2024
Macey, Joseph; Adam, Martin; Hamari, Juho; Benlian, Alexander
Examining the Commonalities and Differences Between Gamblification and Gamification: A Theoretical Perspective Journal Article
In: International Journal of Human–Computer Interaction, pp. 1–14, 2024.
Abstract | Links | Tags: Behavioral change, Extrinsic motivation, Gamblification, Gamblified systems, Gamification, Intrinsic motivation, Reward uncertainty
@article{Macey2024b,
title = {Examining the Commonalities and Differences Between Gamblification and Gamification: A Theoretical Perspective},
author = {Joseph Macey and Martin Adam and Juho Hamari and Alexander Benlian},
url = {https://www.tandfonline.com/doi/full/10.1080/10447318.2024.2346690#abstract
https://www.tandfonline.com/doi/epdf/10.1080/10447318.2024.2346690?needAccess=true},
doi = {10.1080/10447318.2024.2346690},
year = {2024},
date = {2024-05-05},
urldate = {2024-05-05},
journal = {International Journal of Human–Computer Interaction},
pages = {1–14},
abstract = {Gamification has arguably emerged as the most dominant of persuasive technologies, giving rise to a multidisciplinary field and diverse associated industries. As the field has grown, so too has the need for further resolution, nuance, and conceptual acuity; it is important to be able to distinguish different facets once the use of umbrella terminology becomes insufficient. One notable area of interest is gamblification, the study of which is not yet as well-developed; while gamblification is often conceptualized as an extension of gamification, recent research has found it to be an effective means of engaging users in alternative ways. This article examines points of similarity and difference between gamblification and gamification, with the intention to highlight the scope of gamblification as a means to promote specific user behavior and, furthermore, to provide a clear theoretical basis for the ongoing investigation into this phenomenon. The most significant point of difference is that while successful gamification primarily utilizes intrinsic motivations to effect meaningful change, gamblification does so predominantly through leveraging extrinsic motivations. Consequently, gamification and gamblification are used to achieve different aims and are suited to different contexts. Finally, a future research agenda for developing the study of gamblification is presented.},
keywords = {Behavioral change, Extrinsic motivation, Gamblification, Gamblified systems, Gamification, Intrinsic motivation, Reward uncertainty},
pubstate = {published},
tppubtype = {article}
}
Gamification has arguably emerged as the most dominant of persuasive technologies, giving rise to a multidisciplinary field and diverse associated industries. As the field has grown, so too has the need for further resolution, nuance, and conceptual acuity; it is important to be able to distinguish different facets once the use of umbrella terminology becomes insufficient. One notable area of interest is gamblification, the study of which is not yet as well-developed; while gamblification is often conceptualized as an extension of gamification, recent research has found it to be an effective means of engaging users in alternative ways. This article examines points of similarity and difference between gamblification and gamification, with the intention to highlight the scope of gamblification as a means to promote specific user behavior and, furthermore, to provide a clear theoretical basis for the ongoing investigation into this phenomenon. The most significant point of difference is that while successful gamification primarily utilizes intrinsic motivations to effect meaningful change, gamblification does so predominantly through leveraging extrinsic motivations. Consequently, gamification and gamblification are used to achieve different aims and are suited to different contexts. Finally, a future research agenda for developing the study of gamblification is presented.
Macey, Joseph; Hamari, Juho; Adam, Martin
A Conceptual Framework for Understanding and Identifying Gamblified Experiences Journal Article
In: Computer in Human Behavior, vol. 152, 2024, ISSN: 0747-5632.
