The connection between video games and gambling is evolving in intriguing ways. Once separate worlds are increasingly blending, forming an intersections of entertainment, ads, and even addiction risks. Both industries generate billions in revenue annually and keep seeking innovative ways to further monetize their audiences.
As a longtime gaming enthusiast and industry analyst, I’ve watched this intersection grow firsthand. Modern games and pokies online now incorporate various features and revenue sources that mirror real-world gambling. At the same time, online casino and sports betting websites integrate video game elements to make their platforms more engaging and player-friendly.
This crossover is complex, sparking concern among some public health experts. However, game developers argue new monetization models are optional for players. Either way, this blend between interactive entertainment and gambling represents the next frontier for both industries – for better or worse.
The Gamification of Online Gambling
One aspect of this intersections involves gambling sites adding video game features and graphics. This “gamification” makes the online betting experience more akin to playing popular first-person shooter, role-playing or simulation video game titles.
For example, some sports betting sites allow customers to place wagers while watching a graphically rendered simulation of the real-world game or event. Various casino sites enable players to fully customize their character’s appearance while interacting with games in virtual reality. Other gambling sites employ video game-style user profiles, virtual currencies, 3D animations and graphics for a more immersive user experience.
Research indicates this video game-inspired spin makes online gambling sites more entertaining and rewarding for customers. Features like competitive leaderboards, achievement milestones and tiered rewards programs with loyalty points mirror popular gameplay tropes as well. These gamification elements stimulate continued play, which translates to improved engagement metrics and monetization for operators.
In one 2021 survey of 2000 UK adults by Brunel University, 70% of gamblers said they would play gambling games more often if they included video game-like features and graphics. Additionally, 45% of respondents admitted they can play gambling games for longer periods when they have video game elements. This data showcases why many real-money gambling providers are integrating gameplay components not just for customer retention, but also for business growth.
In-Game Sports Betting & Casinos
Virtual sports betting and aviator casinos are also manifesting directly inside video games in recent years. For example, since NBA 2K21, players can use virtual currency to bet on AI-controlled basketball games in a virtual casino within gameplay. Grand Theft Auto Online incorporated gambling mechanics back in 2013, while Madden NFL series features various wagering options as well.
The proliferation of in-game sportsbooks and casinos allows video game publishers to monetize users beyond direct game sales and downloadable content purchases. These new revenue sources also enable free-to-play titles that generate income strictly via microtransactions and gambling features.
Importantly, most major game publishers like EA Sports mandate that customers can only use virtual currencies for in-game betting that can’t be cashed out for real money. However, the prolonged success of black markets selling FIFA coins and other in-game monies for actual currency is concerning. This demonstrates an appetite among some gamers to translate virtual winnings into real profits via unsanctioned third parties.
Still, most gaming companies prohibit outright gambling embedded inside titles, especially since video games remain subject to oversight bodies like the Entertainment Software Rating Board (ESRB). Allowing real gambling could garner harsher age rating restrictions that substantially hurt sales revenue. But assuming game publishers can navigate those constraints, executives will likely further explore integrating wagering elements with additional monetization upside.
Growth Prospects for Connected Industries
At over $170 billion in size, the modern video game market still pales in comparison to the online gambling industry, valued at approximately $465 billion globally. But some research forecasts estimate video games could eclipse $270 billion by 2030 as technological innovations expand the sector’s total addressable audience.
Furthermore, legal sports betting and online gambling markets in North America are projected to reach up to $39 billion and $102 billion over the same period, respectively.
| Industry | 2022 Value | 2030 Potential Value |
| Online Gambling Globally | $465 billion | $102 billion (North America only) |
| Legal Sports Betting in North America | $43 billion | Up to $39 billion in North America only |
| Video Game Market Globally | $173 billion | Up to $270 billion globally |
These outlooks spotlight a compelling overlapping opportunity. As both gaming entertainment and remote gambling activities continue expanding over the 2020s, their convergence can drive even more pronounced growth.
Legal Considerations Around Increasing Intersections
Greater intersections between video games and gambling raise some concerns, given the vast number of adolescents and even children exposed to popular gaming franchises. Introducing or promoting real or simulated gambling activity to younger demographics could increase problems later in life.
In 2022, a group of bipartisan US lawmakers introduced legislation banning manipulative design features and pay-to-win schemes in video games marketed toward kids. The bill also proposed creating an expert committee to enhance industry oversight, especially around games with embedded purchasing or gambling components.
For software developers and gambling providers, increasing legal scrutiny is an emerging challenge. Stricter regulations regarding monetization models and age verification checks may complicate efforts to maximize revenue opportunities associated with blending these sectors. Policymakers across Europe and Asia are also evaluating safeguards to protect children consumers from potential gambling harms linked to video games.
Navigating this changing regulatory environment while still expanding innovative products will test stakeholders in both gaming entertainment and online gambling. But prudent strategies focused on safety and transparency can allow the fusion between these industries to continue responsibly.
Ongoing Evolution
The commercial and technological forces driving video games and gambling to intersect show no signs of abating. Powerful growth trajectories in both markets will likely incentivize more collaboration between these sectors, as interactive entertainment and wagering mutually benefit one another moving forward.
Of course, risks around problem gambling and young consumer protections merit ongoing discussion as well. Game developers, gambling providers and regulators all play roles in ensuring further intersections occur responsibly. But if key issues are addressed, the promise of blending these worlds even more could pay dividends for years to come.
