How gambling ads target kids’ phone games

In today’s digital age, children are increasingly exposed to gambling advertisements through mobile phone games. This exposure is facilitated by sophisticated marketing strategies and game designs that blur the lines between gaming and gambling, posing significant risks to young audiences.

The Integration of Gambling Elements in Mobile Games

Many mobile games incorporate gambling-like features to enhance player engagement and revenue. A prominent example is the use of “loot boxes,” which are virtual items that players can purchase with real money to receive randomized rewards. Research indicates that a significant portion of top-grossing mobile games include loot boxes, potentially normalizing gambling behaviors among children.

Another example is the game “Coin Master,” which has faced criticism for its slot machine mechanics and child-friendly design. Authorities in Germany have scrutinized the game for its potential to promote gambling behaviors among minors.

The Role of Advertising in Targeting Young Audiences

Gambling companies often employ advertising strategies that appeal to younger demographics. These ads frequently feature popular entertainers and sports figures, making them more enticing to children and adolescents. The use of vibrant visuals, engaging narratives, and appealing characters further enhances their allure.

A study highlighted that a majority of gambling advertisements on platforms like Twitter were more likely to appeal to children and young people than to older adults, with younger audiences reacting more favorably to such content.

The Impact of Social Media and Influencers

Social media platforms have become a significant avenue for gambling advertisements. The spending on social media gambling ads has seen a substantial increase, tripling from $51 billion in 2017 to $183 billion in 2021, and is projected to reach $385 billion by 2027.

Influencers play a crucial role in this ecosystem. By promoting gambling-related content, they inadvertently expose their young followers to gambling activities. This exposure can normalize gambling and increase the likelihood of children engaging in such behaviors.

The Blurring Line Between Gaming and Gambling

The convergence of gaming and gambling is a growing concern. Games that mimic gambling, such as social casinos, allow players to spend real money to buy virtual gambling chips. While these games do not offer real monetary rewards, they simulate the gambling experience, potentially fostering addictive behaviors.

Children often struggle to distinguish between actual gambling and games that feature gambling elements. This confusion can lead to the normalization of gambling behaviors from a young age, increasing the risk of developing gambling problems later in life.

Regulatory Responses and Challenges

Regulatory bodies have recognized the risks associated with the integration of gambling elements in games and the targeting of children through advertisements. For instance, the UK’s Advertising Standards Authority (ASA) has investigated gambling firms for breaching rules on targeting ads at children.

However, the global nature of digital platforms poses challenges for regulation. The ease of access through mobile phones and sophisticated marketing strategies complicate protective regulatory efforts, especially when content crosses international borders.

The Role of Parents and Guardians

Given the pervasive nature of gambling elements in mobile games and advertisements, parents and guardians play a crucial role in protecting children. Open discussions about the risks associated with gambling, setting boundaries for game usage, and monitoring the content their children are exposed to can mitigate potential harms.

Additionally, utilizing resources like parental controls and educational materials can help parents guide their children in making informed decisions about their gaming activities.

Conclusion

The targeting of children through gambling advertisements in mobile phone games is a multifaceted issue that requires a comprehensive approach. Collaboration between regulatory bodies, the gaming industry, parents, and educators is essential to safeguard young audiences from the potential harms associated with gambling exposure.

By fostering awareness and implementing protective measures, society can ensure that the digital spaces children engage with are safe and conducive to healthy development.