Imitation Games

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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 evolved into a globe-straddling behemoth, with extraordinary growth over the past decade