Gambling Narratives on Video Platforms: A Linguistic-Thematic Study of “Jogo do Tigrinho” on YouTube
Abstract
The dissemination of online gambling, particularly when amplified by digital influencers, presents a growing social concern. In Brazil, the game Fortune Tiger has gained popularity through YouTube videos that often promote quick and effortless earnings. While there is existing research on gambling in social media, our study is among the first to delve into how influencers on video platforms construct and disseminate such narratives. We examine the structure and perception of gambling-related content on YouTube, using a large-scale, linguistically informed thematic analysis. Through transcription, topic modeling, and linguistic feature extraction, we identify two dominant narrative types: critical videos that address legal and social harms, and promotional videos that use simplified and repetitive language to encourage engagement. Promotional content overwhelmingly dominates the platform, while critical content exhibits greater linguistic richness and higher per-video engagement. These findings underscore the structural imbalance in online gambling discourse and offer significant implications for future research, platform moderation, and regulatory frameworks.
Keywords:
Jogos de azar online, Fortune Tiger, YouTube, Análise linguística
References
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Jessica Costa, Geovana Oliveira, Guilherme Fonseca, Davi Reis, Giancarlo Oliveira Teixeira, Washington Cunha, Leonardo Rocha, and Carlos H. G. Ferreira. 2025. Characterizing YouTube’s Role in Online Gambling Promotion: A Case Study of Fortune Tiger in Brazil. In Proceedings of the 17th ACM Web Science Conference 2025. 42–51. DOI: 10.1145/3717867.3717905
Nathan Critchlow, Martine Stead, Crawford Moodie, Phillip WS Purves, Gerda Reith, Amber Morgan, and Fiona Dobbie. 2019. The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People. (2019).
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Mohammadreza Davoudi, Sheida Shirvani, Aliakbar Foroughi, and Fereshteh Rajaeiramsheh. 2022. Online gambling in Iranian social media users: prevalence, related variables and psychiatric correlations. Journal of gambling studies (2022).
Aline Dias, Richardy R Tanure, Jussara M Almeida, Helen CSC Lima, and Carlos HG Ferreira. 2024. Análise da Percepção do Uso de Cigarros Eletrônicos no Brasil por meio de Comentários no YouTube. In 30th Brazilian Symposium on Multimedia and the Web (WebMedia). SBC, 45–53.
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Lucas Rafael Stefanel Gris, Ricardo Marcacini, Arnaldo Candido Junior, Edresson Casanova, Anderson Soares, and Sandra Maria Aluísio. 2023. Evaluating OpenAI’s Whisper ASR for Punctuation Prediction and Topic Modeling of life histories of the Museum of the Person. arXiv preprint arXiv:2305.14580 (2023).
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Niklas Hopfgartner, Thorsten Ruprechter, and Denis Helic. 2022. Retention and Relapse in Gambling Self-help Communities on Reddit. In International Conference on Social Informatics.
Scott Houghton, Andrew McNeil, Mitchell Hogg, and Mark Moss. 2019. Comparing the Twitter posting of British gambling operators and gambling affiliates: A summative content analysis. International Gambling Studies (2019).
Eslam Hussein, Prerna Juneja, and Tanushree Mitra. 2020. Measuring misinformation in video search platforms: An audit study on YouTube. Proceedings of the ACM on Human-Computer Interaction (2020).
IBOPE. 2023. Video Audience Share Percentage in Brazil. [link].
Christian Jacques, Daniel Fortin-Guichard, Pierre Bergeron, Catherine Boudreault, David Lévesque, and Isabelle Giroux. 2016. Gambling content in Facebook games: A common phenomenon? Computers in Human Behavior (2016).
Richard JE James and Alex Bradley. 2021. The use of social media in research on gambling: A systematic review. Current Addiction Reports (2021).
