As the popularity of live-streaming platforms grew, so did the number of those who cover gambling there. What was once a highly regulated and even taboo industry in many parts of the world has now become a prominent aspect of entertainment culture. Today, various streaming platforms allow influencers and stars to gamble at casinos like Star Casino Belgique and promote it to thousands of viewers. This thrilling world where gambling meets entertainment opens up new possibilities even as it raises some concerns.
The Growth of Gambling in Pop Culture
Gambling and casinos have become a staple across entertainment genres. One need only look at the prevalence of poker on major television networks, the casino heist movies and shows that dominate theaters and streaming platforms, or the gambling mini-games that are now standard in video games.
In fact, video games may have done more than any other medium to introduce the concept of gambling to younger audiences. While regulated online gambling is often limited to those over 18 or 21, video games face no such restrictions. Casino games like slots, poker, blackjack, and more are readily accessible in game worlds, allowing underage players to get an early taste for these activities.
According to one study, over 3/4 of the most popular video game franchises feature some form of gambling or casino-based mini-game. The Grand Theft Auto series popularised virtual casinos, and games like Red Dead Redemption 2 and The Witcher 3 have incorporated immersive dice, card, and other gambling systems. The normalization of these mechanics has sparked some debate around the potential impact on real-world gambling behavior.
Gambling in Social Casino Games
In addition to mainstream video games, a whole subgenre of “social casino games” has emerged on mobile and web platforms. These games allow players to experience simulated casino games for free, often involving in-game virtual currencies and currencies that can be purchased for real money. Social slots games like Nettikasinot 360, Zynga Poker, Big Fish Casino, and Slotomania have become massively successful, generating billions in annual revenue.
While social casino games do not involve directly wagering money, they utilize many of the same psychological hooks and mechanics as regulated online gambling. Their popularity further highlights the public’s growing appetite for gambling-esque entertainment. However, social games have also faced criticism for their aggressive monetization tactics and potential to act as a “gateway” to real-money gambling.
Celebrities Embrace Poker and Betting Partnerships
The increasing profile of gambling and casinos in pop culture has created lucrative sponsorship and endorsement opportunities. Everything from televised poker to sports betting has attracted top celebrities and influencers.
Poker gained huge momentum in the early 2000s thanks in part to celebrity personalities like Jennifer Tilly and Ben Affleck. Today, stars like Tobey Maguire still routinely take part in high stakes poker games. More recently, athletes and musicians like Drake, Travis Scott and Steph Curry have signed endorsement deals with betting firms like Stake.com and Betway. These big-money sponsorships indicate that gambling has become a highly desirable space for consumer brands and celebrities alike.
Key statistics on gambling themes in popular entertainment
| Category | % Featuring Gambling | Examples |
| Top video game franchises | 77% | Grand Theft Auto, Call of Duty, Assassin’s Creed |
| 2020 Oscar “Best Picture” nominees | 20% | The Irishman, Ford v Ferrari |
| Top streaming TV shows | 62% | Ozark, Peaky Blinders, Narcos |
| TikTok videos with #gambling hashtag | 1.5 billion views | N/A |
| Top songs on Spotify | 8% | The Gambler (Kenny Rogers), Poker Face (Lady Gaga) |
New Frontiers at the Intersection
While the crossover between gambling and entertainment is not entirely new, the depth of integration today is unprecedented. Not only are casino themes and mechanics now deeply embedded across video games and social media, but sports betting is being embraced across major leagues. The NFL, NBA, MLB and other major sports bodies are now actively partnering with legal betting operators and integrating things like live odds into game broadcasts.
The value of the global gambling market is projected to reach over $740 billion by 2030. As gambling continues to gain mainstream acceptance and shed past stigmas, we can expect more creative integrations across media, technology and live entertainment. Whether this growth is a net positive for society remains passionately debated. But at the very least, the melding of these worlds promises to hold our collective attention in the years ahead.