How influencers and streamers are normalising gambling

A YouGov study estimates that 1 in 10 social media users follow a gambling streamer. Due to the psychology behind influence, streamers can strongly shape our behaviour.

In the gambling world, this influence can have dangerous effects, especially for vulnerable groups. As the hold of influencers continues to grow, how do they shape our gambling behaviour?

The psychology behind influencers

There is strong psychological reasoning behind why influencers can have such a significant impact on our own actions. Their affable tone and candid insights can lead us to form a parasocial relationship, where we view the influencer like a friend.

Alternatively, they may position themselves as a knowledgeable industry expert. As a result, we give greater value to their opinions and recommendations.

If unwanted gambling-related posts are appearing on your feed, you can hit the three dots in the corner and select the option to say you’re not interested.

Reciprocity, the idea of exchange for mutual benefit, is another potent driver of influence.

Influencers often offer discount codes for a product, leading viewers to feel they owe them.

It’s especially influential when combined with scarcity. You may have heard an influencer say ‘run, don’t walk’, for example. This helps influencers create a sense of debt, scarcity and urgency, driving purchases.

Whether viewers are frequent gamblers or complete novices, the psychology of influence can encourage them to engage in gambling.

Glorifying gambling

When viewers see their favourite gaming influencer at a casino, they’re more likely to try it themselves.

It’s not always clear, especially to vulnerable users, that these videos are curated representations.

For example, in a TikTok, an influencer may focus on large wins and wagers, which are more entertaining to their audience.

In real life, losses in gambling are inevitable, and large wagers are not common for the majority of players.

The glorified representation created by influencers skews viewers’ perception of gambling and can lead them to chase losses or overspend, as they expect a win right around the corner. 

It’s especially dangerous for players who are already vulnerable, as it can exaggerate risky behaviour.

Underage gambling 

Popular platforms like YouTube, Twitch, and TikTok are home to a growing number of gambling streamers and influencers. These platforms are also heavily used by young people:

• 22.3% of Twitch users are aged 16–24

• 49.7% are aged 25–34

As gambling-related content becomes more common, so too does exposure for young viewers. Seeing an influencer glamorise gambling can encourage young people to participate themselves.

Although the legal gambling age in the UK is 18, exposure at younger ages is a serious concern. Underage viewers may be pushed toward illegal, unlicensed gambling sites.

Hidden ads

Paid promotions for gambling must be clearly marked and age-restricted, but that doesn’t always happen.

❌ The UK’s Advertising Standards Authority (ASA) has recently taken action against:

• Ellie Goulding

• Alexa Chung

• Zoë Sugg

• Emily Canham

These influencers were found promoting gambling without disclosing sponsorships.

What you can do

It can be difficult for players to recognise paid partnerships as ads.

Youth Outreach worker at YMCA, Kristie Matte, has said:

“A lot of kids think their favourite influencer loves the product they’re promoting and may not necessarily understand it’s a form of advertising.”

Watching gambling streamers creates unrealistic expectations, leaving vulnerable players with unhealthy habits like overspending and chasing losses.

The success of streamers can also lead young people to view gambling as a way to gain income, rather than a game.

The future of gambling streamers: Risk or responsibility?

There are understandable concerns about the relationship between gambling streamers or influencers and their audience.

In the last few years, the UK government introduced legislation banning gambling ads using public figures, including footballers and influencers from shows like Love Island, which disproportionately appeal to young people.

However, many feel the ban should be extended to all influencers.

This leads us to address the question: Should all influencers be banned from promoting any type of gambling content?

A case for change

One TikTok creator, Rob Minnick, offers a glimpse into a more responsible future.

A recovering gambling addict himself, Minnick now uses his platform to:

• Promote responsible gambling

• Warn about the dangers of glamorised gambling

• Call out major celebrities like Drake, who livestreams multi-million-dollar roulette sessions

His message has already reached millions, proving that the same influence that once encouraged harmful behaviour can be redirected for good.

The road ahead

Right now, gambling influencers often promote profit over reality, contributing to a culture where risky behaviour is normalised.

With tighter regulation and the rise of voices like Minnick’s, there’s hope that influencers will stop being part of the problem and become part of the solution.