Sang-Jo Ko, Jeong-Eun Seo, and Hun-Yeong Kwon. 2024. A Study on the Jurisdiction and Regulation of offshore Online Gambling between trading countries. In Proceedings of the 17th International Conference on Theory and Practice of Electronic Governance (New York, NY, USA, 2024) (ICEGOV ’24). Association for Computing Machinery, 166–175. DOI: 10.1145/3680127.3680138
Åsa Kroon. 2020. Converting gambling to philanthropy and acts of patriotism: The case of “The world’s most Swedish gambling company”. Discourse, Context & Media (2020).
Erika Langham, Hannah Thorne, Matthew Browne, Phillip Donaldson, Judy Rose, and Matthew Rockloff. 2016. Understanding gambling related harm: a proposed definition, conceptual framework, and taxonomy of harms. BMC Public Health 16 (2016), 80. DOI: 10.1186/s12889-016-2747-0
Tiina Latvala, Tomi Lintonen, and Anne Konu. 2019. Public health effects of gambling – debate on a conceptual model. BMC Public Health 19, 1 (2019), 1077. DOI: 10.1186/s12889-019-7391-z
Larissa Malagoli, Giovana Piorino, Carlos Ferreira, and Ana Silva. 2024. Twitter and the 2022 Brazilian Elections Portrait: A Network and Content-Driven Analysis. In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 283–291. DOI: 10.5753/webmedia.2024.241926
H. B. Mann and D. R. Whitney. 1947. On a Test of Whether one of Two Random Variables is Stochastically Larger than the Other. The Annals of Mathematical Statistics 18, 1 (1947), 50 – 60. DOI: 10.1214/aoms/1177730491
Geovana Oliveira, Otávio Venâncio, Vinícius Vieira, Jussara Almeida, Ana Silva, Ronan Ferreira, and Carlos Ferreira. 2024. Um Framework para Análise Bidimensional de Disseminação de Informações em Plataformas de Mídias Sociais. In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 301–309. DOI: 10.5753/webmedia.2024.241957
Antônio Pereira, Felipe Viegas, Diego Roberto Colombo Dias, Elisa Tuler, Ana Cláudia Machado, Guilherme Fonseca, Marcos André Gonçalves, and Leonardo Rocha. 2025. “Are the current topic modeling evaluation metrics enough?” Mitigating the limitations of topic modeling evaluation metrics using a multiperspective game theoretic approach. Knowledge-Based Systems 320 (2025), 113634. DOI: 10.1016/j.knosys.2025.113634
Antônio Pereira, Felipe Viegas, Marcos André Gonçalves, and Leonardo Rocha. 2023. Evaluating the Limits of the Current Evaluation Metrics for Topic Modeling. In Proceedings of the 29th Brazilian Symposium on Multimedia and the Web (WebMedia ’23). 119–127. DOI: 10.1145/3617023.3617040
L.E. Raileanu and K. Stoffel. 2004. Theoretical Comparison between the Gini Index and Information Gain Criteria. Annals of Mathematics and Artificial Intelligence 41 (2004), 77–93. DOI: 10.1023/B:AMAI.0000018580.96245.c6
Melanie Revilla and Carlos Ochoa. 2017. Ideal and maximum length for a web survey. International Journal of Market Research 59, 5 (2017), 557–565.
Johannes Singer, Vadim Kufenko, Andrea Wöhr, Marius Wuketich, and Steffen Otterbach. 2022. How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling Approach. 39, 3 (2022), 1371–1398. DOI: 10.1007/s10899-022-10158-y Publisher: Springer Science and Business Media LLC.
Sonia Singh and Priyanka Gupta. 2014. Comparative study ID3, cart and C4. 5 decision tree algorithm: a survey. International Journal of Advanced Information Science and Technology (IJAIST) 27, 27 (2014), 97–103.
Elke Smith, Simon Michalski, Kilian H. K. Knauth, Nils Kaspar, and Jan Peters. 2023. Large-Scale Web Scraping for Problem Gambling Research: A Case Study of COVID-19 Lockdown Effects in Germany. 39 (2023).
