It’s fair to say that when it comes to online gambling, it’s something you do, not something you watch. However, with the advent of things like Twitch.tv, other livestreaming platforms and esports. They’ve sort of normalised the idea that entertainment can be found in watching other people make decisions and the outcomes that come with that. Let’s face it, video games have become a spectator sport, so why can’t online gambling?
Casino games have also evolved massively, becoming more intriguing in their bonus rounds and general play, a far cry from those of yesteryear. Take Raging Buffalo – full slot review for example – there are so many more layers to the traditional slot machine. And that makes it instantly more playable and more watchable. It’s the same with live casino games like blackjack, poker and gameshows. They’re far more entertaining than the more traditional casino games used to be.
However, there is still a little while to go before casino games become a spectator sport. But here’s how it could work…
Livestreamed “gambling as gameplay” with production values
Naturally, the most obvious route is through livestreaming, something the internet has already perfected, and gamblers just need to look to video gamers for inspiration. They can be well produced and packaged up like a match broadcast. Taking bits from video gaming events and live sports could provide the perfect streaming opportunity.
Think commentary, on-screen statistics, slo-mo replays of key moments, and even studio-style segments between rounds. It’d transform it well and truly into a spectator sport, dramatising those key moments.
If the industry wanted to really scale it up and for it to become watched as a spectator sport, then there probably needs to be a little more structure. Sure, pure chance wins can be exciting in smaller bursts, but that isn’t sustainable over time, and what we want to see is skill-based decision-making and stars to really come to the fore. In sport, we need to invest in people, and that becomes difficult when everything is random.
Poker is a good example of how it can work, and how it has already worked on TV. That’s a game that you can analyse, find mistakes in play, bold moves, and people can follow the ebbs and flows of a game. That deepens the enjoyment and keeps spectators coming back for more.
In any spectator sport these days, the audience at home needs stats. Stats rule everything from football to bowls and beyond, and adding things like expected goals, win probability percentages, and more could be really transformative.
Online gambling already is drench in data and some of that can be used to really add colour and understanding to proceedings. Things like bankroll graphs, decision timers, live win percentages, and more could all help with the narrative, while there could be increased interactivity, with polls, chat predictions and other prompts that could make for a more immersive armchair experience.
Social betting as communal entertainment
Watching sport, by its very nature, is social. We watch it with our friends, catch up in the office the night before the action and so on. Online gambling could become more of a spectacle when it comes to that with structured group experiences.
Across the NFL and other major leagues, watch parties have become hugely popular. And co-watching tournaments and reacting together can bring people closer together. Much in the same way watching a boxing or football match does.
Social betting can develop around that, betting on players you think will win. While the communal element could even just appeal to non-bettors, too.
Influencer storytelling, documentaries and “gambling narratives”
Sport fandom isn’t just the match; it’s the stories around it. Online gambling could develop a similar ecosystem of narratives. Behind-the-scenes content. Training routines, rivalry arcs, “road to the final” series, and long-form documentaries about dramatic wins and catastrophic downswings.
Some of this will be personality-driven – charismatic players, controversial characters, redemption arcs. Some will be craft-driven – content that shows preparation, discipline and decision-making. When audiences connect to individuals and storylines, they’ll watch even when they have no direct stake in the result. That’s the sports formula, and it translates remarkably well to any domain with high pressure and uncertain outcomes.