THEORIZING AND ANALYZING THE CONTINGENT CASINO

Abstract

Gambling games are composed of risk and contingency - the gambler stakes their bet on the spin or a reel or a roulette wheel completely dependent on forces outside of their control, uncertain of the outcome. This potent combination is not only being used to fuel the nearly $500 billion USD global gambling industry, but also to organise the current app economy. Digital platforms, their complementors, and their users are brought together by risk and contingency into a dynamic political economy, with the platform accruing the most advantage (Poell et al., 2021). Unpacking these unequal and sometimes precarious relations requires studying a “representative commodity” (Kline et al., 2003). Social casino apps, a niche, but still significant digital game commodity, embody how risk and contingency manifests in the app economy (Nieborg & Poell, 2018; Zittrain, 2008). In particular, when other industries interface with digital platforms, they become subject to their institutional imperatives (Gorwa, 2019). Social casino apps are representative of how platforms have been able to influence and shape even niche genres of digital leisure, but also the constraints and resistance to these techniques. In this paper, as a political economist of communication, I conduct a structural and critical analysis of the social casino industry, using institutional analysis as my methodology.