Richardy R. Tanure, Aline M. Dias, Lucas A. Camelo, Jussara Almeida, Helen C. S. C. Lima, and Carlos H. G. Ferreira. 2025. Caracterizacao do debate online sobre cigarro eletronico no Brasil: Uma analise de topicos de discussao no YouTube. In Anais do Brazilian Symposium on Multimedia and the Web (Brasnam). Sociedade Brasileira de Computação (SBC), Recife, Brasil.
Prasert Teppap, Panudech Tipauksorn, Somnuek Surathong, Wirot Ponglangka, and Prasert Luekhong. 2024. Automating Hidden Gambling Detection in Web Sites: A BeautifulSoup Implementation. In 2024 21st International Joint Conference on Computer Science and Software Engineering (JCSSE) (2024-06). 132–139. DOI: 10.1109/JCSSE61278.2024.10613687 ISSN: 2642-6579.
Alper Kursat Uysal and Serkan Gunal. 2014. The impact of preprocessing on text classification. Information processing & management 50, 1 (2014), 104–112.
Mark Van Der Maas and Jim Samuel. 2025. Online gambling forums as a potential target for harm reduction: an exploratory natural language processing analysis of a reddit.com forum. 22, 1 (2025). DOI: 10.1186/s12954-025-01220-0 Publisher: Springer Science and Business Media LLC.
Otávio Venâncio, Gabriel Gonçalves, Carlos Ferreira, and Ana Silva. 2024. Evidências de disseminação de conteúdo no Telegram durante o ataque aos órgãos públicos brasileiros em 2023. In Proceedings of the 30th Brazilian Symposium on Multimedia and theWeb (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 385–389. DOI: 10.5753/webmedia.2024.241972
Felipe Viegas, Sérgio Canuto, Christian Gomes, Washington Luiz, Thierson Rosa, Sabir Ribas, Leonardo Rocha, and Marcos André Gonçalves. 2019. CluWords: exploiting semantic word clustering representation for enhanced topic modeling. In Proceedings of the 12a ACM WSDM. 753–761.
Heather Wardle, Louisa Degenhardt, Virve Marionneau, Gerda Reith, Charles Livingstone, Malcolm Sparrow, Lucy T Tran, Blair Biggar, Christopher Bunn, Michael Farrell, et al. 2024. The Lancet Public Health Commission on gambling. The Lancet Public Health (2024).
Ye Yuan, LijiWu, and Xiangmin Zhang. 2021. Gini-Impurity Index Analysis. IEEE Transactions on Information Forensics and Security 16 (2021), 3154–3169.
Khawla Ali Abd Al-Hameed. 2022. Spearman’s correlation coefficient in statistical analysis. International Journal of Nonlinear Analysis and Applications 13, 1 (2022), 3249–3255.
Mariana Arantes, Flavio Figueiredo, and Jussara M Almeida. 2016. Understanding video-ad consumption on YouTube: a measurement study on user behavior, popularity, and content properties. In ACM Conference on Web Science.
Pippa Boering, Matthew Jones, Kishan Patel, Daniel Leightley, and Simon Dymond. 2025. A scoping review of routinely collected linked data in research on gambling harm. 8, 1 (2025).
Alex Bradley and Richard JE James. 2019. How are major gambling brands using Twitter? International Gambling Studies (2019).
Deniz Cemiloglu, Emily Arden-Close, Sarah Hodge, Theodoros Kostoulas, Raian Ali, and Maris Catania. 2020. Towards Ethical Requirements for Addictive Technology: The Case of Online Gambling. In 2020 1st Workshop on Ethics in Requirements Engineering Research and Practice (REthics) (2020-08). 1–10. DOI: 10.1109/REthics51204.2020.00007
Andika Yulianto Chamil, Safiera Amanda Djuanda, and Nurina Septaviana. 2024. A Comprehensive Communication Approach to Navigate the Crisis Caused by Online Gambling: Insights from Kemencast# 44 on Youtube. Ilomata International Journal of Social Science (2024).
