One of the most interesting psychological ploys used by some online gambling operators is the use of ‘bogus’ players and their testimonials. This appears to be a common practice used by some of the industry to generate hype about their sites. People are ‘disguised’ as unbiased players who then rave about particular online gambling sites in online player forums.
There has been a lot of psychological research under what circumstances information like this is taken on board or disregarded. There is a long established theory that has highlighted the most effective way of getting a message across. Most importantly, the information source needs to be credible (the important features of credibility being expertise and trustworthiness).
Identifying yourself as an “online gambler” means that you are more likely to treat someone else that is part of your ‘in group’ as trustworthy. Psychologists have highlighted that source credibility in this situation can be effective for two reasons. The first is that it leads to the processing of information in a half-mindless state - either because the person is not motivated to think, don't have the time to consider, or lack the abilities to understand the issues. Secondly, source credibility can stop questioning ("if other punters think it’s a good site, then it must be alright").