Article continues below advertisementOn a Saturday night, thousands of fans will tune in to watch Drake stream himself making huge wagers with Stake, offering live giveaways and prizes.In another part of the world Lionel Messi appears in a polished ad campaign with his Argentina teammates, fronting a gambling operator's regional push.At the same time younger players are lining up Aviator - a fast-paced crash game made for the TikTok generation - while catching UFC highlights. These moments might seem unrelated, but they all point to the same trend.Gambling is no longer just about the games.