There is a new crisis brewing for the generation raised on smartphones that is hardly being addressed, but could be the most serious of them all. From crypto casinos to betting apps and online gaming, more teens and young adults than ever are falling into gambling addiction and from there, debt and despair, says Chloe Combi.
The Changing Face of Gambling
Gambling has been a feature of almost every recorded human civilisation. In the Roman Empire, people bet on gladiator fights and chariot races. Henry VIII was a notorious gambler, squandering vast sums. Many of us recall putting a pound on the Grand National or a parent placing a bet. Until recently, gambling had a distinctly adult character—betting shops, bingo halls, and casinos for over-18s. But with smartphones and social media, the industry has transformed. Gambling is now easier, opening it up to a much younger market.
In the past, gambling required friction: knowledge of the subject, leaving home to place a bet, and often a social setting. Generation A and Gen Z now have the entire industry at their fingertips. Little stands between them and the elusive "big prize." While the licensed industry points to age verification and affordability checks, betting offers are everywhere. Gambling creeps into young lives through add-ons in games, streaming services, and platforms, often leading to unregulated, unlicensed gambling worlds.
The Role of Sport and Influencers
A new book by Dr Darragh McGee, senior lecturer at the University of Bath, examines how sport was captured by the gambling industry. Imitation Games: How Gambling Hijacked Sport explores the global expansion of online sports gambling, especially among young people. Young people often interact with sports through betting first, enjoyment second. Influencers, celebrities, and athletes encourage them to "get involved" and "be part of the gang." Language like "brave," "winner," and "warrior" is intentional in ads targeting young men.
According to the Gambling Commission, young people are more likely to see gambling ads online, especially on social media (49%) and apps (47%). Boys are more exposed on YouTube (53% vs 31% girls) and at sports events. A 2025 survey found 31% of young people who saw gambling content on social media reported influencers advertising it.
The Neuroscience of Addiction
The frontal cortex, which assesses risk, does not fully develop until age 25. This makes young people particularly vulnerable. The industry uses influencers and parasocial relationships to make their products highly addictive. Charlie, 19, started gambling at 15 via apps, easily bypassing age checks. He says: "At break, we'd compare odds. Some friends got obsessed with probability stats and splitting bets. Some opened crypto wallets, making it feel like toy money. By Year 12, 90% of my male friends were gambling. It seemed like a party until I started losing." Charlie ended up owing thousands.
Tom, 19, inherited £3,000 from his grandfather. Introduced to gambling at 11 via shooter games and Grand Theft Auto's in-game casino, he opened a betting book with friends. He used his inheritance to gamble more seriously, then joined Telegram, accessing unregulated casinos. In less than three weeks, he lost the £3,000 and is now borrowing money to "chase" his losses. He says: "I know I can get it back with one win. Mum would be devastated if she found out."
The Scale of the Problem
Matt Zarb-Cousin, co-founder of Gamban, campaigned to reduce maximum stakes on fixed-odds betting terminals. He says gambling has become "hyper-normalised" with subcultures glamorising reckless behaviour. "Affiliates, streamers, and influencer-led companies feed 'degen culture,' reframing destructive gambling as aspirational. Young audiences are desensitised to harm." At one point, 48 of the top 50 Counter-Strike teams were sponsored by gambling companies.
The Gambling Commission's 2025 report shows 30% of 11- to 17-year-olds spent their own money on gambling, up from 27% in 2024, driven by unregulated gambling. Among 18- to 24-year-olds, 10% are problem gamblers. One in five Gen Z adults is teetotal, but parents now worry more about gambling addiction. Students gamble their loans; one undergraduate watched a friend lose £350 in a five-minute break.
Young adults now gamble continuously via phones on gaming-style apps and sports betting platforms. Nights out, dating, and socialising are replaced by online activities—chat, AI friends, pornography, and gambling. Sometimes with deadly consequences. Ziggy, 21, lost his best friend Saul to suicide last year. Saul was £23,000 in debt from gambling, selling pictures on OnlyFans, and isolating himself. Ziggy says: "I thought he was on hard drugs. Gambling is as addictive and damaging."
Regulatory Gaps and Industry Lobbying
The industry speaks of player safety, and the government cites protections like blocking under-18s. But unregulated parts and easy bypasses make these obsolete. The Advertising Standards Authority will monitor app store listings and enforce rules on under-25s in ads and influencer marketing from May 26. Critics say this is too little, too late. The 2005 Gambling Act liberalised laws and expanded advertising, with critics warning of increased addiction. Twenty years on, those warnings have come true.
Matt Zarb-Cousin says: "Gambling is marketed as a way out for young people through crypto, betting, or leveraged trading. It traps them in a cycle of loss chasing and debt. It's sucking the life out of people unless the government acts with heavy regulations." The gambling industry is a powerful lobby, and prohibiting ads would require a change in law. This week's debate on social media for under-16s should include gambling. It must be the next big conversation.
If you are experiencing distress, contact Samaritans on 116 123 (UK and ROI) or jo@samaritans.org. In the USA, call or text 988. For other countries, visit www.befrienders.org.
