Abstract
This presentation highlights the inadequate enforcement of online gambling regulations in China's esports industry. Despite established guidelines, there is a lack of criminal or administrative penalties for online gambling related to esports, as demonstrated through three examples: esports teams accepting sponsorships from gambling companies, no punishment for players involved in match-fixing, and failure to prosecute an esports tycoon running a gambling house. The article suggests that cultural reframing strategies and the significant impact of esports on China's politics and economy might contribute to this lack of enforcement. Implications of unregulated online gambling in the Chinese esports industry are underscored.