Youth, Poker Facebook: Another Case of Candy Cigarettes?

280 Pages·2016·3.87 MB·English

Youth, Poker and Facebook: Another Case of Candy Cigarettes?
by
Jennifer Reynolds
A thesis submitted in conformity with the requirements
for the degree of Doctor of Philosophy
Dalla Lana School of Public Health
University of Toronto
© Copyright by Jennifer Reynolds 2016
Youth, Poker and Facebook: Another Case of Candy Cigarettes?
Jennifer Reynolds
Doctor of Philosophy
Dalla Lana School of Public Health
University of Toronto
2016
Abstract
A surge of unregulated gambling opportunities, referred to as social network gambling
has emerged on social media platforms such as Facebook. This dissertation is a critical
examination of social network gambling, more specifically, a virtual ethnographic case study,
focusing on Zynga Poker (ZP). Through a two-phase qualitative research study, the aim was to:
1) examine the intentions of the game application and the influences of the ZP game design that
youth are exposed to while playing; 2) explore the various perspectives of key stakeholders; and
3) investigate youths’ (aged 18–24 years) lived experiences of poker play on Facebook, to
understand what motivates them to play, and how they perceive their participation.
My study is rooted in self-determination theory (Deci & Ryan, 1985), Goffman’s frame
analysis (1986), and the social networking theory of homophily (McPherson, Smith & Cook,
2001). Data were collected through personally participating in ZP, and interviews conducted
with 15 key industry stakeholders and 15 youth (aged 18-24).
Results found that social game developers are designing and framing social network
gambling games as a harmless form of entertainment, shielded from regulation that accompanies
a legal distinction of gambling. Further, results indicate three motivation themes as to why youth
play ZP: 1) a way to relax and escape boredom; 2) to connect socially; and 3) to satisfy their
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desire for competitive gameplay. Youth perceive that under certain circumstances, ZP is a form
of lower-stakes gambling and a potential training ground to develop the skills and confidence to
migrate over to real money gambling on professional sites.
Based on the analysis, this dissertation presents a Public Health Framework and Spectrum
Model of Social Network Gaming/Gambling that emphasize dissolution of the dualism that
currently exists between gambling and gaming. The Spectrum Model focuses on six dimensions:
money, competitiveness, training environment, temporality, chasing losses, and rituals. The
model illustrates the transitory and fluid nature of social gambling gameplay at the individual
level, ranging from healthy to problematic.
This study provides new understandings and warnings as we move forward to
comprehend the possible benefits and unintended consequences of these gambling opportunities.
The findings have particular implications for the protection and prevention of gambling-related
harms to vulnerable populations, such as youth.

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Acknowledgements

،تم لأ ت ،تمل عت ف تري غت ف
I suffered, I learned, I changed
Undertaking and completing a dissertation not only challenged me in a multitude of
ways, but ultimately changed who I am. However, this experience would not have been possible
without the help, support, and encouragement from many people. First and foremost, I would
like to thank the key stakeholders and youth that agreed to be interviewed. Their willingness to
share their wisdom and personal experiences helped shape a rich understanding of social network
gambling games.
This research received funding from a number of different sources, without which it
would not have been possible. I would like to thank the Ontario Problem Gambling Research
Centre (OPGRC) and Gambling Research and Exchange Ontario (GREO) for financially
supporting me through various grants and fellowships over the years. Further, a special thank-
you goes to Dr. David Shaw, whose kindness, generosity, and unwavering belief in the need for
gambling research, was instrumental in allowing me to conduct my study and finish the program.
Writing a dissertation can be an isolating undertaking, and in my case, one that lasted
many years. Given my long doctoral journey, it is hard to articulate how much I appreciate my
advisor and committee members for their patience, time, and encouragement. First to my thesis
advisor, Dean Harvey Skinner. I am grateful for your wisdom and experience, especially in those
moments of much needed advice and guidance. You were able to help direct me where I needed
to go, even when I may not have been able to see it myself. In the end, you helped me achieve a
dissertation in line with my passion and experience – and for that, I am truly grateful. Our
‘breakfast club’ meetings will be missed.
To my committee memebers Dr’s Cameron Norman and Brenda Gladstone. You helped
me rise to the challenge and gave me the flexibility and ongoing support needed to help me
succeed. Cameron, we’ve been on a quite a journey together over the years. Your passion and
knowledge about systems thinking and social media inspired and pushed me to think differently.
I am grateful for the many thought-provoking discussions over coffee and look forward to
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continuing that tradition. Brenda, you may have joined my committee in the final stages, but I
owe you many thanks. Your support and feedback can be witnessed throughout my thesis. My
sincere gratitude for gently pushing me to continue to think deeper within the data analysis and
interpretation. I could not have asked for a better qualitative mentor.
I have an immense debt of gratitude to Dr. David Korn. Our 12 year journey together has
been inspiring and life-changing. David, you introduced me to the world of gambling prevention
and research. Your mentorship and friendship provided the flexibility and ideal space for me to
embark on this doctoral journey. Working with you and learning from you has been a
transforming experience.
I am deeply thankful to all of my family for their love and support over the years. To my
mom, Nancy, sister, Lisa and Chris - this dissertation is the answer to your ongoing question,
“When will you be done?”. I am so happy to finally celebrate with you! Your support and
patience made all the difference. Also, I would not be the person I am today had I not been
surrounded by a fantastic group of fellow PhD students and close friends. I am grateful to Louise
Smith, Clara Yee, Arif Jetha, Katia De Pinho Campos, Subha Ramanathan, and Hema Ramsingh.
In particular, I must give a special thank you to Manuela Ferrari. There are not enough words to
fully convey how much you mean to me and how indebted I am for your friendship and support.
You picked me up when I was down and shared in my joys. You pushed me when I needed to be
pushed, and took me out for wine when I needed to escape. Thank you for being such an
incredible friend!
Finally, I am grateful for the support and patience I received from my partner Firas. He
lived with me during the final years of this journey and bore the brunt of my exhaustion,
frustration, and self-doubt. Without your love and giving me the space, finishing this undertaking
would not have been possible and for that, I am eternally grateful.

