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New Research Reveals Gambling Ads on Social Media More Appealing to Children than Adults
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.”
Soft2Bet’s Quickcasino has been awarded “The Nordics and Baltics – Rising Star” at the prestigious EGR Europe Awards, reinforcing its status as one of the region’s most innovative and fast-growing online gaming brands.
This recognition is a testament to Soft2Bet’s commitment to market-leading technology, data-driven gamification, and player-first experiences. By combining cutting-edge mechanics with a highly localised approach, Quickcasino has established itself as a force in Sweden’s competitive iGaming landscape.
A Market Leader in Innovation and Gamification
Quickcasino.se has redefined the Nordic and Baltic iGaming experience, blending seamless UX, high-speed transactions, and a unique gamification ecosystem to keep players engaged. Powered by Soft2Bet’s proprietary MEGA (Motivational Engineering Gamification Application) solution, the platform delivers dynamic challenges, real-time progression, and personalised incentives, creating an experience that is both immersive and rewarding.
Beyond gamification, Quickcasino’s commitment to top-tier security, lightning-fast payments, and market-driven customisation has resonated strongly with Swedish players. Its ability to merge high-performance technology with a player-centric approach, via MEGA, has driven remarkable growth, reinforcing its status as a market leader.
Uri Poliavich, Founder and CEO of Soft2Bet, commented: “Receiving European recognition from one of the leading industry awards is a proud moment for Quickcasino and Soft2Bet. This achievement not only recognises Quickcasino’s rapid success but also highlights how our B2C experience acts as a proof of concept for B2B partners. As we investigate new ways to enhance our offerings, the results we achieve with our brands showcase the power of our technology and help operators elevate player engagement, retention, and performance in highly competitive markets. This award reinforces our ability to drive success for our brands and partners.”
A Future Focused on Growth and Innovation
Quickcasino’s latest accolade adds to Soft2Bet’s growing list of industry recognitions. Looking ahead to 2025, the company is preparing for major market expansions, new strategic partnerships, and continuous advancements in gamification technology. With innovation at its core, Soft2Bet remains committed to pushing boundaries and delivering industry-leading solutions that shape the future of iGaming.
The post Soft2Bet’s Quickcasino Wins at EGR Europe Awards 2025 appeared first on European Gaming Industry News.
Baltics
The Lithuanian Gaming Control Authority (LPT) has completed its inspection: Olympic Casino has been fined almost 8.4 million euros
The company Olympic Casino Group Baltija (OCGB) did not take sufficient steps to identify the origin of Šarūnas Stepukonis’ losing funds, and the monitoring of his financial transactions was only formal and ineffective. Such violations were identified by the Gaming Supervisory Authority, which conducted an inspection of OCGB’s activities in Lithuania. The company was fined almost 8.4 million euros.
The Gaming Supervisory Authority (LPT) investigated the actions taken by OCGB in response to Š. Stepukonis’ transactions on the company’s gaming website from December 2016 to the end of June 2021. The law obliges gaming operators to ensure that customer funds are not obtained from criminal activities or through participation in such activities. It is also mandatory to verify the origin of the funds. LPT found that the measures applied by OCGB were poor and insufficient, and the monitoring of Š. Stepukonis’ transactions was formal.
Gambling organizers must report suspicious transactions to the FNTT. Š. Stepukonis’ transactions had obvious signs that should have raised suspicions for the gambling organizer. However, the FNTT was not informed about this.
During the inspection, evidence was also collected that Š. Stepukonis’ gambling was irresponsible. The gambling company should have noticed this, especially since the client was assigned a personal manager who saw all of his transactions.
“Instead of finding out whether Š. Stepukonis had a gambling problem or informing the supervisory authority, Olympic Casino encouraged him to gamble even more. An individual incentive package was prepared for him. A total of 1.3 million euros was allocated for this. This “bonus” could only be spent on gambling. Other incentives were also allocated,” – comments on the results of the inspection by LPT Director Virginijus Daukšys.
Since mid-2021, gambling companies in Lithuania have no longer been allowed to offer incentives to their customers that they would later lose. Just before this tightening came into effect, Š. Stepukonis’ virtual gambling was moved from Lithuania to Estonia, where it was still allowed to encourage gamblers.
In this way, it was possible not only to maintain incentives for gambling, but also to avoid supervision by the LPT. If an ordinary gambler from Lithuania tried to go and register on the Estonian Olympic Casino website, he would be redirected to the Lithuanian website. However, in the case of Š. Stepukonis, the redirection was not carried out. These circumstances are part of the pre-trial investigation.
