COMMUNICATION AND TECHNOLOGY: TIPSTERS COMMUNICATION THROUGH SOCIAL MEDIA: CASE OF JUAN GAYÁ

Abstract

The aim of this final degree project is to investigate the world of online gambling through the use of
new information technologies to reach especially the young audience, since the gaming sector has
traditionally been aimed at a more mature audience. The profile of the typical player will be defined,
as well as the consequences that the habit of the game entails and how it affects our society.
Reference will be made to a necessary change in the current Gambling Law, since it is not adapted
to the conditions of the new digital age. The new figure of the tipster or also known as influencers of
the game, their modus operandi and marketing strategies will be announced. Different profiles of the
best-rated tipsters in Spain will be studied, putting the spotlight on Juan Gayá, the most recognized
and valued in the country. Therefore, this work aims to publicize a new figure that serves as a
marketing strategy for large bookmakers, which will also allow them to improve their image and user
experience, personalizing the message as much as possible to reach new audiences and positioning
online gambling as a lifestyle that every young person aspires to.