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Since the landmark Supreme Court ruling in 2018 that allowed states to legalize sports betting, gambling has become increasingly intertwined with American culture.

Paired with the recent rise of prediction markets—which allow traders to stake money on everything from sporting events to pop culture outcomes—Americans are risking more money on casino-like activities than ever before.

Buffett has repeatedly raised concerns regarding the mainstreaming of gambling and its marketing under the guise of investing. In May, he targeted prediction markets and traders speculating on short-term instruments like 30-minute bitcoin options.

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Creating that constant variety presents an obvious problem. A casino game requires random outcomes, but a library of pre-recorded videos eventually becomes predictable. Once a player recognises a clip, they could know how it ends.

Generative AI provided Swipe Games with its solution.

The company uses AI to generate its video content, combining models from technology providers around the world with the work of its own creators. Its library has already surpassed 20,000 videos, giving it the content engine required to keep refreshing the feed and respond rapidly to emerging social trends. That is important because Swipe Games plans to release new games or content every two weeks.

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Here, advertising for online betting sites is positioned differently. Presented as news, the content talks about the highest odds on the market, features offered by operators, regulatory changes and various cases of bettors, ranging from those who made huge financial gains to those who lost everything. 

It is very common among the different profiles identified to refer to regulatory bodies, such as the National Advertising Self-Regulation Council and SIGAP (Brazil’s betting management system). They also speak of responsible gaming in a generic way. In many cases, this is associated with illegal operators and potentially irregular advertising practices.

In this context, the regulations developed to protect players begin to function as a means of legitimisation, with illegal operators even using the term “authorised” in their communication and the “.bet” extension in their domain, which is intended only for licensed operators.