Every night, millions of people across the world tune in to watch influencers spin slot machines, chase jackpots and ride emotional rollercoasters of wins and losses. Online viewers erupt with cheers, emojis and pleas for “one more spin”.
But behind the flashy graphics and charismatic streamers, lies a complex web of psychological triggers, parasocial relationships where fans feel like friends with creators who don’t know they exist, and normalised risk-taking.
New research by my colleagues and I into gambling livestreams reveals how these broadcasts are reshaping the landscape of online betting, and blurring the lines between entertainment and gambling advertising in ways that traditional media never could.
