as the recent QTech Games and Speedy Tomatoes deal, are revitalizing video poker. By adding features like “Swap-A-Card,” these games are capturing high-value player segments who prioritize skill and strategy.
Branded Originals: Platforms like MINT are proving that “Originals” (Mines, Crash, and Plinko) are no longer secondary products. Fully brandable house games are now a core foundation for crypto-first and Web3 operators, driving session frequency through provably fair mechanics.

Brazil and Ontario: The Battle for Market Supremacy

The geographic focus for 2026 remains firmly on Brazil and Ontario.

Brazil’s Advertising Evolution: With the newly regulated market in full swing, groups like Esportes Gaming Brasil joining IAB Brasil signal a shift toward responsible communication. Advertising is now a tool for helping consumers identify licensed platforms, moving away from aggressive acquisition tactics.
Ontario’s Content War: The region has become North America’s most dynamic hub. Agreements like the Peter & Sons and Casino Time deal highlight the demand for “indie-inspired” content that stands out in a saturated market.

Conclusion: The “Champion Mindset” for 2026

Success this year isn’t about volume; it’s about coherence. As highlighted by GR8 Tech’s “Champions Club” initiative for ICE Barcelona, the operators winning in 2026 are those who treat technology as a performance ecosystem. By aligning real-time data with compliant storytelling, brands are finding that “trust” is the most valuable currency in the modern iGaming world.

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