The internet has brought online casinos into existence and helps them attract many players. Since the introduction of online casinos, it’s never been easier to access a wide range of games and payment methods. The internet has also been important in promoting responsible gambling messages and tools to players.
However, there are growing concerns over its use to promote gambling. Whether it’s streamers or influencers, the internet can have dangerous consequences in terms of responsible gambling. So, how has the internet shaped the online casinos we know today? Let’s find out.
The convenience of the internet
In the distant past, during the dark days before online casinos, land-based casinos were the only place players could enjoy their favourite games. They required sharp dressing, high budgets and leaving the house. Now, thanks to the internet, players can enjoy their favourite games from wherever they are, whenever they like.
While numbers for online casinos have seen tremendous growth in recent years, land-based operators have notably declined. Between April 2023 and 2024, UK online casinos generated a gross gambling yield of £6.9bn. In the same period, their land-based alternatives turned over £4.6bn, including sports betting providers¹.
The different fates of on and offline gambling are largely down to convenience. Players are able to access online casinos with only an internet connection. Whereas players need to travel to land-based casinos, requiring a lot more organisation and planning. This became even more important during the COVID-19 pandemic when land-based operators had to close their doors. As a result, many players turned to the internet to continue gambling.
More games than ever
That’s not online casinos’ only appeal. They also offer a wider library of games, including all the traditional favourites, such as poker, roulette, blackjack and baccarat. One of the most popular games at online casinos is slot games. From March 2020 to March 2024, UK slot revenue increased 11% year on year, and spins numbered a staggering 22 billion per quarter².
The popularity of slots can be partially attributed to the range of choice, including progressive jackpots where the prize grows alongside the number of spins. There are also interactive slots where players complete a minigame, such as a puzzle, which influences the slot’s outcome. They’re also a lower risk option, requiring as little as 10p per spin in some cases.
The internet supports some of the most innovative and popular online casino games. Live dealer games are one example of this. They allow players to interact with a live dealer while enjoying a more immersive experience. Live poker and blackjack are particularly popular options.
Virtual reality games are another online-exclusive option. These games better replicate the bustling environment of land-based casinos. Players wear VR headsets to immerse themselves within a virtual casino, which includes all the vibrant graphics and flashing lights you’d expect to see. It’s even possible for players to customise their virtual avatar, which interacts with other characters and elements like spinning wheels.
Supporting new payment methods
The internet has also been essential in developing how we pay at online casinos. An incredible 87% of UK adults use some form of online or remote banking³. These platforms are only made possible by the internet. As a result, players at online casinos can enjoy the convenience of bank transfers.
E-wallets are another popular payment method at online casinos. Players will often see the likes of PayPal, Neteller and Skrill on offer. Globally, there are 4.3 billion digital or e-wallet users, representing 53% of the whole population⁴. They’re popular at online casinos for their convenience, lower fees and speed.
The final type of payment we’ll talk about is cryptocurrencies. This virtual, decentralised form of currency has made big waves at online casinos. Many now accept popular forms of cryptocurrency, such as Bitcoin, Ethereum and Litecoin. There are even casinos which specialise in payments by cryptocurrency.
As a form of virtual currency, crypto is highly dependent on the internet. It uses blockchain technology, which is a virtual ledger where all the transactions made using a cryptocurrency are stored. It allows for better transparency, letting all users see the transactions which have been made.
Crypto is popular at online casinos because of its rapid transfer time. Transactions can appear in the player’s casino account within a matter of minutes. Usually, crypto also faces lower fees and improved exchange rates.
Providing responsible gambling resources
The internet has also been essential in promoting the message of responsible gambling. Whether it’s reminding players through advertisements or providing responsible gambling tools, the internet has played an important role.
Unlike at land-based casinos, players can easily track their playing history online. They can simply review the transaction history on their account to see their activity. At many providers, there are checklists or self-assessments, which allow players to reflect on their relationship with gambling. The improved accessibility of responsible gambling resources has made it easier for players to identify if they have a problem
There are additional online tools to help players control their spending as well. These include deposit and spend limits, which prevent overspending by setting maximums. There are also reality checks, where players can set reminders that tell them how long they’ve been gambling. For players who have identified that they have a problem with gambling, self-exclusion is an option. This prevents the person from playing at a provider for a set amount of time.
The negative impact of the internet on online gambling
Unfortunately, the relationship between gambling and the internet isn’t all positive. Many readers will have seen some form of gambling advertisement online. These can have dangerous effects, including normalising gambling and exposing those below the legal gambling age to it.
For players who have a problem, seeing frequent gambling ads can make things worse. Studies have shown that ‘greater advertising exposure increases participation, which leads to a greater risk of harm’⁵. It’s also hard for players to prevent gambling ads from appearing.
General ad blockers like AdBlock can help. However, they don’t work with all sites, such as YouTube, where users have no choice but to watch ads. This means many players end up individually changing their preferences on social media and Google.
Social media, influencers and gambling
Another problem created by the internet involves the impact of influencers and streamers. YouGov estimates that 1 in 10 social media users follows a gambling content creator⁶. These creators can have a strong influence on our own behaviour due to psychological tendencies, such as:
- Parasocial relationships: The friendly tone of influencers and their honest insights make us view them like a friend, often forming a parasocial relationship.
- Reciprocity: We may feel as if influencers are doing us a favour when they offer things like discount codes.
- Expertise: Some influencers position themselves as experts in their field, making us trust their word more.
- Scarcity and deadlines: Many influencers use scarcity and deadlines to drive engagement and sales. For instance, they might say that a bonus is only available today.
Influencers and gambling can be a dangerous mix. Not only do they promote gambling, but their content can also lead to false perceptions. Streamers glamorise and glorify gambling, curating their representations and exaggerating winnings. This can lead players to ‘chase losses or overspend, as they expect a win right around the corner’⁷.
Does the internet encourage underage gambling?
Another concern is the exposure of young people on platforms like Twitch, TikTok and YouTube to gambling. A total of 22.3% of users on Twitch are between the ages of 16 to 24. Gambling streamers and influencers are prominent on these platforms. There’s a concerning chance that these young users will encounter gambling content, pushing them towards illegal, unlicensed sites where there’s no age verification.
It’s also harder for younger users to determine which posts are gambling ads. Although platforms like Instagram have rules in place where posters are meant to declare ads, there have been plenty of cases where this hasn’t happened. In recent years, the UK’s Advertising Standards Authority has warned and even sued celebrities, such as Zoe Sugg, Alexa Chung and Ellie Goulding, for undeclared ads.
Is gambling on the internet a good thing?
The internet and gambling are two halves of a tale. The internet has provided online gamblers with the ability to play from wherever they are, whenever they like, attracting more players than ever. The internet has also improved choice when it comes to games and payment methods, as well as supporting responsible gambling messages.
There are also valid concerns when it comes to the involvement of the internet in gambling. Underage and vulnerable players are at greater risk of harm due to exposure to ads on social media and streaming platforms. Influencers can also glamorise gambling.
While the internet has been fundamental in the development of online casinos, we must be vigilant in reviewing how it’s used to ensure we minimise underage and problem gambling.
⁶ The Power of Gaming Influencers, Written by YouGov, Published by YouGov
