ABSTRACT
This chapter applies the theory of surveillance capitalism to gambling. Surveillance capitalism is a theoretical concept that describes a capitalist system based on the exploitation of behavioural data in online environments for profit. Across online environments, individuals leave behind significant amounts of data on their preferences, actions and personal details. Commercial actors can use these data to profile and target individuals with effective marketing messages and personalised content. This chapter looks at how gambling companies collect data on their customers, what kind of data they collect and what kind of data sharing takes place in the broader online gambling ecosystem. The chapter also focuses on how data are used to train algorithms to sell gambling products and the potential of data-driven profiling from the perspective of harm reduction.
