From Stream to Stake: Gamblification Practices and User Perceptions on Twitch

Gambling has existed as a foundational form of play in human society for a long time. With the development of the digital era, gambling practices have been increasingly incorporated into a wider array of contexts. This evolution is captured by the concept of gamblification—the process of integrating gambling-related content into non-gambling environments. While prior HCI research has examined gambling and gambling-like activities, the specific phenomenon of gamblification remains under-explored. To address this gap, we focus on Twitch.tv, the world's leading live streaming platform, and conducted two studies: a virtual ethnography to analyze gamblification practices on Twitch, and a thematic analysis of Reddit posts to capture Twitch user perceptions towards these practices. We analyze how these practices relate to livestream content, the technical carriers that enable them, the modes of viewer participation, and how Twitch users perceive and experience them. We then discuss the conditions that enable their emergence, along with the inherent complexity of gamblification and the legal and ethical murkiness surrounding these practices. Building on these insights, we offer implications for platform governance and streamer conduct toward more responsible gamblification practices.