What is UGC in Gambling?

Regina Kirpitshova
May 1, 2024
1 min read

Updated: May 2, 2024

User-Generated Content in Gambling:

A Closer Look

Introduction

User-generated content (UGC) has become increasingly prevalent in the gambling industry. From social media posts to interactive forums, players actively contribute to the gambling ecosystem. In this blog post, we delve into the impact of UGC, its legal implications, and strategies for harnessing its potential.

The Power of UGC

Widespread Reach: Gambling advertising and sponsorships frequently reach consumers, with 6 in 10 individuals encountering gambling-related content weekly.
Age Disparities: While sponsorships and traditional ads span all age groups, online advertising predominantly targets younger adults.
Influence on Spending: Over a third of gamblers claim that advertising prompts them to spend money on gambling activities.
Social Media Engagement: Approximately one in six adults follow gambling companies on social media platforms.

Legal Considerations

Section 46 GA: UK games businesses must be cautious about UGC posted on their platforms that advertises or links to third-party gambling sites1.
Offence and Liability: Users posting gambling ads may commit an offence, but website operators’ liability depends on specific circumstances and content interpretation.

Leveraging UGC

Content Creation Campaigns: Empower your audience to become content creators. Encourage them to share memorable casino moments, strategies, or unique gaming experiences using a branded hashtag. Showcase the best submissions on your social media channels, fostering a sense of community among followers2.
Compliance and Moderation: Implement robust moderation systems to ensure UGC aligns with legal and ethical standards.
Transparency: Clearly communicate guidelines for UGC, emphasizing responsible gambling practices.