Are current platform policies around gambling content sufficient, or are they still playing catch-up with creator- led formats like vlogging?
Like I just mentioned earlier, I think they're still catching up. Tere's room for platforms to do more here, and that's why I brought up those suggestions.
Where should responsibility sit in this ecosystem, with creators, operators, affiliates, or the platforms themselves?
I think it needs to be shared across all of them. Each group has a different kind of leverage. Platforms set the rules of the road and shape what content gets visibility. Operators control commercial relationships that determine what sponsored content looks like. Creators decide what actually makes it into a video. And regulators set the outer boundaries for all of them. Te more productive conversation is probably about how these groups can coordinate, since no single one of them can address this on its own. And researchers have a role to play too, in providing the evidence base that helps each of these groups make more informed decisions.
For licensed operators, is there a missed opportunity in not engaging more directly with this content space in a responsible way?
I think it depends on which group of vloggers we're talking about. Some are operating independently, relying on platform monetisation or their own merchandise for income. For that group, operators don't really have much leverage to shape what gets included in the content. But for vloggers who are being paid by operators to promote a casino property or a specific game, there's room for operators to act.
Tey could require RG messaging to be included in sponsored vlogs as part of the contract, treating it as an extension of the RG compliance rules that already apply to traditional advertising. And if my preliminary finding holds, that RG messaging is associated with higher engagement, operators shouldn't have to worry that including it would hurt a vlog's performance. It might even help.
Could integrating more visible and authentic responsible gambling messaging into influencer content actually improve both compliance and commercial outcomes?
Te data from my study suggests that adding RG messaging at least doesn't hurt engagement. Videos with RG messaging in
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my sample had higher like-to-view and comment-to-view ratios. But this is correlational, and the sample of RG-inclusive videos is small (16 videos), so I don't want to oversell it. What I can say is that the assumption RG messaging is bad for engagement isn't well supported by my findings.
Te dissertation also flags that wording matters. Generic phrases like "gamble responsibly" tend to be perceived by gamblers as superficial in prior research. More actionable language, like one creator's "do not chase" advice in my sample, may land better in practice. Tat's worth testing in future experimental research.
As this content channel continues to grow, what should regulators and the industry be paying closest attention to over the next two-three years?
A few things come to mind, and they all sit in regulatory grey areas.
First, how do we even categorise gambling vlogs under current regulations? If they function as a form of gambling advertising, do the rules built for traditional ads actually work for this format? Right now, vlogs largely fall outside that framework, and I don't think regulators have caught up to what these videos actually are.
Second, many gambling vloggers also livestream their casino sessions on platforms, which adds a real-time interactive layer that pre-recorded vlogs don't have. Imagine a viewer in a jurisdiction where gambling isn't legal sending a private message to a vlogger asking them to place a bet on their behalf. Is that legal? Who's responsible? Tis is the kind of scenario that doesn't fit neatly into existing rules, and as livestreaming grows it's the kind of thing regulators may need to address.
Tird, and related, there's a group of vloggers who sell private slot tours, where a viewer pays a fee to meet the vlogger in person and have them pick slot machines for them to play. In my view, that puts the vlogger in a kind of middleman role between the patron and the casino, which raises questions about whether and how this activity should be regulated.
Tere's also a smaller operational point worth flagging. Phone use on the gaming floor used to be tightly restricted, but many casinos now allow it because of how common content creation has become. Tat shift raises its own security and compliance questions that operators and regulators will probably need to revisit.
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