A lost generation of teens is becoming addicted to online gambling – and every parent should be worried about it

A growing crisis among teens and young adults involves online gambling addiction, driven by the accessibility of betting apps, crypto casinos, and in-game wagers. Unlike traditional gambling, which required physical presence and social interaction, digital platforms remove barriers, exposing younger generations to unregulated and often predatory environments. Dr Darragh McGee, a senior lecturer at the University of Liverpool, warns in his new book *Imitation Games: How Gambling Hijacked Sport* that sports betting—promoted by influencers, athletes, and gambling ads—exploits young people’s desire to fit in, using language like 'brave,' 'winner,' and 'warrior' to normalize betting. The Gambling Commission reports that young people are disproportionately exposed to gambling-related advertisements online, often disguised within games or streaming services. While licensed operators implement age verification and affordability checks, unregulated platforms lack such protections, allowing unrestricted access. Gen A and Gen Z, already immersed in digital culture, face constant enticements, with betting seamlessly integrated into their favorite apps and social media feeds. McGee’s decade of research reveals how the gambling industry has adapted to digital trends, targeting younger demographics through sports betting tied to live events and celebrity endorsements. The psychological pressure to 'be part of the action' is intensified by social dynamics, making betting feel like a rite of passage rather than a risky behavior. Experts warn that early exposure without proper safeguards can lead to financial ruin and long-term addiction. The shift from physical betting shops to online gambling has also blurred the lines between entertainment and addiction. Many teens encounter gambling through in-app purchases or loot boxes, which can serve as gateways to larger betting platforms. The lack of oversight in unlicensed spaces means young users may fall into debt or mental health struggles without realizing the consequences. Parents and policymakers are urged to address this issue before it escalates, as current regulations struggle to keep pace with the industry’s rapid evolution. McGee’s work underscores the need for stricter controls, public awareness campaigns, and better education on the risks of digital gambling.