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Updated: Aug 28, 2025

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
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How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling

Johannes Singer1, Vadim Kufenko2, Andrea Wöhr2

  • 1Gambling Research Center, University of Hohenheim, Forschungsstelle Glücksspiel (502), Schwerzstraße 44, 70599, Stuttgart, Germany. Johannes.singer@uni-hohenheim.de.

Journal of Gambling Studies
|September 14, 2022
PubMed
Summary

Gambling providers in Germany use Twitter minimally, with low engagement and underutilized marketing potential. Many neglect responsible gambling messages, posing risks to young users due to lax age verification.

Keywords:
AdvertisingGamblingMarketingSemi-supervised topic modelingSocial mediaTwitter

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Area of Science:

  • Social Sciences
  • Media Studies
  • Gambling Research

Background:

  • Social media platforms are increasingly used for marketing and engagement.
  • The German gambling market presents unique regulatory and operational characteristics.
  • Twitter's role in the marketing strategies of regulated industries requires examination.

Purpose of the Study:

  • To analyze the social media activities of German gambling providers on Twitter.
  • To assess the extent of Twitter's use for advertising, marketing, and interaction by these providers.
  • To identify differences in Twitter usage patterns among various gambling sectors.

Main Methods:

  • An explorative mixed-methods approach was employed.
  • Data included 34,151 tweets from 13 gambling provider accounts.
  • Methods included summative content analysis and semi-supervised topic modeling.

Main Results:

  • Twitter appears to have a minor role for German gambling providers compared to other markets like the UK.
  • The potential for advertising, marketing, and interaction on Twitter is largely unexploited.
  • Providers predominantly share informative content, often mixed with less neutral messaging, and rarely promote responsible gambling.

Conclusions:

  • The current low level of Twitter activity by gambling providers contributes to the normalization of gambling.
  • There is a significant lack of responsible gambling messaging, posing risks to young users.
  • The findings suggest a need for a regulatory framework to address the unexploited potential and risks associated with social media in the gambling sector.