A pioneering investigation into the tech-fuelled world of online gambling—its explosive growth, and the transformational impact it is having on sports, fandom, and society.

When the puck drops and the game begins, so too does the relentless bombardment from gambling brands. Stake a bet. Amplify your fandom. Become part of the game.


It has never been easier to place a bet. The smartphone in your pocket unlocks an immersive digital world in which gambling is faceless and frictionless, available 24/7 on almost any aspect of any sport.

Wall-to-wall ads have hijacked every sporting event—from college hockey and basketball to the Super Bowl, the World Cup, and the Olympics. Many feature household names like Auston Matthews, Wayne Gretzky, and Drake, demonstrating just how mainstream sports betting has become.

Since its origins, online sports gambling has become a globe-straddling behemoth, with extraordinary growth over the past decade. Sometimes, it can feel as if the point of sports is to bet. 

But how did a new wave of gambling brands hijack sport on a global scale? In this revelatory exposé, Darragh McGee travels the world to tell the incredible story of the digital brands that unleashed this new era of sports gambling on a new generation of fans—and got very rich doing so.  

From the tech hubs of London to betting markets in Africa and arenas across Canada, McGee uncovers why sports fans, parents, policymakers, and anyone interested in the intersection of tech and politics should take urgent action to protect against the harm and human misery that gambling leaves behind. Along the way, McGee offers practical solutions for creating a healthier future for sports and society.