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Table of Contents
Acknowledgements ...................................................................................................................... iv
Table of Contents ......................................................................................................................... vi
List of Tables ............................................................................................................................... xii
List of Figures ............................................................................................................................. xiii
Glossary of Terms ....................................................................................................................... xv
List of Appendices .................................................................................................................... xviii
Prologue: Candy Cigarettes ......................................................................................................... 1
Chapter 1: Introduction. .............................................................................................................. 2
1.1 Background ......................................................................................................................... 2
1.2 Gambling as a Public Health Issue ..................................................................................... 5
1.2.1 Public Health Gambling Conceptual Framework ................................................... 5
1.2.2 Youth Gambling as a Public Health Concern ......................................................... 7
1.3 The Research Problem ........................................................................................................ 8
1.4 Purpose of the Study ......................................................................................................... 13
1.5 Preface: Moving Forward ................................................................................................. 14
1.6 Organization of the Thesis ................................................................................................ 15
1.7 My Position and Assumptions Within this Study ............................................................. 16
Chapter 2: Gaming Versus Gambling ...................................................................................... 19
2.1 What is Gaming? ............................................................................................................... 19
2.1.1 Definitions ............................................................................................................. 19
2.1.2 Epidemiology: Youth Gaming .............................................................................. 22
2.1.3 Online Game Design ............................................................................................. 24
2.2 What is Gambling? .......................................................................................................... 25
2.2.1 Definitions ............................................................................................................. 25
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2.2.2 Epidemiology: Youth Gambling ........................................................................... 28
2.2.3 Internet Gambling ................................................................................................. 31
2.2.4 Internet Poker ........................................................................................................ 33
2.3 Summary and Gaps in the Gaming and Gambling Literature ........................................... 36
3 Chapter 3: Facebook and Social Network Games/Gambling ............................................ 38
3.1 Social Networking Sites - Facebook ................................................................................. 38
3.2 Free-to-Play (F2P) Social Network Games ...................................................................... 40
3.2.1 Free-to-Play (F2P) Revenue Model ...................................................................... 42
3.3 Free-to-Play (F2P) Social Network Gambling ................................................................. 45
3.4 Convergence Between Social Network Games and Gambling ......................................... 48
3.5 Summary and Gaps in the Social Network Gambling Literature ..................................... 50
4 Chapter 4: Theoretical Underpinnings ............................................................................... 52
4.1 Theoretical Positioning ..................................................................................................... 53
4.1.1 Self-Determination Theory ................................................................................... 53
4.1.2 Erving Goffman’s Frame Analysis ....................................................................... 56
4.1.3 Social Networking Theory of Homophily ............................................................ 58
4.2 Research Questions and Objectives .................................................................................. 60
4.2.1 Phase One Research Questions and Objective ...................................................... 61
4.2.2 Phase Two Research Questions and Objective ..................................................... 61
5 Chapter 5: Research Design and Methods .......................................................................... 62
5.1 Methodology of Enquiry: Virtual Ethnographic Case Study ............................................ 62
5.2 The Ethnographic Case – Zynga Poker (ZP) .................................................................... 64
5.2.1 Market Share ......................................................................................................... 65
5.2.2 Free-to-Play (F2P) Business Model ...................................................................... 66
5.2.3 Zynga Poker Application ...................................................................................... 66

