The gamblification of digital leisure: The introduction of gambling among new publics

In recent years, the internet and digitalization have propelled a phenomenon of ‘gamblification’ across various sectors. This event extends beyond traditional areas like sports betting, introducing gambling elements into new domains such as video games and streaming platforms. The rise of loot boxes in online games exemplifies this trend, merging gambling mechanics with gaming. Not only does this process spread activities that may lead to problematic behaviors, but also normalizes gambling in contexts not typically associated with it, exposing individuals to a broader range of potential harms. Our study explores the ‘gamblification’ and normalization of gambling in digital leisure by examining the correlation between online and land-based gambling, electronic device-based leisure activities, and online sports betting with other kinds of online gambling. Utilizing data from a 2022 survey of the Spanish population (n = 1429), we identify a segmentation and introduction of gambling to new audiences who do not engage in traditional gambling ways. These findings, which address the evolving landscape of gambling in the digital age, have significant implications for the development of public prevention and intervention policies.