• Gambling Social Network Analysis

Social networks and relationships (e.g., gambling activities among family members and peers) have been put forward as relevant factors to consider when monitoring the epidemiological pathways in. The research aimed to map the social networks of low- and moderate-risk gamblers, in terms of their gambling and other potentially risky behaviours, such as alcohol consumption. It sought to understand whether the social networks of low-risk and moderate-risk gamblers differ to those of non-gamblers, non-problem gamblers and problem gamblers. Abstract Online social games are becoming a significant component in today's social media sites. The social networking sites environment has provided a platform for online games to develop and expand in the virtual medium. Users are now able to play games online, compare scores, and challenge each other among many other things. It's also true, Lenhart points out, that too much social networking and game playing can cut into schoolwork and sleep. This is precisely why parents still need to set firm boundaries around it. Jam City is an award-winning entertainment company providing unique and deeply engaging mobile games that are played by tens of millions of people across the globe.

I saw a stat (pulled from a decade ago) that said more than 1.6 billion people gamble each year.

Knowing that, would you be surprised to hear that even more people play social casino games? One statistic said that more than 11 million users visit the top social casino games on Facebook daily.

That comes out to more than 4 billion users per year. About 2.5x the number of people who gamble for real money.

Now, that is only the user-base and not money spent or earned. Social games are nowhere near traditional gambling in that sense, where traditional gambling generates $100+ billion each year.

But social gambling is still brand new, and it’s still growing. It’s currently a $3.4 billion niche market with experts estimating it’ll reach $4.4 billion by 2017. It makes up 4% of the overall $91 billion social gaming market – which is comparable to traditional gambling.

The point is this: social casino gaming is a big deal.

So big, in fact, that many traditional poker and casino companies are buying their way into this space. We have a few examples later on, but the most current example is the World Poker Tour. On August 31st, 2016, they announced the launch of their social casino platform, PlayWPT, which includes both poker and slot games.

Anyway, chances are you’re already familiar with social games. Maybe you already have a favorite social slots or blackjack game you play. If not, then we’ll bet you’ve at least seen these games on your Facebook.

If not, that’s okay too. Either way, you’re about to learn (more) about social casino gaming. The following sections will cover:

• What social gaming is.
• How social gambling is different from traditional gambling.
• Social gambling companies and games.
• Risks and downsides (including addiction).
• Thoughts on why social gambling is legal while many forms of (online) gambling is not.
• What the future has in store for social gamers.

Summary

The research aimed to map the social networks of low- and moderate-risk gamblers, in terms of their gambling and other potentially risky behaviours, such as alcohol consumption. It sought to understand whether the social networks of low-risk and moderate-risk gamblers differ to those of non-gamblers, non-problem gamblers and problem gamblers.

A total of 784 respondents (18+ from Victoria) were recruited through an online market research panel, with approximately equal numbers of non-gamblers, non-problem gamblers, low risk gamblers, moderate risk gamblers and problem gamblers.

The research showed that low- and moderate-risk gamblers are surrounded by gamblers (as well as smokers and drinkers), more so than non-gamblers and non-problem gamblers, but less so than problem gamblers.

Approximately 50% of the most influential people in their lives are gamblers. Low- and moderate-risk gamblers are also surrounded by, and gamble with, more people who experience gambling-related harm compared to non-gamblers and non-problem gamblers, but less so than problem gamblers.

The researchers conclude that this indicates a role of either normalisation of behaviour through social influence, or social selection, whereby people associate with others who share their interests, or a combination of normalisation and social selection.

Citation

Gambling Social Network Analysis

Russell, A, Langham, E, Hing, N, Rawat, V, 2018, Social influences on gamblers by risk group: An egocentric social network analysis, Victorian Responsible Gambling Foundation, Melbourne.