In Sweden's digital realm, where entertainment and influence combine, a storm is brewing. Twitch's most viewed influencers are being scrutinised for promoting unlicensed casinos several hours a week. 

As a result, online streamers and Twitch find themselves entangled in controversy, as recent revelations by an investigative branch of the Swedish TV network came to light. 

 Unveiling The Alarming Trend

Kulturnyheterna, an investigative branch of the Swedish television network Sveriges Television AB, unearthed a startling reality, shedding light on this concerning trend. According to their research and Twitchmetrics statistics, 8 out of 10 top influencers on Twitch endorse online casinos operating illegally without Swedish gaming licenses. 

Twitch, one of the world's most popular video streaming sites, is an Amazon-owned social media platform where influencers and internet personalities broadcast live to their followers. 

According to research, casino games and everyday life are Twitch's two most popular categories, and the age restriction is only 13. These influencers, with their substantial reach and audience, are leading their followers down a treacherous path, enticing them into the realm of online gambling at unregulated platforms.

 The Problem: An Unsuspecting Trap 

The broadcasts are not mere spectacles; they are carefully orchestrated campaigns featuring live gameplay sessions where followers are encouraged to join in and even participate in deciding stakes. Six of the 10 Twitch broadcasters used direct links to unlicensed casinos that are prominently displayed in profiles and broadcasts, offering enticing starter bonuses to entrap the unsuspecting.

The repercussions of such endorsements extend far beyond mere regulatory infractions. Concerns mount over the vulnerability of young viewers, as Twitch's user base predominantly comprises individuals under 18. Gambling addiction researcher Anders Håkansson warns of the insidious nature of online gambling, particularly when endorsed by trusted influencers. 

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"It doesn't take much to get stuck in an addiction," he says, "often, it's enough to play a few times." 

He further emphasises that these broadcasts present gambling as more attractive and portray it as positive to youngsters, especially when their favourite influencers play it. 

 Regulatory Response

In response to these revelations, Spelinspektionen has sounded the alarm. Twitch finds itself under intensified investigation, with the prospect of regulatory action looming large. The platform's efforts to bolster social responsibility measures in the past are now under renewed scrutiny as authorities seek to diminish and, ultimately, end the promotion of unlicensed gambling operators in Sweden.

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“You attract gambling in a new way; it is problematic," says Allan Erdman of the support organisation Spelfrihetenat, "even more so when you are encouraged by someone you trust or have had as an idol." 

This incident isn't Twitch's first brush with regulatory scrutiny over gambling-related content. Past sanctions in Italy are a stark reminder of the platform's obligations and the consequences of disregarding regulatory directives. 

After numerous reports to the authorities, AGCOM issued a €900,000 sanction to Twitch after drawing their attention to YouTube and Twitch over violations of the advertising laws of the Dignity Decree. With governance in Sweden adopting a robust stance against unlicensed gambling operators, Twitch faces mounting pressure to reassess its approach to gambling content.

 Navigating The Digital Terrain

The Swedish gambling industry stands at a crossroads as the "dust" settles after this latest revelation. The clash between influencers seeking financial gain and regulatory authorities safeguarding public welfare underscores the complexities of navigating the digital landscape. 

Only time will tell how this saga unfolds, but one thing remains clear: the stakes and pressure have never been higher for Twitch and its group of influencers.