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.
