Spanish Tipsters and the Millennial and Centennial Generations in the Scenario of a Pandemic

Open Access Journal | ISSN: 2183-2439

Article | Open Access

Spanish Tipsters and the Millennial and Centennial Generations in the Scenario of a Pandemic


  • Almudena Barrientos-Báez Faculty of Information Science, Complutense University of Madrid, Spain
  • Juan Enrique Gonzálvez-Vallés Faculty of Information Science, Complutense University of Madrid, Spain
  • José Daniel Barquero-Cabrero Research Department, ESERP Business & Law School, Spain
  • David Caldevilla-Domínguez Faculty of Information Science, Complutense University of Madrid, Spain


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Abstract:  The growth and popularization of sports betting have led to the emergence of a new type of influencer: Tipsters, people and betting houses who influence and advise through social networks on the bets they consider most profitable. Both agents are also content-generating, forming a particular ecosystem with a specific narrative. The research examines the narratives of both the personal and betting houses profiles that make up the category of tipsters and their impact on younger generations. It also takes an in-depth look at the content and languages used by tipsters on social media and what determines their success in terms of followers and interactions. The period and place analyzed is the year 2020 in Spain, because it allows observing the differences between the periods of free transit and the quarantine period caused by Covid-19. The selection of the studied profiles is based on the five most recommended profiles, according to 10 rankings in the sports betting sector. The results show how the tipsters’ narrative was adapted to the context of the pandemic to maintain interest during the quarantine and not lose its influence towards millennials and centennials. Especially relevant is the period after the quarantine, with long periods of stay at home by young people, where the narrative has iconic, symbolic, and linguistic elements typical of war periods.

Keywords:  centennial generation; gambling; generation Z; millennial generation; pandemic; social networks; tipsters

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DOI: https://doi.org/10.17645/mac.v10i1.4777


© Almudena Barrientos-Báez, Juan Enrique Gonzálvez-Vallés, José Daniel Barquero-Cabrero, David Caldevilla-Domínguez. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.