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The role of Twitch betting on gambling behaviours amongst esport spectators

Thompson, Jamie



Online gamers can gamble non-monetary virtual points and tokens in exchange for rewards with monetary value. This paper sets out to test the antecedent factors influencing the consumption of non-monetary gambling features on Twitch (an esport streaming service) and the extent to which this influences gambling behaviours. Through a survey of 312 Twitch spectators, this paper finds esport fans' competitiveness, impulsivity, sensation-seeking, fate control, and socialisation all influence consumption of Twitch's betting feature. Further, the results show a positive relationship between non-monetary betting via Twitch and monetary gambling behaviour. Indeed, over 60% of the survey sample perceive that Twitch non-monetary betting had increased their gambling intentions with 53% stating it has increased the amount they gamble. Therefore, there is a blurred line between online gaming and gambling, which has implications for the mental health, well-being, and financial security of esport fans.

Presentation Conference Type Conference Paper (Published)
Conference Name EMAC
Start Date May 24, 2022
End Date May 27, 2022
Acceptance Date Mar 9, 2022
Online Publication Date May 24, 2022
Publication Date May 24, 2022
Deposit Date Jul 8, 2022
Book Title Proceedings of the European Marketing Academy (EMAC) 2022
Keywords Gambling; esports; consumption
Public URL