Seeds of Addiction: unpacking the systemic exploitation of young gamers
Gambling harms thrive in plain sight, especially in less affluent communities like Govanhill. With bookmakers on every corner and addictive mechanics embedded in video games, the seeds of addiction are planted early, often in the lives of vulnerable young people. Eva O’Donovan unpacks the systemic exploitation and the hidden struggles of those caught in its grip, shedding light on the urgent need for change.
By Eva O’Donovan | illustration by Olivia Juett
As a local of Govanhill, gambling feels omnipresent. With four bookmakers within walking distance of one another and flashing puggie machines dwelling in corners of pubs, temptation is never far away. This is not an issue unique to Govanhill – it’s a pattern found in less affluent areas across Scotland, creating an ecosystem designed to exploit people who are often already struggling financially.
For young people already showing early signs of gambling addiction, this environment can easily fuel their habits and escalate into a full-scale problem.
Why do these businesses target areas like this? The answer is as stark as it is simple: they know they’ll find a vulnerable customer base. Gambling companies profit most not from casual players but from problem gamblers – those who lose more than they can afford to and who return time and again, chasing the hope of a better outcome.
What I learned researching gambling
When I started my research on gambling addiction for this magazine, I approached the topic with curiosity. Gambling was always there in the background of my community – the flashing signs of bookies, the clatter of coins in slot machines, but it wasn’t something I had experienced personally. I wanted to know what draws people in. Is it the thrill of a lottery ticket? The suspense of a last-minute football goal turning a small bet into a big win? The sound of your numbers being called in the bingo hall?
What I quickly realised was that gambling is far more than a simple game of chance. It’s a complex interplay of psychology, economics, and culture – a perfect storm of factors designed to hook people and keep them coming back. My journey into this topic uncovered stories I had never expected, many of them from the people I grew up with.
The seeds of addiction: gambling starts young
During my research, I spoke to people from my community, some of whom had been gambling since their teenage years – something I had never known about until now. They told me stories of how their gambling started innocently, often with something as seemingly harmless as FIFA collector cards.
These digital cards, sold in the popular video game FIFA (Now EA Sports), allow players to spend real money for a chance to unlock better players for their teams. The excitement of the lottery of a digital pack is strikingly similar to gambling. In fact, in 2020 two Parisian lawyers argued that these mechanics should be classified as a form of gambling and filed a lawsuit against EA – claiming they are exposing children to addictive behaviours long before they’re old enough to set foot in a betting shop.
For some, what began as an innocent thrill, escalated. By adulthood, this behaviour had transformed into a compulsive need. One friend admitted he often bet on football games he didn’t even care about, just so he’d have a reason to watch at the pub with a vested interest. With football interwoven into Glaswegian society I was not surprised to hear that friends of mine had lost thousands over the years.
The lure of the algorithm
The more I researched, the more I noticed how gambling companies target people like me. My internet searches for ‘gambling support’ and ‘Gamble Aware’ quickly triggered a flood of targeted advertisements. Suddenly, my screen was filled with offers for free bets and enticing odds – 30/1 on a football game, deals that seemed too good to be true (and, of course, were).
I’m not a gambler, yet I found myself momentarily swayed by the thrill of those odds. It made me aware of just how easily someone who is more susceptible could be drawn in. The advertisements, the bright lights of the arcades, the glaring windows of the bookies, the constant bombardment of promises – it all feels calculated to keep people hooked.
Sense of control
I spoke to Michael*, who works in a bookies and is also an active gambler. He described gambling as less about the money and more about the fleeting sense of control it gave him.
His words stuck with me. They highlighted how gambling preys on human vulnerability – on our need for excitement, distraction, or a sense of agency in an unpredictable world. For many, that fleeting sense of control comes at a devastating cost.
Female gamblers: The hidden struggle
One area of gambling harm that remains vastly underrepresented is the experience of female gamblers. While much of the narrative focuses on men in betting shops, the reality is that gambling addiction affects women too – often in ways that are even more hidden. Whilst researching this topic, I found plenty of men to talk to. But finding women outwith my group who wanted to share their experience was difficult. There is a real stigma around female gambling.
I worked with female gamblers who spoke candidly about the unique challenges they faced. They described how difficult it was to find support or connect with others who shared their experiences, even though they knew other women like them were out there. Several women shared how they had attempted to attend Gamblers Anonymous meetings, only to find they were the only woman in the meeting.
Working alongside the women at Greater Govanhill, I learned that the UK has only one residential gambling support centre for women. This shocking scarcity of resources shows how female gambling continues to be overlooked, despite its prevalence. Women often face compound triggers for gambling – coping with emotional stress, financial hardship, or trauma – yet the support systems available rarely reflect these nuances.
Their stories highlighted a glaring gap in the conversation about gambling harm. For these women, finding a space where they can safely share their experiences and seek help feels like an uphill battle. Their journeys underscore the urgent need for more inclusive resources and greater awareness of how gambling addiction impacts women differently.
A glimmer of hope
Despite the bleakness of what I uncovered, there was one source of light in my journey: the Greater Govanhill newsroom. Surrounded by nine strong women with a shared goal of tackling gambling harms, I felt inspired by their commitment to raising awareness and advocating for change.
What began as a part-time research project became a lesson in human vulnerability. I saw how easily people can be drawn into the illusion of control when life feels uncertain. But I also saw the resilience of those willing to confront this issue head-on, from grassroots activists to those bravely sharing their stories.
*names have been changed