Jian Chen, Shenao Zheng, Yanan Cheng, and Zhaoxin Zhang. 2024. Data mining based analysis of online gambling sites and illicit financial flows. In Proceedings of the 2024 International Conference on Cloud Computing and Big Data (New York, NY, USA, 2024) (ICCBD ’24). Association for Computing Machinery, 205–211. DOI: 10.1145/3695080.3695116 event-place: Dali, China.
Steven Coats. 2023. A pipeline for the large-scale acoustic analysis of streamed content. In International Conference on CMC and Social Media Corpora for the Humanities (CMC-Corpora 2023).
Jessica Costa, Geovana Oliveira, Guilherme Fonseca, Davi Reis, Giancarlo Oliveira Teixeira, Washington Cunha, Leonardo Rocha, and Carlos H. G. Ferreira. 2025. Characterizing YouTube’s Role in Online Gambling Promotion: A Case Study of Fortune Tiger in Brazil. In Proceedings of the 17th ACM Web Science Conference 2025. 42–51. DOI: 10.1145/3717867.3717905
Nathan Critchlow, Martine Stead, Crawford Moodie, Phillip WS Purves, Gerda Reith, Amber Morgan, and Fiona Dobbie. 2019. The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable People. (2019).
Saul Sousa da Rocha, Carlos Henrique do Vale, Carlos HG Ferreira, Glauber Dias Gonçalves, Jussara Marques de Almeida, et al. 2024. Monitorando a Opinião Pública sobre Operações Policiais no Brasil via Comentários de Vídeos no YouTube. In Brazilian Workshop on Social Network Analysis and Mining.
Mohammadreza Davoudi, Sheida Shirvani, Aliakbar Foroughi, and Fereshteh Rajaeiramsheh. 2022. Online gambling in Iranian social media users: prevalence, related variables and psychiatric correlations. Journal of gambling studies (2022).
Aline Dias, Richardy R Tanure, Jussara M Almeida, Helen CSC Lima, and Carlos HG Ferreira. 2024. Análise da Percepção do Uso de Cigarros Eletrônicos no Brasil por meio de Comentários no YouTube. In 30th Brazilian Symposium on Multimedia and the Web (WebMedia). SBC, 45–53.
Sally M Gainsbury. 2015. Online gambling addiction: the relationship between internet gambling and disordered gambling. Current addiction reports (2015).
Lucas Rafael Stefanel Gris, Ricardo Marcacini, Arnaldo Candido Junior, Edresson Casanova, Anderson Soares, and Sandra Maria Aluísio. 2023. Evaluating OpenAI’s Whisper ASR for Punctuation Prediction and Topic Modeling of life histories of the Museum of the Person. arXiv preprint arXiv:2305.14580 (2023).
Maarten Grootendorst. 2024. BERTopic - Parameter Tuning. [link] Accessed: July 2025.
Hanifah Harahap and Farid Ridho. 2024. Detection of Online Gambling Web Defacement in University Domains Using Attack Signatures. In 2024 International Conference on Artificial Intelligence, Blockchain, Cloud Computing, and Data Analytics (ICoABCD) (2024-08). 73–78. DOI: 10.1109/ICoABCD63526.2024.10704413
Sovy Muti Ardianty Hasibuan, Andri Soemitra, and Muhammad Syukri Albani. 2024. Analysis of Socioeconomic and Situational Factors, Winning Probability, and Perception of Convenience on Online Gambling Addiction Among Gen Z. Jurnal Ad’ministrare (2024), 357–366.
Niklas Hopfgartner, Thorsten Ruprechter, and Denis Helic. 2022. Retention and Relapse in Gambling Self-help Communities on Reddit. In International Conference on Social Informatics.
Scott Houghton, Andrew McNeil, Mitchell Hogg, and Mark Moss. 2019. Comparing the Twitter posting of British gambling operators and gambling affiliates: A summative content analysis. International Gambling Studies (2019).
