Influencers Are Convincing Americans to Gamble and Lose

In recent years, parlay bets have surged in popularity, captivating both casual sports fans and the broader gambling industry. These multi-leg wagers offer tantalizingly high payouts for predicting multiple game outcomes, making them irresistible to many. A parlay is a single bet that links together two or more individual wagers. Winning a parlay depends on all the individual bets being successful—if even one bet loses, the entire parlay is lost. Parlays are high risk, high reward, and American sports bettors find the slim odds thrilling and addicting, despite the high likelihood of failure. For gambling companies, parlays have become a lucrative revenue stream, significantly boosting their profits compared to traditional single-game bets.

The rise of parlays coincides with a booming sports betting industry led by companies like FanDuel and DraftKings, which together control approximately 80% of the sports betting market. The industry is fueled by massive advertising campaigns featuring celebrities and influencers such as Adam Schefter, Dave Portnoy, Scott Van Pelt, and even comedian Kevin Hart.

Creators and media personalities leverage their communities of fans across platforms to place risky, high-reward bets. Such partnerships have further amplified the appeal of parlays. Sports networks and personalities have seamlessly integrated betting into their content, engaging audiences with curated picks and predictions. For example, ESPN’s Scott Van Pelt features parlay recommendations on-air, while influencers like Barstool Sports founder Dave Portnoy share their betting strategies online. This fusion of entertainment and gambling has transformed how fans engage with sports, turning every game into a potential jackpot opportunity.

Furthermore, sportsbooks use catchy, event-themed branding to promote parlays. From Charles Barkley’s “Same Game Barkley” to holiday-themed bets like “Merry Chiefsmas,” these campaigns attract new users while fostering a culture of excitement and aspiration around gambling.

Despite their allure, critics label parlays as “sucker bets” due to their long odds and complex math, which heavily favor sportsbooks. Companies rely on advanced algorithms to set odds and manage risks, ensuring the house edge remains intact. Although the occasional win can electrify bettors, experts warn against relying on parlays for consistent returns. Regardless, the dream of hitting a big payday continues to draw millions, cementing parlays as a central feature of America’s sports betting obsession.

Parlays are particularly interesting to analyze because they illustrate how “community marketing”—a strategy that can drive powerful brand growth—is now being leveraged to fuel what many consider a dangerous addiction while significantly increasing the revenue of sports betting companies, which are not necessarily the “good guys.”

By leveraging the creator economy and social commerce to market high-risk and potentially addictive behavior, sportsbooks like FanDuel and DraftKings might draw comparisons to industries like tobacco. They employ highly effective creator economy marketing strategies—similar to those used by brands like Skims or BPN—to promote a product that could have long-term negative effects.