Cracked Labs

Institute for Critical Digital Culture

“Digital Profiling in the Online Gambling Industry"

A report on marketing and risk surveillance by the UK gambling firm Sky Betting and Gaming, TransUnion, Adobe, Google, Facebook, Microsoft and other data companies.

Commissioned and published by the UK gambling advocacy organization Clean Up Gambling and together with the data rights agency AWO, Cracked Labs carried out a comprehensive investigation into data flows in the online gambling industry.

Digital Profiling in the Online Gambling Industry. A report on marketing and risk surveillance by the UK gambling firm Sky Betting and Gaming, TransUnion, Adobe, Google, Facebook, Microsoft and other data companies. A report by Cracked Labs commissioned and published by Clean Up Gambling, January 2022. Author: Wolfie Christl.

» Website on the Project by Clean Up Gambling

PDF downloads

» Report (61 pages)
» Technical Report (129 pages)
» Executive summary (5 pages)

The investigation lays out the scale and depth of behavioural surveillance and data practices used by online gambling operators. It provides extensive information about the scope of the data flows and the web of third-party companies that receive that data to build detailed and intimate profiles of individuals, often without their knowledge. Such profiles include indicators of personal vulnerability and addictive behaviours, which can then be used to target the most vulnerable.

Media coverage

» Daily Mail
» The American Prospect
» TechCrunch
» Glyn Moody
» EGR
» The Times