Abstract | Links | Tags: Convergence, Digital media, Gamblification, Gambling, Monetisation, Video games
@article{Macey2024,
title = {A Conceptual Framework for Understanding and Identifying Gamblified Experiences},
author = {Joseph Macey and Juho Hamari and Martin Adam},
url = {https://doi.org/10.1016/j.chb.2023.108087
https://www.sciencedirect.com/science/article/pii/S0747563223004387},
doi = {10.1016/j.chb.2023.108087},
issn = {0747-5632},
year = {2024},
date = {2024-03-31},
urldate = {2024-03-31},
journal = {Computer in Human Behavior},
volume = {152},
abstract = {Gamblification, i.e. the use of gambling as a tool to influence consumer decision-making, has most recently been associated with the monetisation of digital games. Yet, despite such implementations receiving the majority of attention, gamblification is not restricted to this context. Indeed, it is becoming increasingly visible across a range of media products and services, with the potential to be used to achieve pro-social as well as commercial aims. Given the varied implementations of gamblification, it is important to develop tools and methods which allow gamblified experiences and interactions to be investigated and analysed; thereby providing a basis for in-depth investigation by relevant stakeholders. This work presents a conceptual framework for identifying and evaluating the components which constitute gamblified experiences. It then applies the framework to an online health and wellbeing service in order to illustrate the application of the framework and the knowledge it generates. In addition to providing a practical tool for identifying and assessing gamblified products and services across a range of contexts, this work also offers theoretical insights into our understanding and interpretation of gamblified experiences. It draws from a wide range of disciplines and sources to deepen understanding of a topic which is growing in both social and economic significance. In addition, the importance of ethical implications in understanding the impact upon both individuals and wider society is underscored. While also highlighting that the potential success, or otherwise, of gamblified experiences in realising intended outcomes is impacted by the motivational drivers they gratify.},
keywords = {Convergence, Digital media, Gamblification, Gambling, Monetisation, Video games},
pubstate = {published},
tppubtype = {article}
}
Gamblification, i.e. the use of gambling as a tool to influence consumer decision-making, has most recently been associated with the monetisation of digital games. Yet, despite such implementations receiving the majority of attention, gamblification is not restricted to this context. Indeed, it is becoming increasingly visible across a range of media products and services, with the potential to be used to achieve pro-social as well as commercial aims. Given the varied implementations of gamblification, it is important to develop tools and methods which allow gamblified experiences and interactions to be investigated and analysed; thereby providing a basis for in-depth investigation by relevant stakeholders. This work presents a conceptual framework for identifying and evaluating the components which constitute gamblified experiences. It then applies the framework to an online health and wellbeing service in order to illustrate the application of the framework and the knowledge it generates. In addition to providing a practical tool for identifying and assessing gamblified products and services across a range of contexts, this work also offers theoretical insights into our understanding and interpretation of gamblified experiences. It draws from a wide range of disciplines and sources to deepen understanding of a topic which is growing in both social and economic significance. In addition, the importance of ethical implications in understanding the impact upon both individuals and wider society is underscored. While also highlighting that the potential success, or otherwise, of gamblified experiences in realising intended outcomes is impacted by the motivational drivers they gratify.
2023
Mattinen, Topias; Macey, Joseph; Hamari, Juho
A Ruse by Any Other Name: Comparing Loot Boxes and Collectible Card Games Using Magic Arena Journal Article
In: Proceedings of the ACM on Human-Computer Interaction, vol. 7, iss. CHI PLAY, pp. 721-747, 2023.
Abstract | Links | Tags: Applied computing, Booster Packs, Collectible Card Games, Computer games, Computers in other domains, Convergence, Gamblification, Gaming and Gambling, Interactive games, Loot boxes, Sovware and its engineering, Virtual worlds sovware
@article{Mattinen2023b,
title = {A Ruse by Any Other Name: Comparing Loot Boxes and Collectible Card Games Using Magic Arena},
author = {Topias Mattinen and Joseph Macey and Juho Hamari},
url = {https://doi.org/10.1145/3611047
https://dl.acm.org/doi/10.1145/3611047
https://dl.acm.org/doi/pdf/10.1145/3611047},
doi = {10.1145/3611047},
year = {2023},
date = {2023-10-04},
urldate = {2023-10-04},
journal = {Proceedings of the ACM on Human-Computer Interaction},
volume = {7},
issue = {CHI PLAY},
pages = {721-747},
