The Intersection Between Gaming, Gambling, and Social Media Platforms: The Case of Five Danish Gambling Streamers on Twitch, Kick, and

This presentation investigates the relationship between gaming, gambling, and social media platforms by analyzing the disseminative strategies and content of five prominent Danish gambling streamers on Twitch and YouTube. The study aims to determine the extent to which these streamers operate within or are affiliated with online video game cultures. The research was conducted between April 2023 and August 2026, compiling quantitative data from YouTube API and collecting 94 Twitch streams and 945 YouTube videos from the five most popular Danish gambling streamers, all white Danish men in their 20s or early 30s.

Findings reveal that all five streamers categorize their YouTube videos as 'gaming' while implementing age restrictions (18+) to comply with Danish Gambling Authorities regulations. Historical analysis of their streaming content, using Twitchtracker.com, indicates that these streamers often originated by live-streaming video games before pivoting to primarily streaming online slots. A qualitative content analysis of 233 hours of Twitch and YouTube videos further shows that while gaming is mentioned, it is treated as a general leisure activity, similar to discussing football or movies, rather than being deeply embedded in traditional gaming culture.

The study concludes that while these gambling streamers employ algorithmic strategies associated with games to attract viewers, their actual content treats gaming as a normalized leisure activity within broader mainstream youth cultures. Although video games are not directly related to the gambling content, the platforms' historical association with gaming culture creates a "background radiation of gaming" emanating from the streamers. The project is funded by The Velux Foundation.