Convergence of gambling and gaming in digital media Gainsbury, King, Abarbanel, Delfabbro & Hing Convergence of gambling and gaming in digital media Dr. Sally M. Gainsbury, Dr. Daniel L. King, Dr. Brett Abarbanel, Professor Paul Delfabbro, and Professor Nerilee Hing Centre for Gambling Education & Research, Southern Cross University June, 2015 Victorian Responsible Gambling Foundation Page 1 Convergence of gambling and gaming in digital media Gainsbury, King, Abarbanel, Delfabbro & Hing Acknowledgements The authors would like to acknowledge the valuable contribution of Ms. Brittany Keen who assisted with the content analysis of advertisements. Victorian Responsible Gambling Foundation Page 2 Convergence of gambling and gaming in digital media Gainsbury, King, Abarbanel, Delfabbro & Hing Table of contents Acknowledgements ............................................................................................................. 2 Table of contents ................................................................................................................. 3 List of figures ....................................................................................................................... 6 List of tables ......................................................................................................................... 9 Executive summary ........................................................................................................... 10 Overview ...................................................................................................................................................... 10 Literature review ......................................................................................................................................... 10 Are gaming and gambling converging, in what ways and to what extent? ................................................... 10 To what extent are young people being exposed to gambling-like content through games? ...................... 11 What influence do gambling-like elements and simulated gambling in games have on young people’s gambling behaviour? ..................................................................................................................................... 11 What are the likely long term consequences for young people exposed to gambling-like experiences through gaming? ........................................................................................................................................... 11 How are gambling-like games marketed and promoted to young people, and what impact does this marketing have? ........................................................................................................................................... 12 Content Analysis of Advertisements Present in Social Media and General Internet Use ................... 12 The technological convergence of gambling and gaming: A typology of common features ............. 13 Recommendations for Policy Responses ................................................................................................ 13 Gambling and Gaming Review ......................................................................................... 15 Literature review ................................................................................................................ 16 Methodology ................................................................................................................................................ 16 Are gaming and gambling converging, in what ways and to what extent? .......................................... 17 The definition of gambling ............................................................................................................................. 18 Online Gambling ........................................................................................................................................... 19 Online gambling on games ........................................................................................................................... 20 Skill games .................................................................................................................................................... 22 Gambling-themed games.............................................................................................................................. 23 Co-ownership and partnerships between social casino games and gambling operators ............................ 26 Overlap in social casino game and gambling markets ................................................................................. 28 Legislative and regulatory issues .................................................................................................................. 29 Summary – Are gaming and gambling converging, in what ways and to what extent? ............................... 32 Victorian Responsible Gambling Foundation Page 3 Convergence of gambling and gaming in digital media Gainsbury, King, Abarbanel, Delfabbro & Hing To what extent are young people being exposed to gambling-like content through games? ........... 33 Young people’s use of technology ................................................................................................................ 33 Young people’s use of gambling-themed games ......................................................................................... 34 Advertising for gambling products within games .......................................................................................... 38 Summary – To what extent are young people being exposed to gambling-like content through games? ... 39 What influence do gambling-like elements and simulated gambling in games have on young people’s gambling behaviour? .................................................................................................................. 39 Australian study on social casino games and gambling ............................................................................... 40 Problematic gaming and disordered gambling ............................................................................................. 42 Summary – What influence do gambling-like elements and simulated gambling in games have on young people’s gambling behaviour? ...................................................................................................................... 43 What are the likely long term consequences for young people exposed to gambling-like experiences through gaming? .................................................................................................................. 44 Normalisation and increased uptake of gambling ......................................................................................... 44 Micro-transactions may encourage migration to gambling ........................................................................... 45 Development of gambling problems ............................................................................................................. 46 Games may encourage gambling skill building ............................................................................................ 46 Games may influence confidence in gambling ............................................................................................. 47 Reduced engagement with gambling ........................................................................................................... 48 Summary – What are the likely long term consequences for young people exposed to gambling-like experiences through gaming? ...................................................................................................................... 48 How are gambling-like games marketed and promoted to young people, and what impact does this marketing have? .................................................................................................................................. 49 Summary – How are gambling-like games marketed and promoted to young people, and what impact does this marketing have? ............................................................................................................................ 53 Content Analysis of Advertisements Present in Social Media and General Internet Use ...................................................................................................................................... 55 Method ......................................................................................................................................................... 55 Recruitment ................................................................................................................................................... 55 Sample .......................................................................................................................................................... 55 Analysis ......................................................................................................................................................... 55 Coding variables – Primary properties .......................................................................................................... 56 Inter-rater reliability ....................................................................................................................................... 57 Results ........................................................................................................................................................