Eslam Hussein, Prerna Juneja, and Tanushree Mitra. 2020. Measuring misinformation in video search platforms: An audit study on YouTube. Proceedings of the ACM on Human-Computer Interaction (2020).
IBOPE. 2023. Video Audience Share Percentage in Brazil. [link].
Christian Jacques, Daniel Fortin-Guichard, Pierre Bergeron, Catherine Boudreault, David Lévesque, and Isabelle Giroux. 2016. Gambling content in Facebook games: A common phenomenon? Computers in Human Behavior (2016).
Richard JE James and Alex Bradley. 2021. The use of social media in research on gambling: A systematic review. Current Addiction Reports (2021).
Sang-Jo Ko, Jeong-Eun Seo, and Hun-Yeong Kwon. 2024. A Study on the Jurisdiction and Regulation of offshore Online Gambling between trading countries. In Proceedings of the 17th International Conference on Theory and Practice of Electronic Governance (New York, NY, USA, 2024) (ICEGOV ’24). Association for Computing Machinery, 166–175. DOI: 10.1145/3680127.3680138
Åsa Kroon. 2020. Converting gambling to philanthropy and acts of patriotism: The case of “The world’s most Swedish gambling company”. Discourse, Context & Media (2020).
Erika Langham, Hannah Thorne, Matthew Browne, Phillip Donaldson, Judy Rose, and Matthew Rockloff. 2016. Understanding gambling related harm: a proposed definition, conceptual framework, and taxonomy of harms. BMC Public Health 16 (2016), 80. DOI: 10.1186/s12889-016-2747-0
Tiina Latvala, Tomi Lintonen, and Anne Konu. 2019. Public health effects of gambling – debate on a conceptual model. BMC Public Health 19, 1 (2019), 1077. DOI: 10.1186/s12889-019-7391-z
Larissa Malagoli, Giovana Piorino, Carlos Ferreira, and Ana Silva. 2024. Twitter and the 2022 Brazilian Elections Portrait: A Network and Content-Driven Analysis. In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 283–291. DOI: 10.5753/webmedia.2024.241926
H. B. Mann and D. R. Whitney. 1947. On a Test of Whether one of Two Random Variables is Stochastically Larger than the Other. The Annals of Mathematical Statistics 18, 1 (1947), 50 – 60. DOI: 10.1214/aoms/1177730491
Geovana Oliveira, Otávio Venâncio, Vinícius Vieira, Jussara Almeida, Ana Silva, Ronan Ferreira, and Carlos Ferreira. 2024. Um Framework para Análise Bidimensional de Disseminação de Informações em Plataformas de Mídias Sociais. In Proceedings of the 30th Brazilian Symposium on Multimedia and the Web (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 301–309. DOI: 10.5753/webmedia.2024.241957
Antônio Pereira, Felipe Viegas, Diego Roberto Colombo Dias, Elisa Tuler, Ana Cláudia Machado, Guilherme Fonseca, Marcos André Gonçalves, and Leonardo Rocha. 2025. “Are the current topic modeling evaluation metrics enough?” Mitigating the limitations of topic modeling evaluation metrics using a multiperspective game theoretic approach. Knowledge-Based Systems 320 (2025), 113634. DOI: 10.1016/j.knosys.2025.113634
Antônio Pereira, Felipe Viegas, Marcos André Gonçalves, and Leonardo Rocha. 2023. Evaluating the Limits of the Current Evaluation Metrics for Topic Modeling. In Proceedings of the 29th Brazilian Symposium on Multimedia and the Web (WebMedia ’23). 119–127. DOI: 10.1145/3617023.3617040
L.E. Raileanu and K. Stoffel. 2004. Theoretical Comparison between the Gini Index and Information Gain Criteria. Annals of Mathematics and Artificial Intelligence 41 (2004), 77–93. DOI: 10.1023/B:AMAI.0000018580.96245.c6
Melanie Revilla and Carlos Ochoa. 2017. Ideal and maximum length for a web survey. International Journal of Market Research 59, 5 (2017), 557–565.
