How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling Approach

This study examines the social media activities of gambling providers in Germany, focusing on the platform Twitter. A collection of 34.151 tweets from 13 Twitter accounts was made, representing casinos, sports betting, state lotteries, social lotteries and lottery brokers. We apply an explorative mixed-methods approach, integrating a summative content analysis together with a semi-supervised guided topic modeling approach, to analyse frequency, number of followers, interaction and content of Twitter messages, and work out differences among the individual providers. The results show that Twitter does not seem to be particularly important for gambling providers who are active in Germany. Regarding outreach, frequency of tweets and interaction, Twitter plays a much smaller role than, for example, in the UK. The potential for Twitter to be an advertising, marketing and interaction channel has not yet been fully exploited, which would make it a perfect moment for developing an appropriate regulatory framework. Overall, the results of semi-supervised topic modeling show that providers most often use informative content (news) and combine it with other, usually less neutral content. It is alarming that many providers make little or no use of Responsible Gambling messages. Even though the activities are presently on a low level, they contribute to the normalization of gambling, setting incentives for increasing gambling participation. Children and youth form a large segment of Twitter users. Potential harm can arise especially for this group because of the lack of enforcement of any age limit.