abstract = {The convergence of gaming and gambling, known as "gamblification", has been a topic of increasing interest in recent years. Loot boxes, i.e., rewards offering randomized content in exchange for money or time, have been a particular focal point. Research has shown links between excessive loot box consumption and problematic consumption behaviors, leading to several attempts to regulate loot boxes. Arguments against regulation have been that loot boxes are conceptually and structurally akin to other unregulated game formats, such as collectible card games. However, this discourse is often without deeper analysis of the mechanics of different products at the center of convergence. Therefore, to add to this knowledge, this article examines the similarities and differences between booster packs in Magic Arena, their physical counterparts in Magic: The Gathering, and loot boxes included in digital games. Particular attention is paid to the ways in which these booster packs compare to loot boxes in terms of consumption patterns, visual appearance, contextual factors, and regulation. Analysis reveals that digital booster packs in Magic Arena differ from both loot boxes and physical card packs, both due to their direct impact on gameplay, and their unique features afforded by the digital environment in which they exist.},
keywords = {Applied computing, Booster Packs, Collectible Card Games, Computer games, Computers in other domains, Convergence, Gamblification, Gaming and Gambling, Interactive games, Loot boxes, Sovware and its engineering, Virtual worlds sovware},
pubstate = {published},
tppubtype = {article}
}
The convergence of gaming and gambling, known as "gamblification", has been a topic of increasing interest in recent years. Loot boxes, i.e., rewards offering randomized content in exchange for money or time, have been a particular focal point. Research has shown links between excessive loot box consumption and problematic consumption behaviors, leading to several attempts to regulate loot boxes. Arguments against regulation have been that loot boxes are conceptually and structurally akin to other unregulated game formats, such as collectible card games. However, this discourse is often without deeper analysis of the mechanics of different products at the center of convergence. Therefore, to add to this knowledge, this article examines the similarities and differences between booster packs in Magic Arena, their physical counterparts in Magic: The Gathering, and loot boxes included in digital games. Particular attention is paid to the ways in which these booster packs compare to loot boxes in terms of consumption patterns, visual appearance, contextual factors, and regulation. Analysis reveals that digital booster packs in Magic Arena differ from both loot boxes and physical card packs, both due to their direct impact on gameplay, and their unique features afforded by the digital environment in which they exist.
2022
Macey, Joseph; Hamari, Juho
Gamblification: A Definition Journal Article
In: New Media & Society, vol. Pre-print, 2022, ISSN: 1461-4448.
Abstract | Links | Tags: Consumption, Convergence, Decision-making, Digital games, Digital media, Gamblification, Gambling, Gamification, Loot boxes, Video games
@article{Macey2022b,
title = {Gamblification: A Definition},
author = {Joseph Macey and Juho Hamari},
url = {https://journals.sagepub.com/doi/10.1177/14614448221083903},
doi = {https://doi.org/10.1177/14614448221083903},
issn = {1461-4448},
year = {2022},
date = {2022-03-17},
journal = {New Media & Society},
volume = {Pre-print},
abstract = {In recent years, gambling has become increasingly prominent in everyday life; the term ‘gamblification’ first emerged in the late 2000s and was used to describe the colonisation of sports and sporting cultures by the gambling industry. Since that time, gamblification has been used to describe a range of phenomena in increasingly diffuse contexts; it has been variously used as a proxy for the convergence of gaming and gambling, to describe specific monetisation practices, or as a means of motivating consumer behaviours. Conceptual clarity has been further muddied by the positioning of gamblification as a form of gamification. This work provides a definition of gamblification, which draws upon and consolidates existing uses of the term while also providing a lens through which the differing aspects of gamblification can be understood and appraised. By doing so, this work will establish a clear conceptual framework, which can structure in-depth discussions of this multi-dimensional phenomenon.},
keywords = {Consumption, Convergence, Decision-making, Digital games, Digital media, Gamblification, Gambling, Gamification, Loot boxes, Video games},
pubstate = {published},
tppubtype = {article}
}
In recent years, gambling has become increasingly prominent in everyday life; the term ‘gamblification’ first emerged in the late 2000s and was used to describe the colonisation of sports and sporting cultures by the gambling industry. Since that time, gamblification has been used to describe a range of phenomena in increasingly diffuse contexts; it has been variously used as a proxy for the convergence of gaming and gambling, to describe specific monetisation practices, or as a means of motivating consumer behaviours. Conceptual clarity has been further muddied by the positioning of gamblification as a form of gamification. This work provides a definition of gamblification, which draws upon and consolidates existing uses of the term while also providing a lens through which the differing aspects of gamblification can be understood and appraised. By doing so, this work will establish a clear conceptual framework, which can structure in-depth discussions of this multi-dimensional phenomenon.
2021
Macey, Joseph
A Whole New Ball Game: The Growing Prevalence of Video Game-Related Gambling PhD Thesis
2021, ISBN: 978-952-03-2190-1.
