How Omaze and McDonald’s Monopoly Prize Draws Shape Young People’s Perception of Gambling

Over the past four years, the number of people seeking help for gambling addiction has almost doubled. This data was published by the organization GambleAware, emphasizing that under the guise of harmless raffles such as Omaze and McDonald’s Monopoly, a serious threat may be hidden. Why do large-scale marketing campaigns raise concerns among specialists, and can they become the first step towards developing gambling addiction among the younger generation?

What are Omaze and McDonald’s Monopoly?

Omaze is an online platform where participants make a donation in exchange for a chance to win a major prize, such as a house or a car. In the case of McDonald’s Monopoly, customers receive game stickers attached to product packaging, giving them a chance to instantly win a prize or participate in a further draw. Both campaigns reach millions thanks to large-scale advertising and the ease of participation.

An important feature of both initiatives is that, by law, they are not considered gambling. This is because, formally, participation does not require payment for a chance to win, although in reality, most players pay for products or make contributions.

Why Prize Draws Raise Concerns Among Specialists

Addiction specialists note that the mechanics of such prize draws are close to traditional gambling. In essence, each participant acquires a chance to win, although the probability of receiving a prize is minimal. “Gambling harm” arises—a set of negative consequences resulting from participation in such games. GambleAware experts compare these campaigns to a “trap for beginners”: initial interest can turn into a persistent need to experience excitement over and over again.

According to GambleAware representatives, many participants are unaware of the hidden risks. As the head of the organization, Zoe Osborne, notes, “such prize draws create the impression among young people that gambling is harmless, although the consequences can be quite tangible.”

Recent Research Data – How Big Is the Problem?

Current data from the research company YouGov, collected on behalf of GambleAware, allows us to assess the scale of the phenomenon. Among the key facts published in the fifth annual report, the following are highlighted:

• The number of adults seeking support for gambling problems has almost doubled: from 17% in 2020 to 30% in 2024. This is influenced by the growing popularity of online casinos, which attract millions of new players with a variety of interesting games and promotions. According to casinosbonusca.com, no deposit bonuses have become especially popular, making casinos even more successful. And while for most people gambling has become a way to have a good time, for some it has turned into a problem.
• According to experts, 27% of those participating in such prize draws are at risk of developing an addiction or face negative consequences.
• The proportion of adults showing signs of gambling addiction has increased from 2.4% in 2020 to 3.8% in 2024.

The research was conducted on a representative sample, but specialists emphasize: the real scale may be even higher, since some affected individuals do not seek help.

Vulnerability of Children and Youth

The impact of mass prize campaigns on children and adolescents is of particular concern. Young people tend to perceive prize draws as a form of entertainment, without realizing the potential harm. Bright packaging and promises of easy luck increase the appeal of these campaigns to this audience. In a number of messages received by support hotlines, parents noted that their children began to show interest in online lotteries after participating in promotional draws from well-known brands.

Can bright marketing campaigns become the first step towards addiction? This question remains open, but many specialists agree: early involvement increases the risk of developing a tolerance to gambling in the future.

The Position of Charitable Organizations and Regulatory Proposals

GambleAware and a number of other charitable organizations are actively calling for a review of the status of mass prize draws. Representatives insist on the need to increase awareness and conduct educational campaigns. As possible measures, the following are being discussed:

• Development of warning labels about risks on advertising materials
• Introduction of age restrictions for participation
• Legal refinement of definitions so that prize campaigns would be subject to regulation similar to gambling

As GambleAware representative Zoe Osborne notes, “society must receive transparent information about the risks, especially when it comes to children and young people.” Organizers of prize draws in most cases refer to full compliance with current legislation and point to the element of charity or free participation.

Why Regulation Remains a Controversial Issue

The legislation of the United Kingdom and a number of other countries does not classify Omaze and McDonald’s Monopoly as gambling due to the formal absence of payment for participation. Nevertheless, participation is often linked to the purchase of a product or making a contribution, which causes disputes among legal experts.

Regulation of such campaigns is complicated by the lack of clear terminology. The introduction of new restrictions may face resistance from businesses and spark a discussion about the boundaries of marketing freedom.

Comparison with Other Forms of Gambling

It is not easy to draw a line between prize draws and traditional forms of gambling. Classic lotteries and games such as roulette or bingo require a direct stake; in prize campaigns, participation is masked as purchases or charity.

However, according to lawyer Sarah Jones, who specializes in gambling law, “the mechanisms of involvement and psychological effects are largely similar, and the lack of formal status does not eliminate the potential danger.”

Recommendations from Specialists and Further Steps

Experts advise parents to closely monitor their children’s participation in promotional campaigns and to explain the difference between entertainment and gambling. Potential participants are advised to assess risks in advance and consciously control their spending.

Charitable organizations suggest using proven educational programs and expanding access to counseling services. Research and discussion on this topic continue, and the problem requires constant attention from both specialists and society.