How Generation Z’s Gambling Behaviour Is Evolving: Habits, Risks and the Role of Social Media

Generation Z, born between the mid-1990s and early 2010s, represents a unique cohort shaped by digitalisation, social awareness and shifting values. Unlike previous generations, their relationship with gambling is multifaceted and heavily influenced by technological integration and the omnipresence of social media. As gambling habits evolve, it becomes crucial to explore the underlying behaviours, emerging risks and the nuanced role of online influence.

Changing Gambling Preferences Among Gen Z

Members of Generation Z prefer interactive, skill-based gambling experiences over traditional forms like slots or sports betting. This shift is partly due to their upbringing alongside video games, making them more receptive to gamified elements such as loot boxes, fantasy sports, and live in-play betting. These formats offer them a sense of control and immersion that traditional gambling formats often lack.

Additionally, Gen Z is far more mobile-oriented. They favour apps with sleek interfaces, instant access and integrated payment solutions. Convenience is key, and long gone are the days when desktop-only sites could capture their attention. Operators who neglect mobile UX are rapidly falling out of favour.

Cryptocurrency has also found favour among this generation. Many Gen Z users are drawn to the anonymity, decentralisation, and futuristic image of crypto gambling. However, this also brings about increased risks due to the lack of regulation and the volatile nature of digital currencies.

The Role of Gamification

Gamification techniques, such as reward systems, daily missions and levelling up, are no longer just gaming features—they’re now integral to Gen Z’s gambling journey. These mechanics align with their digital upbringing and enhance engagement, but also raise concerns about excessive play and risk-taking behaviour.

Platforms that use these techniques responsibly can build loyalty and trust. However, aggressive implementation without clear boundaries can push users towards problematic patterns. Balancing engagement with ethical responsibility is now more important than ever.

Moreover, the line between gaming and gambling continues to blur. In many cases, Gen Z doesn’t even perceive loot boxes or skins betting as gambling, despite their parallels. This misperception necessitates more transparent regulation and education to bridge the awareness gap.

Social Media Influence on Gambling Habits

Social media platforms play a pivotal role in shaping Gen Z’s views on gambling. Influencers, streamers and viral trends normalise gambling by showcasing it as an entertaining or even aspirational activity. From TikTok videos of big wins to YouTube streams of live betting, the exposure is consistent and often glamorised.

This constant exposure subtly desensitises users to the risks involved. Social media algorithms amplify content that garners engagement, often promoting extreme highs (big wins) without equal emphasis on the inevitable losses. This imbalance contributes to skewed perceptions and unrealistic expectations.

Moreover, affiliate marketing practices through influencers create a conflict of interest. Promoters often receive a cut of the losses generated through their referral codes, which can incentivise irresponsible promotion. With limited transparency, many followers remain unaware of these arrangements.

The Power of Influencer Culture

Influencers are seen by Gen Z as relatable and trustworthy figures, often more so than celebrities. When these individuals endorse gambling, it holds weight. Their curated content, combined with emotional storytelling, makes their messages highly persuasive.

This influence becomes more potent when paired with aspirational lifestyle content—luxury purchases, exotic trips or lavish events—often portrayed as outcomes of gambling success. These narratives, while engaging, rarely disclose the broader context or the actual risks.

To address this, regulatory bodies across several European countries have started introducing tighter restrictions on gambling advertising involving influencers. There’s a growing consensus that these promotions should be as accountable as traditional ads, especially when targeting younger demographics.

Risks and Mental Health Concerns

Gen Z’s constant connectivity and exposure to gambling-related content come with psychological risks. Instant gratification mechanisms, such as rapid wins or losses, foster compulsive behaviour. Studies from early 2025 show a marked rise in problem gambling symptoms among young adults, often exacerbated by financial stress and peer influence.

The lack of financial literacy in this demographic compounds the issue. Many underestimate the long-term impact of gambling losses, particularly when using digital currencies or credit. This detachment from real money can desensitise users to financial consequences.

Furthermore, gambling-related harms are often interlinked with anxiety, depression and other mental health issues. As many individuals turn to gambling for escape or excitement, a vicious cycle emerges—one where losses deepen emotional distress, prompting further risky behaviour.

Need for Targeted Interventions

To mitigate these risks, prevention strategies tailored specifically for Gen Z are essential. Educational campaigns that resonate with their values, such as transparency, autonomy and peer-led discussions, are more likely to be effective than traditional approaches.

Digital tools such as spend limiters, activity monitors and self-exclusion functions should be made not only available but also actively promoted. Seamless integration of these tools into user journeys can normalise responsible gambling rather than making it feel like an afterthought.

Finally, collaboration between social media platforms, gambling operators and regulators is necessary to create safer digital environments. By aligning incentives and enforcing clear boundaries, stakeholders can reduce harm while still engaging this influential generation.