Abstract | Links | Tags: Addiction, Betting, Cognitive bias, Consumption, Convergence, Digital media, Electronic sports, Free-to-play, Gamblification, Gambling, Gamification, Gaming, Loot boxes, MSSC, Problem gambling, Skins gambling, Video games, Virtual goods
@phdthesis{Macey2021b,
title = {A Whole New Ball Game: The Growing Prevalence of Video Game-Related Gambling},
author = {Joseph Macey},
url = {https://urn.fi/URN:ISBN:978-952-03-2191-8},
isbn = {978-952-03-2190-1},
year = {2021},
date = {2021-12-01},
publisher = {Tampere University},
abstract = {Recent decades have seen the parallel trends of the growing liberalisation of gambling practices and the increasing significance of games as both entertainment media and cultural reference points. It is, therefore, unsurprising that there has been a rapid convergence between video game play and gambling; it is a process in which traditional distinctions are becoming increasingly blurred, creating not only new activities and driving the development of new social relationships and consumption practices.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.},
keywords = {Addiction, Betting, Cognitive bias, Consumption, Convergence, Digital media, Electronic sports, Free-to-play, Gamblification, Gambling, Gamification, Gaming, Loot boxes, MSSC, Problem gambling, Skins gambling, Video games, Virtual goods},
pubstate = {published},
tppubtype = {phdthesis}
}
Recent decades have seen the parallel trends of the growing liberalisation of gambling practices and the increasing significance of games as both entertainment media and cultural reference points. It is, therefore, unsurprising that there has been a rapid convergence between video game play and gambling; it is a process in which traditional distinctions are becoming increasingly blurred, creating not only new activities and driving the development of new social relationships and consumption practices.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.
Macey, Joseph; Hamari, Juho; Sjöblom, Max; Törhönen, Maria
Relationships Between the Consumption of Gamblified Media and Associated Gambling Activities in a Sample of Esports Fans Proceedings Article
In: Bujić, Mila; Koivisto, Jonna; Hamari, Juho (Ed.): Proceedings of the 5th International GamiFIN Conference Levi, Finland, April 7-9, 2021, pp. 120-129, CEUR-WS, 2021, ISSN: 1613-0073.
Abstract | Links | Tags: Betting, Electronic sports, Gamblification, Gambling, Loot boxes, Skins, Video games
@inproceedings{Macey2021,
title = {Relationships Between the Consumption of Gamblified Media and Associated Gambling Activities in a Sample of Esports Fans},
author = {Joseph Macey and Juho Hamari and Max Sjöblom and Maria Törhönen},
editor = {Mila Bujić and Jonna Koivisto and Juho Hamari},
url = {https://urn.fi/URN:NBN:fi:tuni-202108176585},
issn = {1613-0073},
year = {2021},
date = {2021-04-07},
booktitle = {Proceedings of the 5th International GamiFIN Conference Levi, Finland, April 7-9, 2021},
pages = {120-129},
publisher = {CEUR-WS},
abstract = {Recent years have seen increasing academic attention to the ways in which the convergence of video gaming and gambling creates novel activities, relationships, and business practices. The scale and pace of this convergence has been such that observers have referenced not only the gamification of gambling but, additionally, the gamblification of gaming. The phenomenon of esports, or competitive video game play, is the environment which is most obviously characterised by this process, combining as it does both novel forms of gamblified content and established gambling activities from the world of traditional sports. Given the concerns about the normalisation of gambling in young people there is a pressing need to investigate the ways in which the consumption of esports, as a gamblified media product, is associated with participation in gambling activities. The findings of this study highlight the importance of spectating esports as a predictor of involvement in gambling associated with esports, while also providing empirical evidence of under-age participation in gambling. Finally, it offers a snapshot of gamblified media consumption during a period of rapid change, serving both as a historical record and as a basis for comparison with subsequent developments in the field.
},
keywords = {Betting, Electronic sports, Gamblification, Gambling, Loot boxes, Skins, Video games},
pubstate = {published},
tppubtype = {inproceedings}
}
Recent years have seen increasing academic attention to the ways in which the convergence of video gaming and gambling creates novel activities, relationships, and business practices. The scale and pace of this convergence has been such that observers have referenced not only the gamification of gambling but, additionally, the gamblification of gaming. The phenomenon of esports, or competitive video game play, is the environment which is most obviously characterised by this process, combining as it does both novel forms of gamblified content and established gambling activities from the world of traditional sports. Given the concerns about the normalisation of gambling in young people there is a pressing need to investigate the ways in which the consumption of esports, as a gamblified media product, is associated with participation in gambling activities. The findings of this study highlight the importance of spectating esports as a predictor of involvement in gambling associated with esports, while also providing empirical evidence of under-age participation in gambling. Finally, it offers a snapshot of gamblified media consumption during a period of rapid change, serving both as a historical record and as a basis for comparison with subsequent developments in the field.