Discourse on Discord: a qualitative evaluation of social support provided on a live, online, and pseudonymous sports betting community

Gambling-related harms are a growing public health concern, particularly amid the rapid expansion of online sports betting. Young men, who comprise a large portion of online sports bettors, are especially vulnerable due to increased exposure, cultural normalization of gambling in sports, and reduced barriers to participation. While research has explored mutual help within online forums, limited work has examined how social support functions in real-time messaging platforms popular among young adults. This study addressed this gap by analyzing messages exchanged within a Discord channel dedicated to problem gambling, embedded in a larger sports betting community. Publicly available chat messages spanning four National Football League seasons were coded using Social Support Behavior Code and analyzed through qualitative content analysis. Informational support (e.g., advice, teaching) was most common and often grounded in personal experiences with gambling harm and recovery. Emotional support (e.g., empathy, encouragement) frequently occurred in messages expressing shared struggle, while esteem, network, and tangible support appeared less often but contributed to cohesion and sustained participation. Findings highlight how peer-driven support can organically emerge on instant messaging platforms, offering culturally relevant, low-barrier spaces for young adults at risk of gambling harm and emphasizing the need for research on their behavioral impact.