Twitch streamers have gained immense popularity over the past few years, with the gaming community following numerous creators on the platform who play popular video games, esports and even casino games. While some view gambling as just another form of entertainment, many do not agree with streamers supporting the industry by accepting sponsorship deals from gambling companies.
With a few major streamers using their Twitch platforms to promote gambling, it has become a hot topic, with both influencers and the streaming platform facing heavy criticism. As gambling became a popular meta on Twitch, streamers entirely dedicated to playing casino games started appearing on the platform.
While some streamers were earning a profit thanks to viewers who enjoyed watching content creators such as Roshtein and Teuf spin the reels of various slots, other major streamers started cashing in on gambling sponsorships. Twitch streamers like xQc and Adin Ross, who are regarded as some of the platform’s mainstream creators, enjoyed sizeable profits thanks to deals with gambling operators.
However, some of the more popular streamers on Twitch expressed their disapproval of such sponsorships, claiming that their young audiences should not be exposed to gambling. While many acknowledge the risks of promoting gambling to young and easily impressionable people, others are attracted by the profits they can make through gambling sponsorships. These opposing viewpoints make gambling Twitch streamers quite controversial figures.
Why Twitch Streamers Are Tempted to Accept Gambling Sponsorships
One of the biggest advantages of gambling businesses is their ability to adapt quickly to a constantly evolving industry. For this reason, gambling operators readily find different ways to promote their products. One way casino operators promote their websites is through popular streamers on Twitch.
Affiliate marketing is one of the main strategies employed by gambling companies to popularise their platforms. The strategy works by forming a partnership between the service provider and an affiliate, in this case a Twitch streamer. Affiliates promote virtual casinos by offering their audiences promotional codes, sign-up offers, special discounts and other incentives. For each player who signs up, the affiliate receives a commission.
Those who qualify for the affiliate programme of Twitch or become Twitch Partners can earn 50% of the platform’s subscription fee of $4.99 (£3.99 for UK subscribers, based on local sub pricing policy). Thus, even streamers with only around 1,000 monthly subscribers can earn about $2,500 (£2,000) per month. These figures do not even include the commission streamers earn from their affiliate deals with online casinos and poker sites. Despite the tempting benefits that Twitch Partners can enjoy, there are several minimum requirements that streamers must meet to qualify for the platform’s partnership programme:
- An average of 75 concurrent viewers over the last 30 days
- At least 12 separate streams in the last month
- A total of at least 25 streaming hours in the last month
Before a streamer becomes a Twitch Partner, however, he or she must first become an Affiliate. To do so, streamers must stream for 500 minutes or more over at least seven days. Moreover, they must reach three concurrent viewers, which is the requirement with which most streamers struggle.
Controversy Involving Popular Twitch Streamer Gambling During Streams
Recently, Twitch’s most popular streamer, xQc, announced that he would return to making sponsored gambling streams. This announcement angered many of his followers, especially after he had previously admitted that he was struggling with a gambling addiction.
The former professional Overwatch player began promoting gambling products in his streams in early 2021. However, in June, xQc shared that he had gambling issues which had cost him hefty losses. After his confession, the streamer stopped gambling-related streams and ended his partnerships with gambling companies.
On 17 May 2022, however, xQc reverted to his old habits, playing slots in one of his latest Twitch streams. Viewers who joined that stream expressed their disappointment, blaming the streamer for promoting gambling on his channel. A large number of his followers unsubscribed, while others launched a meme spree on xQc’s subreddit.
The top Twitch streamer attempted to defend his decision and lashed out at followers who criticised him for returning to sponsored gambling streams. In an extended chat-box rant, xQc stated that he was free to do whatever he wanted and that, if he enjoyed gambling, he would continue to do so on his streams.
While some supported xQc, stating that it was not his responsibility to provide child-friendly streams, he also faced criticism from several fellow Twitch streamers such as Pokimane, Asmongold, Mizkif and Ludwig.
While some solely blame streamers who accept gambling deals, others hold the streaming platform responsible for distributing gambling content. Streamer Asmongold recently shared his thoughts on gambling streams, stating that he believes Twitch should permanently ban any gambling content on the platform, which would force streamers to stop broadcasting slot sessions.
Measures Taken by Twitch to Restrict the Amount of Gambling Streams
Despite the uproar, Twitch is not planning to ban gambling streams any time soon, as the platform considers such restrictions too harsh. Nevertheless, Twitch has imposed several measures to limit the freedom of gambling streamers. Under its new policy, the streaming of slots, dice games or roulette must follow strict guidelines.
With the ban on sharing casino links and promotional codes on their streams, many Twitch influencers have started using their other social media accounts to promote their sponsors. The links that are banned on Twitch can often be found on the Facebook pages or Discord servers of streamers who promote gambling operators. Although they cannot share links connected to gambling businesses, streamers are still allowed to share links to their social media accounts, and that is exactly what most gambling streamers now do.
While the new restriction applies to gambling websites that offer slots, roulette and dice games, the new policy does not affect poker streamers. Because the card game is widely regarded as a game of skill rather than chance, poker streamers can still earn money from affiliate deals by providing links to poker rooms and promotional codes during their streams.
Issues of Gambling Streams on Platforms Like Twitch
As Twitch wants to protect its users, it is determined to learn how gambling streams may affect viewers. This is why the streaming company is investing in research on gambling content on the platform. According to one of the first studies focused on gambling streams on Twitch, about 4% of adults in the UK watch gambling streams on slot channels. Meanwhile, 14% of respondents reported actually playing such slot games online.
No age restrictions imposed
The same study also revealed a correlation between watching gambling streams and self-reported problem gambling. However, cause and effect are still not clearly established. That said, gambling streams spark heated regulatory discussions, as many criticise streaming platforms for exposing young people to gambling content.
One of the main issues with the platform is that age-gating and age verification on Twitch are far from sufficient. Even when streamers indicate that a specific stream is intended only for an adult audience, underage viewers can still click on the stream and watch without having to confirm their age.
Lack of transparency
Another major issue with gambling streams is the lack of transparency regarding affiliate deals with streamers. If streamers do not disclose that they are sponsored by the casino at which they are playing during their streams, they may be committing fraud. In some instances, streamers are awarded regular top-ups to their balances as part of their sponsorship deals. Such practices, however, raise concerns about the mental health of the streamers themselves, as they may also fall into problem gambling when they receive unlimited funds to play with.
Confusion about gambling legality in different jurisdictions
The streamer and the gambling operator he or she is promoting may be located in different jurisdictions. That poses a problem, as it can be difficult to determine the legality of the gambling products the streamer is promoting. Since it is unclear which local or international laws apply in such cases, the issue becomes quite complex.
Why Viewers Enjoy Watching Gambling Streams and Should They Be Banned
Even though gambling streams have plenty of issues, there are still numerous viewers who enjoy watching streamers gamble online. While some worry that gambling streams cause more harm, many people with gambling problems enjoy watching such content to cope with their urges to gamble. In similar cases, gambling streamers may even be seen as a tool for recovering from gambling addiction.
In addition to using gambling live streams as a coping mechanism, viewers may have other motives. Their interest may stem from factors such as seeking entertainment or a desire for financial profit.
Outright banning gambling streams may be far too draconian, but this niche should definitely be regulated better. However, this requires the attention of all stakeholders, including streamers, consumers, streaming platforms, game developers and parents. Only through the joint efforts of everyone involved in this sector will the main objective of gambling streams – providing entertainment for both streamers and their subscribers – be ensured.
