The English Premier League (EPL) is easily the most-watched sports league in the world and, by extension, the one with the largest number of gambling markets. According to British Gambler, UK casino and betting comparison site, the average player makes bets every week on the 10 games played by the 20 teams on each game day. They bet cover markets like the first scorers in every game, the game winners, and the overall trophy winners.
The Emergence and Rise of Social Media Prominence
Previously, the direction of the gambling activity in the league and the trends were almost wholly up to the betting companies, who adopted a myriad of campaigns on mainstream media to influence industry trends. However, with the emergence and repositioning of social media as the preferred means of information and entertainment, the industry is witnessing changes in how gamblers engage with EPL betting.
Weekly betting activities are no longer a personal choice between a gambler and his or her preferred bookie. Instead, the industry is witnessing a greater correlation between fans and the personalities they idolise or follow online.
Platforms such as X formerly Twitter, TikTok, and Facebook are now considered the frontrunners of this change. These platforms provide tools that allow influencers and their communities to hold match discussions and freely share and exchange betting tips and strategies.
Extensive Reach is the Secret Sauce
Influencers have emerged as pivotal figures in the football betting ecosystem, reshaping how tips and predictions reach audiences. Unlike traditional pundits, whose traditional methods now seem bland and stiff, influencers favour a more informal tone, mixing humour, passion, and digestible analysis into their content. Besides, their formats vary, from 30-second TikTok snippets to long-form YouTube previews, with the same, if not better effect: extending the reach of betting into demographics that might otherwise remain disengaged.
Their influence extends visibility and relatability. By blending football culture with betting insights, they position themselves less as professional tipsters and more as fellow fans. They understand the emotional highs of a last-minute goal and the sting of a missed penalty. However, they reflect those experiences differently in their messaging. Instead of the stiff, professional-like approach of their traditional counterparts, their sense of camaraderie builds trust, making their betting advice feel personal rather than prescriptive. In turn, the approach amplifies the pull of the platforms they represent.
The Welling Up of Community Betting
We are watching social media turn betting into a communal experience. Where fans once celebrated or lamented a wager in private, wins and losses are now shared instantly online. Influencers fuel this culture by streaming live, hosting watch parties, and moderating forums where fans exchange tips in real time.
This community dynamic changes the psychology of gambling. Watching others place bets encourages fans to experiment with more complex wagers. Even in defeat, the collective highs and lows keep audiences engaged and returning for more.
What Does the Future Hold?
Influencers are set to play an even larger role in Premier League betting. Emerging technologies may usher in virtual reality watch parties, interactive polls, and influencer-led tournaments that blend gaming with gambling, offering a new experience. Such innovations stand to deepen the communal and entertainment-driven side of betting.
Regulators and betting companies are already closely monitoring the situation. In the UK, advertising laws tightly govern gambling promotion. Since influencer content sits at the intersection of entertainment and marketing; new rules could soon formalise their responsibilities, demanding a more balanced approach.