Johannes Singer, Vadim Kufenko, Andrea Wöhr, Marius Wuketich, and Steffen Otterbach. 2022. How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling Approach. 39, 3 (2022), 1371–1398. DOI: 10.1007/s10899-022-10158-y Publisher: Springer Science and Business Media LLC.
Sonia Singh and Priyanka Gupta. 2014. Comparative study ID3, cart and C4. 5 decision tree algorithm: a survey. International Journal of Advanced Information Science and Technology (IJAIST) 27, 27 (2014), 97–103.
Elke Smith, Simon Michalski, Kilian H. K. Knauth, Nils Kaspar, and Jan Peters. 2023. Large-Scale Web Scraping for Problem Gambling Research: A Case Study of COVID-19 Lockdown Effects in Germany. 39 (2023).
Richardy R. Tanure, Aline M. Dias, Lucas A. Camelo, Jussara Almeida, Helen C. S. C. Lima, and Carlos H. G. Ferreira. 2025. Caracterizacao do debate online sobre cigarro eletronico no Brasil: Uma analise de topicos de discussao no YouTube. In Anais do Brazilian Symposium on Multimedia and the Web (Brasnam). Sociedade Brasileira de Computação (SBC), Recife, Brasil.
Prasert Teppap, Panudech Tipauksorn, Somnuek Surathong, Wirot Ponglangka, and Prasert Luekhong. 2024. Automating Hidden Gambling Detection in Web Sites: A BeautifulSoup Implementation. In 2024 21st International Joint Conference on Computer Science and Software Engineering (JCSSE) (2024-06). 132–139. DOI: 10.1109/JCSSE61278.2024.10613687 ISSN: 2642-6579.
Alper Kursat Uysal and Serkan Gunal. 2014. The impact of preprocessing on text classification. Information processing & management 50, 1 (2014), 104–112.
Mark Van Der Maas and Jim Samuel. 2025. Online gambling forums as a potential target for harm reduction: an exploratory natural language processing analysis of a reddit.com forum. 22, 1 (2025). DOI: 10.1186/s12954-025-01220-0 Publisher: Springer Science and Business Media LLC.
Otávio Venâncio, Gabriel Gonçalves, Carlos Ferreira, and Ana Silva. 2024. Evidências de disseminação de conteúdo no Telegram durante o ataque aos órgãos públicos brasileiros em 2023. In Proceedings of the 30th Brazilian Symposium on Multimedia and theWeb (Juiz de Fora/MG). SBC, Porto Alegre, RS, Brasil, 385–389. DOI: 10.5753/webmedia.2024.241972
Felipe Viegas, Sérgio Canuto, Christian Gomes, Washington Luiz, Thierson Rosa, Sabir Ribas, Leonardo Rocha, and Marcos André Gonçalves. 2019. CluWords: exploiting semantic word clustering representation for enhanced topic modeling. In Proceedings of the 12a ACM WSDM. 753–761.
Heather Wardle, Louisa Degenhardt, Virve Marionneau, Gerda Reith, Charles Livingstone, Malcolm Sparrow, Lucy T Tran, Blair Biggar, Christopher Bunn, Michael Farrell, et al. 2024. The Lancet Public Health Commission on gambling. The Lancet Public Health (2024).
Ye Yuan, LijiWu, and Xiangmin Zhang. 2021. Gini-Impurity Index Analysis. IEEE Transactions on Information Forensics and Security 16 (2021), 3154–3169.
Published
2025-11-10
How to Cite
PRENASSI, Gabriel et al.
Gambling Narratives on Video Platforms: A Linguistic-Thematic Study of “Jogo do Tigrinho” on YouTube. In: BRAZILIAN SYMPOSIUM ON MULTIMEDIA AND THE WEB (WEBMEDIA), 31. , 2025, Rio de Janeiro/RJ.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2025
.
p. 366-375.
DOI: https://doi.org/10.5753/webmedia.2025.15565.
