In addition to impacting their viewing habits and loyalty to teams or players, Gen Z’s digital-first approach to sports fandom is transforming their relationship with gambling. How do they engage with betting apps, and how can brands in this space both appeal to and safeguard young adults?

The consequences of teen gambling addiction are being brought to life in a Korean short film. Once thought of as an adult crisis, easy access to online gambling platforms has led to addicts skewing younger, prompting conversations about whose responsibility it is to keep young people safe.

Once shunned by major American sports leagues, betting operators like FanDuel, DraftKings, and BetMGM are now seen as priceless assets that can assist in boosting fan engagement and revenue. But does the increased acceptance of casual gambling risk sparking an industry-led addiction crisis?

The NBA has incorporated in-app live betting into its streaming app, NBA League Pass, featuring live updates on gambling lines alongside games. Although sports betting has become rapidly normalized, people are looking for brands to establish guardrails to protect younger viewers.