Many factors influence casino culture and betting trends, but the media is one of the most prominent ones. Film and television have a powerful impact on how people perceive and engage with gambling activities, as they can shape their attitudes, beliefs, expectations, and behaviours. In this article, we will explore how film and television have influenced casino culture and betting trends over the years, by providing examples from popular films and shows.
The James Bond franchise is one of the earliest examples of film and television influencing casino culture and betting trends. The iconic spy character often plays high-stakes games such as baccarat, poker, and roulette in glamorous locations worldwide. These scenes have created a sense of excitement, glamour, and sophistication around casino gambling and a desire to emulate Bond’s skills and lifestyle. According to a study by Lamont et al. (2011), James Bond films have increased the popularity of baccarat among British gamblers and the perception that it is a game of skill rather than chance. Some of the most memorable casino scenes in the James Bond films include the showdown with Le Chiffre in Casino Royale, the tense game against Xenia Onatopp in GoldenEye, and the classic introduction of Bond in Dr. No.
Another way that film and television have also influenced casino culture and betting trends by portraying gambling as a form of entertainment, socialization, and escapism. Films such as The Hangover, Ocean’s Eleven, and Casino Royale show gambling as a fun and adventurous activity that can lead to memorable experiences, friendships, and rewards. These films also depict gambling as a way to cope with stress, boredom, or personal problems and express one’s identity and personality. According to a study by Torrance et al. (2021), films that portray gambling as entertainment can increase the motivation to gamble for enjoyment, excitement, or relaxation. These films’ most hilarious and thrilling casino scenes include the tiger prank in The Hangover, the heist plan in Ocean’s Eleven, and the car chase in Casino Royale.
A third way that film and television have influenced casino culture and betting trends is by exposing consumers to gambling advertising and sponsorship. Gambling advertising and sponsorship are widely and frequently seen in film and television, especially in sports-related content. For example, many football teams have gambling companies as their sponsors, such as Betway (West Ham United), 32Red (Derby County), and MansionBet (Newcastle United). Many sports betting advertisements are shown during televised sporting events, such as Sky Bet’s ‘Super Boost’ campaign during Premier League matches, Bet365’s ‘In-Play’ offer during Champions League games, and Ladbrokes’ ‘The Grid’ promotion during horse racing events. These advertisements and sponsorships can increase the awareness, familiarity, and attractiveness of gambling products and services and the perception that gambling is a normal and acceptable part of sports culture. According to a study by the Gambling Commission (2021), gambling advertising and sponsorship have prompted about one-third of past 12-month gamblers to spend money on a gambling activity.
In conclusion, film and television have significantly influenced casino culture and betting trends over the years. They have shaped how people view and participate in gambling activities and how they are marketed and regulated. As film and television continue to evolve and innovate, they will likely influence casino culture and betting trends.