Gambling addiction affects many people in the UK, with troubling statistics highlighting the scale of the issue:
- 0.5% of adults (246,000) in the UK have an addiction to gambling (source)
- A further 2.2 million people either problem gamblers or at risk of addiction (source)
- 44% of people suffering “problem gambling” are classified as at “high risk of suicidal behaviour” (source)
While the UK has stringent restrictions on advertising products like cigarettes, alcohol, and soon fast food, gambling-related promotions continue to permeate daily life.
All you need to do is look at football in the UK. Of all the 20 Premier League teams more than half of the clubs have gambling sponsors on their shirts (despite a ban on this coming into play for the 2026/27 season). When watching a football match on TV you can see adverts before the game and at half time, and often the advert contains a bet to be made on that specific game which is only more enticing. And, even during the game, you will see the advertising boards around the pitch promote betting brands. At one point there was even a football player, who after scoring a goal, lowered his shorts to reveal the top of his underwear which was sponsored by a betting brand.
This overt promotion of gambling is a growing concern, but what’s more unsettling is the presence of gambling-style mechanics embedded in other parts of daily life. These “hidden gambling games” mimic the same risks—such as financial instability, addiction, and loss—even though they aren’t regulated as heavily as traditional gambling.
Here’s a closer look at some examples and why they deserve your attention.
Investment apps that blur the line
Investment has long encouraged financial growth through strategy and careful decision-making. But modern investment apps, often targeting younger users, introduce an element of playfulness that can blur the line between thoughtful investing and gambling-like behaviour.
For example:
- Stock and Crypto Trading Apps such as Robinhood (popular in the UK for its gamified approach) can make buying and selling feel like a video game. Features like confetti effects after a transaction and instant updates on gains and losses contribute to impulsive, adrenaline-fuelled decisions.
- Spread Betting Platforms offer a way to speculate on the price movements of financial markets without technically “owning” the asset, rewarding success with huge payouts—and punishing losses just as severely.
Such tools can encourage excessive engagement, creating a gambling-like rush without the label.
Loot boxes in video games
Gambling isn’t restricted to just an adults-only activity. Loot boxes, which are purchasable in-game items containing randomised rewards, are a prime example of gambling mechanics targeting younger players.
Video games like FIFA boast loot boxes in ‘Ultimate Team’ packs, where players spend real money for a chance at getting rare, high-performance players. The allure of winning big and the suspense of the “reveal” are eerily similar to the dopamine-triggering mechanics of slot machines.
Some UK lawmakers have even addressed their concerns over loot boxes, as studies suggest they can foster an early association with gambling behaviours in minors.
Dr. David Zendle, a leading researcher on the effects of gaming and gambling, has stated, “When we go beyond loot boxes, we can see that there are multiple novel practices in gaming that incorporate elements of gambling. All of them are linked to problem gambling, and all seem prevalent. This may pose an important public health risk. Further research is urgently needed”.
Remember, whether targeted at teens or adults, the financial risks remain real.
The McDonald’s Monopoly game and its gambling nature
The McDonald’s Monopoly game is a prime example of how gamification tactics can blur the lines between harmless entertainment and gambling. At first glance, it appears to be a fun promotional campaign, encouraging customers to collect game pieces from menu items for the chance to win prizes. However, the mechanics of this game mirror traditional gambling practices.
Players are incentivised to purchase more food items in an attempt to complete sets and win high-value prizes, effectively creating a purchase-to-play model reminiscent of a lottery. The odds of winning valuable rewards are deliberately low, with rare game pieces strategically limiting the chance of completing a set. Additionally, the enticing prospect of instant wins, such as free food or small giveaways, keeps participants engaged and coming back for more, much like slot machines rewarding small payouts to maintain player interest.
This creates a cycle where participants chase the illusion of easily attainable rewards, often spending more than they intended. The psychological impact of this is significant—it exploits the principles of intermittent reinforcement, a key component in gambling addiction, by providing unpredictable and sporadic “wins” to retain engagement. While labelled as a promotion, the McDonald’s Monopoly game shares many behavioural and emotional hooks found in gambling, raising ethical questions about its marketing approach.
The warning signs to look out for
While the above activities may not technically fall under traditional gambling definitions, they can have similar consequences. Keep an eye out for these red flags:
- Rushed, emotionally driven decisions – If the activity feels like a rush or adrenaline spike, you may be falling into a risk-taking cycle.
- Loss chasing – Spending more to recoup a “bad result” or “unlucky streak” is a classic gambling behaviour.
- Financial impact – If an activity leaves you financially stretched, regardless of its category, consider pausing engagement and re-evaluating priorities.
- Time investment – Spending excessive hours on the activity suggests it may have started to affect your life balance.
Stay cautious, stay empowered
It’s easy to get caught up in activities that are marketed as recreational or financially beneficial but mirror gambling mechanics. Education, mindfulness, and knowing when to say no are your best tools for staying ahead. Being aware of these “hidden gambling games” gives you the power to make informed decisions—and, ultimately, keep control of your time and money.
For further information, take a look at our recent post “Creating Healthy Hobbies to Replace Gambling” or see our gambling addiction support page.
If you or someone you know is considering beginning their recovery journey from addiction, contact us to find out about treatment at Broadway Lodge, call our admissions department on 01934 815515 (9am-5pm Monday to Friday) or email hello@broadwaylodge.og.uk.
