The Underground World of Influencer Trading Card Gambling or "Breaking"

Session Title

Poster session

Presentation Type

Poster Presentation

Start Date

27-5-2026 12:00 AM

Abstract

This research explores the emerging phenomenon of "breaking", a practice whereby people, often influencers or card shop owners, open trading card packs in front of a live audience, selling randomized or selected packs to their viewers. Using a netnographic approach, I investigate three major online communities "breakers" use to facilitate the breaking practice. Initial participant observation and data includes 200+ social media posts, 20+ hours of video, and significant participant observation in live channels. Preliminary findings suggest that the power of influencers combined with the gambling psychology of collectible trading cards create a highly persuasive environment where community members are socially celebrated and encouraged to continue to purchase or "gamble" in front of a large audience. Major themes include: community-seeking, peer-pressure, belonging, and parasocial relationships. These findings suggest that trading card "breaking" has some parallels with the emergence of sports betting, particularly the social aspect and involvement of influencers. The findings also suggest a glorification and valorization of consumer participation in gambling, particularly when influencers are opening packs in front of large audiences.

Author Bios

Brady is interested in the world of influencer marketing, especially when it comes to influencers endorsing "risky" or "morally ambiguous" products and services. The intersection between language and persuasion, especially in the context of celebrity or influencer endorsed products, is also a key interest. He also has a keen interest in gambling behaviours, especially in the realm of sports betting and in online environments (loot boxes in video games). Brady is supervised by Dr. Scott Radford.

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May 27th, 12:00 AM

The Underground World of Influencer Trading Card Gambling or "Breaking"

This research explores the emerging phenomenon of "breaking", a practice whereby people, often influencers or card shop owners, open trading card packs in front of a live audience, selling randomized or selected packs to their viewers. Using a netnographic approach, I investigate three major online communities "breakers" use to facilitate the breaking practice. Initial participant observation and data includes 200+ social media posts, 20+ hours of video, and significant participant observation in live channels. Preliminary findings suggest that the power of influencers combined with the gambling psychology of collectible trading cards create a highly persuasive environment where community members are socially celebrated and encouraged to continue to purchase or "gamble" in front of a large audience. Major themes include: community-seeking, peer-pressure, belonging, and parasocial relationships. These findings suggest that trading card "breaking" has some parallels with the emergence of sports betting, particularly the social aspect and involvement of influencers. The findings also suggest a glorification and valorization of consumer participation in gambling, particularly when influencers are opening packs in front of large audiences.