Online gambling is a widespread phenomenon. While most of the literature deals with problem gamblers, little attention is paid to nonproblem gamblers. Moreover, the lifestyles and contexts of gamblers are poorly investigated, although from a prevention and health promotion perspective, they assume strategic importance. This research aims to investigate how online gambling fits into nonproblem gamblers’ lifestyles, identifying the contexts and situations where they play, the motivations, and the attitudes and opinions about gambling. The results will be useful to identify specific online gambling risk and protective factors.

Qualitative research was conducted to explore the relationship between gambling habits, attitudes, motivations, relationships, and life contexts. Semi-structured online interviews were conducted with 14 at low-risk gamblers (PGSI < 8). A thematic analysis was conducted by two independent researchers. Six macro-themes were identified: gambling habits, social behaviors, control, motivations for gambling, representations, and online gambling’s peculiarities. One of the main findings is that online gambling seems to pervade the daily lives of the participants, although respondents struggle to identify themselves as “real gamblers”. Online gambling is usually shared, with friends and relatives. This social dimension, which tends to be seen as a protective factor, actually turns out, to be a critical aspect because it increases gambling opportunities. In addition, online gambling seems to foster a shift from social to individual gambling. Depending on gamblers’ behavior and lifestyle, three different gambler profiles were identified. These profiles could contribute to giving suggestions for tailored preventive interventions targeted specifically at low-risk online gamblers.