During the inspection, a total of five violations of the provisions of the Law on the Prevention of Money Laundering and Financing of Terrorism and the Law on Gambling were identified.
The law allows for a fine of up to twice the amount of damage caused. The damage was determined to be 6.4 million euros – the amount Š. Stepukonis lost at the Olympic Casino in Lithuania. When calculating the fine, an aggravating circumstance was taken into account – the company did not cooperate during the inspection.
According to V. Daukšys, after this story came to light, steps were taken to prevent similar cases from recurring. The most important change is the law, proposed by the LPT, which obliges gambling companies to take action upon noticing irresponsible gambling and to provide information about it to the LPT.
“Until now, there was no such obligation. Therefore, the LPT did not have information that would allow it to take preventive actions in advance,” says V. Daukšys.
The new Gambling Law will come into force in November this year. Its aim is to reduce the accessibility, attractiveness and potential harm to personal health of gambling.
LPT also reviewed its procedures, adjusted internal procedures, allowing for more frequent scheduled inspections of the activities of gambling companies. In addition, the Ministry of Finance conducted an audit of LPT’s activities. No significant operational deficiencies were identified during the audit. LPT took into account the audit recommendations and allocated more human resources to money laundering prevention functions.
Source: Gambling Supervisory Authority under the Ministry of Finance of the Republic of Lithuania
The post The Lithuanian Gaming Control Authority (LPT) has completed its inspection: Olympic Casino has been fined almost 8.4 million euros appeared first on European Gaming Industry News.
gaming
XSOLLA LAUNCHES THE XSOLLA GOLD GIFT CARD TO ENHANCE GAME BRAND VISIBILITY THROUGH PHYSICAL AND DIGITAL CHANNELS, OFFERING GAMERS A NEW WAY TO PAY
Xsolla, a leading global video game commerce company, announces the launch of the Xsolla Gold Gift Card, a flexible payment solution designed to enhance how gamers purchase, gift, and redeem virtual goods. Available in physical and digital formats, the Xsolla Gold Gift Card provides players with an accessible and convenient way to engage with their favorite games across multiple platforms.
As the global gift card market is projected to reach $5.3 trillion by 2033, developers face increasing opportunities to expand their monetization strategies and engage players more effectively. The Xsolla Gold Gift Card offers a seamless way for players to acquire in-game items, gift content to friends, and redeem rewards, enriching their gaming experience. This solution unlocks new revenue streams for developers, enhances brand visibility, and enables targeted marketing initiatives, including co-branded promotions and customized campaigns.
Discover the standout benefits making this gift card a game-changer for players and developers:
- Flexible Distribution Options: Includes physical and digital cards, ensuring broad accessibility for players worldwide
- Enhanced Community Engagement: Encourages players to share gaming experiences through gifting, fostering deeper connections within gaming communities
- Monetization and Marketing Opportunities: Leverages gift cards for cross-promotions, partnerships with retail brands, and exclusive in-game offers, driving increased engagement and revenue for developers
- Cross-Platform Usability: Fully compatible across multiple platforms and game titles, catering to a diverse player base with various spending preferences
“We’re excited to offer a gift card to help simplify how players purchase and share virtual goods while helping developers increase player retention and engagement through strategic integrations,” said Chris Hewish, Chief Strategy Officer of Xsolla. “The Xsolla Gold Gift Card allows us to continue innovating, enhancing how players interact with their favorite games and how developers can reach a broader audience.”
The Xsolla Gold Gift Card will be available in various denominations, adapting to different player needs. Developers can integrate these cards into their ecosystems to enhance player engagement and drive monetization through tailored campaigns and promotions.
The post XSOLLA LAUNCHES THE XSOLLA GOLD GIFT CARD TO ENHANCE GAME BRAND VISIBILITY THROUGH PHYSICAL AND DIGITAL CHANNELS, OFFERING GAMERS A NEW WAY TO PAY appeared first on Gaming and Gambling Industry in the Americas.
Soft2Bet’s Quickcasino Wins at EGR Europe Awards 2025
The Lithuanian Gaming Control Authority (LPT) has completed its inspection: Olympic Casino has been fined almost 8.4 million euros
XSOLLA LAUNCHES THE XSOLLA GOLD GIFT CARD TO ENHANCE GAME BRAND VISIBILITY THROUGH PHYSICAL AND DIGITAL CHANNELS, OFFERING GAMERS A NEW WAY TO PAY
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