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5.3 Research Study .................................................................................................................. 69
5.4 Phase One: Data Set .......................................................................................................... 70
5.5 Phase Two: Data Set ......................................................................................................... 72
5.5.1 Key Stakeholder Interviews ................................................................................. 76
5.5.1.1 Sampling Strategies .............................................................................. 76
5.5.2 Youth Interviews ................................................................................................... 77
5.5.2.1 Sampling Strategies .............................................................................. 78
5.6 Data Management ............................................................................................................. 78
5.7 Analytic Strategies ............................................................................................................ 79
5.7.1 Situational Analysis of Visual Discourses ............................................................ 79
5.7.2 Thematic Analysis ................................................................................................ 81
5.7.3 Interactional Analysis: 5-Step Player Journey Framework .................................. 83
5.8 Analytic Memos ................................................................................................................ 86
5.9 Ethical Considerations ...................................................................................................... 89
5.10 Trustworthiness ................................................................................................................. 89
5.10.1 Originality ............................................................................................................. 90
5.10.2 Credibility ............................................................................................................. 90
5.10.3 Resonance ............................................................................................................. 90
5.10.4 Usefulness ............................................................................................................. 91
5.11 Representing Qualitative Data .......................................................................................... 91
6 Chapter 6: Phase One Findings – Framing the Landscape ............................................. 92
6.1 Discourses of Social Connection, Harmlessness, Empowerment, and Virtual
Consumerism .................................................................................................................... 93
6.1.1 The Social Connection Discourse ......................................................................... 93
6.1.2 The Harmlessness Discourse ................................................................................ 97
6.1.3 The Empowerment Discourse ............................................................................. 100
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6.1.4 The Virtual Consumerism Discourse .................................................................. 102
6.2 Interactional Analysis: 5-Step Player Journey Framework ............................................ 106
6.2.1 Player Insight ..................................................................................................... 106
6.2.2 Motivation .......................................................................................................... 110
6.2.3 Lifecycle ............................................................................................................ 111
6.2.3.1 Beginner Onboarding .......................................................................... 111
6.2.3.2 Habit-Building .................................................................................... 113
6.2.3.3 Mastery for Experts ............................................................................. 118
6.2.4 Progress .............................................................................................................. 118
6.2.5 Loops .................................................................................................................. 120
6.3 Conclusion ...................................................................................................................... 121
7 Chapter 7: Phase Two Findings – Key Stakeholder Interviews ...................................... 123
7.1 What is Going on Here? .................................................................................................. 123
7.1.1 Legal-Based Frame ............................................................................................. 124
7.1.2 Experiential Frame .............................................................................................. 125
7.2 Implications ..................................................................................................................... 127
7.2.1 Confusion ............................................................................................................ 127
7.2.2 Regulation ........................................................................................................... 130
7.3 Concerns ......................................................................................................................... 131
7.3.1 Migration to Real-Money Poker ......................................................................... 132
7.3.2 Loss of Time ....................................................................................................... 134
7.4 Conclusion ...................................................................................................................... 135
8 Chapter 8: Phase Two Findings – Lived Experiences of Youth Poker Play................... 137
8.1 Lived Experiences of Youths’ ZP Gameplay ................................................................. 137
8.1.1 The Initiation of Poker Play ................................................................................ 138
8.1.2 Getting Lost in Poker Play .................................................................................. 139
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8.1.3 Currency of Poker Play ....................................................................................... 142
8.1.3.1 Accumulating Chips ............................................................................ 143
8.1.3.2 Purchasing Chips ................................................................................ 148
8.1.4 In Pursuit of Winning – Emotional and Cognitive Aspects of Poker Play ......... 150
8.1.5 Inviting Luck ....................................................................................................... 154
8.2 Why Youth Play Poker on Facebook .............................................................................. 155
8.2.1 Escapism ............................................................................................................. 155
8.2.2 Sociality .............................................................................................................. 157
8.2.3 Competition, Training, and Strategic Advantage ............................................... 159
8.3 Migration From ZP Over to Real-Money Gambling ...................................................... 164
8.4 Conclusion ...................................................................................................................... 166
9 Chapter 9: Framing Youth Poker on Facebook: A Spectrum Model ............................. 167
9.1 Youths’ Perceptions of Their ZP Gameplay ................................................................... 168
9.1.1 “Gambling Lite” .................................................................................................. 168
9.1.2 For Me It’s a Game, but Not for Others… .......................................................... 171
9.2 Facebook Influences on Youths’ ZP Framing and Behaviour ........................................ 174
9.3 A Public Health Framework and the Spectrum Model of Social Network
Gaming/Gambling ........................................................................................................... 176
9.4 Reflections ...................................................................................................................... 180
9.5 Conclusion ...................................................................................................................... 184
10 Chapter 10: Discussion ........................................................................................................ 185
10.1 ‘Money’ and ‘Chasing’ ................................................................................................... 186
10.2 ‘Competition’ and ‘Training’ – What is Going on Here? ............................................. 190
10.3 ‘Temporality’ ................................................................................................................. 193
10.4 ‘Lucky Rituals’ .............................................................................................................. 196
10.5 Implications ................................................................................................................... 197
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