How TikTok, YouTube and esports are turning South African teens into gamblers

Across South Africa, a new wave of gamblers is emerging, and they’re not old enough to drive.

Teenagers are increasingly being drawn into a world of online betting, often without even realising it.

From YouTube and TikTok to the football kits of their sporting heroes, gambling has quietly woven itself into the everyday digital spaces where children spend their time.

This surge in youth gambling is closely linked to the rise of esports, social media, and influencer marketing, where betting is cleverly disguised as part of entertainment.

Platforms like TikTok and gaming tournaments have transformed gambling from an adult vice into a flashy, fast-moving youth trend, promoted through viral content and interactive betting games.

Research shows many children cannot distinguish between authentic entertainment and advertising, especially when it comes from their favourite online influencers.

This makes them particularly vulnerable to early gambling participation and risky behaviour that can escalate into addiction.

Claire Heckrath, Managing Director of InfoQuest, noted that underage gambling is becoming increasingly prevalent.

She explained that a recent survey revealed young people are being specifically targeted, particularly through sports betting. When they do win, she added, they often reinvest their winnings back into the game, meaning they rarely come out ahead.

Heckrath also pointed out that many young people don’t view their gambling habits as a problem, and even if they do, they often don’t know how to break free from it. Peer pressure from friends further compounds the issue, making it difficult for them to step away from gambling sites.

Despite regulations by South Africa’s Advertising Regulatory Board (ARB) designed to protect minors, enforcement is an uphill battle as gambling companies continue to innovate with increasingly subtle and immersive ad strategies.