HSTikkyTokky
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Louis Theroux’s deep dive into the ‘manosphere’ and how media is consumed in the modern era exposed a deeply concerning strategy from unlicensed operators to engage a new audience on their platforms. 

While the majority of his latest Netflix documentary focused on the views of four influencers at the heart of the concerning movement, a number of clips featuring the logos of gambling companies Stake and Rainbet were used in the piece.

The clips and streams are integral to the engagement of the manosphere influencers, drawing millions of views from a younger, more impressionable audience across social media platforms. 

What’s notable about the audience they are engaging is that these streams present them with their first exposure to gambling, as the regulated market shields itself from adolescent males, the unlicensed market is aggressive in its pursuit of their attention. 

Both firms have become notorious for choosing to find a way to get their logos plastered across social media, no matter what the content seems to be.

Last year, Stake confirmed its exit from the UK after featuring in a stunt filmed at a UK university by the adult film actress Bonnie Blue.

The manosphere has risen to prominence in recent years as figures such as Andrew and Tristan Tate, Jordan Peterson and HSTikkyTokky – one of the main protagonists of the documentary in question – have gained millions of followers.

At the centre of the movement, and I hesitate to call it that, are more than questionable beliefs on the role of men and women in society that are consistently broadcast across social media.

What this manifests in is largely misogynistic, racist and homophobic views that are being parroted by young, impressionable viewers.

Despite this, especially in the US, influencers within the manosphere are becoming closer to the orbit of authority. For example, Donald Trump Jr, son of US President Donald Trump, and also a Strategic Adviser for Kalshi, has been pictured with Andrew Tate.

The fact that even the most shady section of the gambling industry is associated with these figures should be a cause for concern for the rest of the sector.

Those in the know understand that Stake and Rainbet are both part of the black market, and what that means in terms of player protection and credibility.

However, to the average Joe watching the documentary or seeing manosphere content plastered across social media, they simply see gambling as part of the movement.

Research across multiple regions has shown that black market users often don’t know they’ve strayed away from the licensed sector. 

It underpins that the target audience of unlicensed operators is no longer solely the most vulnerable in society, but they are aiming to ensure that the first experience of gambling for many is through unlicensed platforms. This indicates a real issue, as it potentially indicates a shift in gambling culture for the next generation.

As the regulated gambling industry continues to get battered from pillar to post by campaigners and lawmakers alike over its reputation, now is the time when the licensed sector must stand up and shout from the rooftops regarding the benefits of the regulated market.

The industry has often talked the talk regarding tackling the blight of the black market, especially as the financial burden of doing business continues to ratchet up, however, there has so far been little action.

If players have no idea the black market exists, how can they play their part in making sure to stay within legal boundaries? 

Being part of a credible, licensed market should be a badge of honour for operators, and as the lines between legal and illegal sectors continue to blur, it’s now up to those with a licence to educate the masses.

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