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

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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.”

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Bacta to host Social Responsibility Exchange in November

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Bacta to host Social Responsibility Exchange in November
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Bacta will host its annual Social Responsibility Exchange at the County Hall in London on Thursday 22nd November, the trade body announced today. The event will provide members with an opportunity to share best practice tactics and strategies around Social Responsibility.

The event will be introduced by Elizabeth Speech, chair of bacta’s Social Responsibility Committee. YGAM and GamCare will also be speaking at the event alongside Social Responsibility updates from the Gambling Commission.

Bacta Membership, SR and Compliance Manager Russell Edge said: “Our Social Responsibility Exchange will allow members to hear crucial updates on Social Responsibility from the likes of the Gambling Commission, YGAM and GamCare.

“The day-long event will also provide a structured forum for discussion around the tactics and strategies bacta members are employing across the country.

“Ultimately, we hope members leave the event knowing more about Social Responsibility and having exchanged their knowledge where they can.”

 

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Australia

Massive News for the Esports Industry with Potential Inclusion in the Commonwealth Games

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Esports is one of the fastest growing industries in the world and there’s no limit to how big it could become. It’s already breached a valuation of $1 billion, and it’s expected to grow to $13.05 billion by 2025.

One of the greatest indicators that competitive gaming is going mainstream is the fact that it has been recognised by the Commonwealth Games. Indeed, it is expected to be included when the event takes place in Victoria in 2026.

Test Run Has Already Taken Place

A few years ago, the thought of seeing Esports at the Commonwealth Games would have been laughable. Now, it is a realistic prospect. It was recently reported that a dry run of the Commonwealth Esports Championships was held in Birmingham, England, at the 2022 Commonwealth Games to see if this type of competitive action could be included as an official event in 2026. It went well and garnered positive feedback from the people involved.

The Victoria edition of the Commonwealth Games is set to take place in 2026, with 16 sports already confirmed. However, the organisers are hoping to add more to the schedule with Esports being strongly considered. Competitive gaming has proven to be a popular spectator sport, with more people tuning in to watch it every year. By 2026, there could be close to a billion people watching Esports, meaning that it would be a popular inclusion at a major event.

Esports has been referred to as the “new sporting frontier,” and it wouldn’t be surprising to see it gaining even more credibility in the next decade. Even the world’s biggest traditional sports had to start somewhere. Football and cricket are now well-established and loved the world over, and there’s nothing stopping Esports from following a similar trajectory.

How Will This Affect Related Industries?

With the Commonwealth Games set to take place in Australia next time, the country could be in a prime position to capitalise on the inclusion of Esports. Part of the success of competitive gaming up to this point has been thanks to related industries pushing it, along with big name companies striking sponsorship deals. Australian companies, therefore, will most certainly seek to capitalise in 2026.

The betting industry was built around traditional sports, and it is now a behemoth industry around the world. In Australia, online betting is so popular that there are countless sites vying for bettors’ attention. Indeed, there are so many to sift through that people turn to comparison sites that list the best ones based on their offers and ratings. Bettors simply scroll through and then click a link to be taken directly to a site.

Many of these online sportsbooks are already offering eSports betting, and the number of markets available is only set to rise in the future. When the Commonwealth Games rolls around, betting sites could benefit from special offers. They may also start to have a greater focus on Esports, thus drawing more attention to the competitive gaming industry.

Esports at the Commonwealth Games isn’t just huge news for the industry itself, but it’s a great move for related industries. Australian companies are set to benefit in 2026, with the betting industry being in a particularly strong position to take advantage.

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Nigma Galaxy female CS:GO Champions: New docu-series follows rise to becoming champions

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Nigma Galaxy female CS:GO Champions: New docu-series follows rise to becoming champions
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This Sunday 14th, Nigma Galaxy is set to release the first episode of their new docu-series, Jiggy Biggy Best: A CS:GO Story, which follows their hugely successful female CS:GO team and their journey to becoming champions at two major tournaments this year.

The first instalment of the series will be launching on Nigma Galaxy’s YouTube channel at 1pm CEST on Sunday. You can find more information below, in case the team’s story would be of interest to your editorial plan:

  • Fans will get a behind the scene glimpse into the female Nigma Galaxy CS:GO team preparing for two of the biggest tournaments of their careers – ESL Impact League Season 1 in Dallas to the stand-alone ESL Impact tournament in Valencia
  • The docu-series also offers an exclusive peek into the teams journey to the top – their training regime, team cohesion and a deeper dive into the world of female esports
  • Uncover the dedication and support Nigma Galaxy have placed on the competitive female esports scene, one of the fastest-growing sub-genres in the industry
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