In the US, several pioneers are successfully capitalizing on online gambling content, leveraging their marketing expertise and technical skills, along with good timing. However, as with most new industries in US history, lawmakers and regulators are still catching up, and future regulations may target issues like taxation and responsible gambling. Currently, the online gambling content sector remains largely unregulated, resembling a less restrained version of the Wild West.
Accessibility of Gambling Content
Finding online gambling content, like live slot play or table games, is effortless. For instance, a quick YouTube search for live slots yields thousands of videos, including live streams from popular creators like Brian Christopher, who boasts a substantial subscriber base. This content isn’t confined to YouTube; it’s widespread across Facebook, Instagram, TikTok, and Twitch. The creator economy, of which this niche is a part, is valued at an impressive $250 billion, as reported by Drew Harwell and Taylor Lorenz of the Washington Post. This sector has even formed its own trade association, highlighting its significance.
According to Harwell and Lorenz, YouTube content creation alone supports more full-time jobs than large corporations like General Motors did in 2022. Yet, success in this field isn’t guaranteed, with a significant disparity in content quality and creator success in the gambling niche.
Massive Hit During Stream
Navigating the Golden Era of Casino Content Creation
In what could be considered the golden era of casino content creation, the landscape is rife with opportunities and challenges. Content creators in the casino niche are thriving, capitalizing on the unregulated digital space to build their audiences and influence. This period is marked by a surge in innovative and engaging gambling-related content, ranging from live-streaming of casino games to informative and entertaining gambling blogs and videos. As creators navigate this largely unregulated domain, they must balance the appeal of their content with the responsibility of promoting safe gambling practices, all while adapting to the evolving digital landscape.
The Landscape Gambling Content
While there are regulations for content that promotes gambling in states with legal gaming frameworks, much of the content in the creator space falls into a gray area. The IRS is currently challenged with defining the parameters of this type of work. Income from content creation is taxable, but there is ambiguity over permissible business expense deductions.
Many content creators add disclaimers to their videos, stating their content is more about sharing life experiences, including gambling, rather than promoting gambling per se. This approach appears to suffice for now, keeping the content under the regulatory radar. Lawmakers may be hesitant to intervene, given the complexities in differentiating promotional content and the daunting task of reviewing millions of posts.
Generally, regulation and monitoring of this content are left to the platform providers. However, this hands-off approach by government agencies could pose challenges in promoting responsible gambling.
Does the Abundance of Gambling Content Pose a Risk to Responsible Gambling Practices?
Many content creators include disclaimers in their gambling-related content, specifying intended audience age and providing resources for those with compulsive gambling issues. Platforms like Twitch mandate labeling for live gambling streams, but these measures may not fully prevent underage access or address triggers for those with gambling problems.
Dr. Michael Auer, founder of Neccton, an OpenBet company, emphasizes the varied triggers for vulnerable individuals, influenced by factors like mental health, financial status, and external stressors. He advocates for promoting responsible gaming and easy access to help for those facing gambling harm.
Regarding regulation, the principle of net neutrality, a priority for the Biden Administration, aims to avoid Internet content censorship. This could limit federal government intervention in such content regulation. However, state regulators might take a more proactive stance in the future, although such actions don’t appear imminent.
Gambling Regulators Focused on Other Priorities
Currently, US gambling regulators are not prioritizing the oversight of online creator content. Engaging in speculation is not within their typical remit as law enforcement bodies.
The Illinois Gaming Board (IGB) has commented on the matter, reflecting the current state of affairs. While carving out a successful career in online casino content creation is challenging, the present moment offers a unique window of opportunity, given the largely unregulated nature of such content. This lack of regulation has its drawbacks but also contributes to the content’s allure.
The current landscape of casino content creation might indeed be its golden era, characterized by a surge in innovative online gambling content and a thriving creator economy. However, this growth is unfolding in a largely unregulated space, raising questions about responsible gambling and future regulatory interventions. While content creators navigate this dynamic realm, balancing entertainment with responsible gambling advocacy, the industry awaits potential regulatory changes. For now, this era presents a unique blend of opportunities and challenges, shaping the future of online gambling content.