Gambling on big data: Designing risk in social casino games

Abstract

Since 2007, a surge of new gambling opportunities, often referred to as social casino gaming, has emerged on social media platforms and mobile apps. At the present time, the social casino gaming industry is unregulated and challenges our conventional understanding of gambling and risk. Currently, the minimum age requirement to create a profile on Facebook and engage in social casino games is 13 years of age. The emergence of this new gambling frontier, and its low barrier to entry, inevitably adds a new layer of risk and raises several ethical considerations for public health and risk regulation professionals, particularly to developers' use of game mechanics and advanced data analytics. Using findings from a virtual ethnographic case study focusing on Zynga Poker (ZP), this article will call attention to potential ethical and risk concerns about game mechanics and the use of big data to personalise players' gameplay to optimise player engagement and monetisation.