THE BETTING ECONOMY: WHY GAMBLING FEELS LIKE IT'S EVERYWHERE
The TL;DR: Gambling has seen a meteoric rise since the legalization of sports betting in 2017. In tandem, certainty around the economy has been declining, leading to consumers seeking out escapes or vices in which they feel in control. Brands can provide the escape consumers are seeking in a low-stakes, casual encounter on users channels and feeds.
March Madness is here, and you know what that means; Cinderella stories, brackets busted, fan superstitions, and maybe most prominently in the year 2025, sports betting — and lots of it. Gambling has become almost inescapable recently, wherever you look there is a new company advertising their sportsbook or a new bonus bet promotion — and believe it or not there’s an explanation as to why. Studies have shown that there is a strong correlation between increases in gambling activity and opportunities to gamble and decreasing savings rates. This rings true in the United States: since sports gamblings legalization, total sports wagers increased from $4.9 billion during 2017 to $121.1 billion during 2023. In tandem with this, consumers confidence in the economy has been consistently slipping, now sitting well below the heights reached in late 2024. On top of this, there has also been a stratospheric rise in opportunities and locations to gamble away from just sports. With regulations lax, prediction markets like Kalshi and Polymarket have allowed people to not only hedge on their own teams future, but the entire worlds.
In response to these trends we’ve seen in social that people are not only over it, but upset that it continues to persist throughout society. In a world that already feels so overwhelming and inescapably dark, adding the ability to bet on this distress doesn’t brighten the room, it actually digs the hole deeper as people directly root or vote for results that will hurt others. It’s even gotten to the point where users are pushing for people to return to just betting on sports regardless of the knowledge that sports betting can also be highly addictive in a lesser of two evils situation.
What this means for brands is that people are truly feeling the weight of the world right now and seeking an escape, they feel a lack of control and are in turn attempting to find vices in which they do feel in charge. Brands can provide this escape for these consumers. On execution could be to gamify content, providing viewers with a sense of control without the high stakes or financial burdens that have typically come with. The lasting impact an asset makes on a person could not only influence them but also their perception and memory recall on us as a brand.
A snapshot of buzz-worthy communities and fandoms to guide community engagement
🎤 IT’S BTS ARMY, YOU WOULDN’T UNDERSTAND
What’s Going On: In celebration of their new album, Kpop group BTS is teaming up with Spotify to hold an exclusive listeners only fan meet in NYC.
🕸️ A BRAND NEW SAD BOY DAY
What’s Going On: Marvel announces the newest Spiderman movie, Brand New Day, featuring Tom Holland and Zendaya. Fans commented on the depressing synopsis of the movie, excited for a new take on the franchise.
🤯 HOW CAN YOU HATE FROM OUTSIDE THE CLUB (CHALAMET)
What’s Going On: Infamous Timothee superfan, Club Chalamet, posted some jaw dropping tweets denouncing her support for the actor amid the Oscars loss and internet drama. She has even gone as far as starting a new venture as a Connor Storrie fan page, shocking Chalamet fans.
Four must-click links that crossed our feeds today.
TV/Streaming: The “Hannah Montana 20th Anniversary Special” premieres on March 24th, streaming exclusively on Disney+ and Hulu.
Movies: Following a limited theatrical release in the UK, “Peaky Blinders: The Immortal Man” will release on Netflix in the US on March 20th.
Music: BTS will release their fifth studio album “ARIRANG” on March 20th, with a special live performance on Netflix on March 21st.
