If you’re looking for a casino online platform, you want to join a site that offers all the tools you need to implement your ideas. With more companies coming up, the competition in this space has become fierce, with minimal product differentiation. So, many companies have embraced marketing tactics that push the boundaries of what could be considered responsible. The companies do this in a bid to stand out from their competitors and claim a share of the growing online slot machine industry.
Some of the tactics online sports gambling platforms are using include providing different payment options. You can find casino Paysafecard platforms with instant deposits and withdrawals. In their advertising, the casino platforms emphasize these features to attract users to their product. Some even provide tips on how to win to assist new punters entering the industry.
While marketing is a part of the gambling business, it’s important to understand how it can shape the gambling habits of the target audience. The results from this review will determine whether a company is using methods that would be considered responsible.
The link between online gambling and risky gambling has gotten attention in academic literature. The ease of play and accessibility of online gambling makes it attractive to people with a history of betting addiction. Research has demonstrated a strong link between gambling online and problem gambling, with numbers showing 30% to 66% of gamblers admitting they had a gambling problem. One of the ways to minimize this effect is through proper marketing that does not encourage problem gambling.
Integration of safer gambling messaging in marketing campaigns
Igaming is among those areas that are well-regulated. Many governing bodies and advertising agencies have introduced strict regulations and guidelines that ensure all content put out by online gambling platforms is of the highest standard. If you’re making marketing content for igaming, you must stay within the rules to avoid severe penalties.
Responsible marketing is necessary as campaigns are often what drive traffic and conversions for betting sites. They use different methods to encourage new players to sign up and also target existing ones through extra bonuses. All this is marketing. Therefore, there must be a level of responsibility to scrutinize the marketing process and ensure campaigns don’t target demographics that are not suited for such activities.
Some players would be considered high-risk, as they’re likely to be more affected when it comes to gambling. When planning a marketing campaign, you must keep in mind all factors to ensure you not only adhere to regulations, but also maintain some level of responsibility while being effective. Successfully staying within recommended guidelines helps an operator to create interesting marketing campaigns that don’t put the vulnerable at a risk.
How to differentiate between players at risk and VIPs
As an operator, it’s also necessary to differentiate VIPs and those at a higher risk. At first, this may not be easy as at-risk players have spending habits that can be similar to those of VIP customers that bet safely within their means.
Both of these groups often make large deposits, more than average players, but their reasons may not be the same. For example, the VIP player could be investing large amounts to meet a threshold that helps them maintain their status. Also, they could be working under a high-roller playing style, in which one deposits more with an aim of betting and potentially winning a big amount. While the VIP players deposit more, they’re often within their means.
However, there’s a big difference in how players at risk will deposit. Whenever at-risk players deposit large amounts, it’s often because they’re trying to get back what they already lost. This is what can be called revenge betting, and it ends in a worse result. Unlike VIP players who stay within their means, at-risk players might use money they don’t have.
So, being an operator, it’s vital that you recognize these different categories of players. This is important as you would tailor your marketing campaigns to target the right audiences and avoid the ambiguity that might convince at-risk players they can behave in the same manner as VIPs. In addition, there should be support for interesting deals that are tailored for safe players, while taking care not to include players classified as vulnerable.
Instead of offering deals that could be interpreted as helping them out of a predicament, as an online sports betting site, you should lay emphasis on providing resources that players can use to address issues they face with gambling.
Create Bespoke Safer Campaigns
With this intention, the operator will invest in investigating how they can design safer gambling campaigns. Marketers can find ways to promote safer gambling even through their campaigns. For example, some of the largest online sports gambling companies include a safer gambling message within the campaign. William Hill includes a 20% portion of its TV coverage with a message on safer gambling.
As a brand and an affiliate, it’s important to have measures set in place. This includes social media creatives and the materials shared online. To create the right messaging, follow the “Take Time to Think” approach. Also, structure messaging following the BeGambleAware.org recommendations. Companies need to also offer safer gambling hubs, which will direct players with a problem.
The importance of promoting safe gambling habits goes beyond brands. As an affiliate marketer, you also must understand the targets or goals for safe gambling that companies set out. So, when you create a campaign, as an affiliate, you should promote the brand in a compliant way that aligns with safer gambling regulations, as the operators would do themselves.
There are different resources for safer gambling that you will find online, but marketers still need to provide a clear path for problem gamblers to find these resources. Many big brands in the UK have worked with the Betting and Gaming Council (BGC) to develop safer gambling checks and commitments. With these resources, plus those available from self-exclusion tools like Gamstop, affiliates and marketers have what they need to provide campaigns that focus on safer gambling. In these campaigns, they’re able to reach players without encouraging risky gambling behavior.
Demographic Targeting
Many factors go into designing a fantastic marketing campaign. Demographic targeting is one of those important factors you might want to consider to ensure your message is delivered to the right audience. Many sports gambling operators and watchdogs in the industry are concerned about the influx of young gamblers, most of whom are potentially vulnerable. Another problem is minors entering the industry and engaging in risky gaming activity.
Often, these vulnerable groups are lured by the wrong marketing campaigns as they’re promised impressive returns with little risk. Marketing content must be age-appropriate, so every marketer should ensure their materials meet the required standards. When it comes to affiliate marketing, it’s also important for affiliates to partner with creatives.
Also, they need to check that the information included matches the criteria provided by the gambling operator. CTAs for safer gambling should be present on any marketing material. In addition, the support they receive from affiliate managers and brands should help them understand the dos and don’ts of good advertising that not only attracts customers, but also encourages safer gambling behavior.
One of the channels that require restrictions for gambling advertising is YouTube, so brands and operators must ensure videos shared on the platform are age-restricted to users above the age of 18. Through this, the age restrictions remain in place even when the videos are shared on other platforms.
Besides, there is talk on whether it’s ideal to treat marketing materials and gambling content the same way alcohol advertisements are handled. This means raising thresholds, so the advertisements only target customers above the age of 25. Those younger and more vulnerable would be excluded from the campaigns. This attempt, together with age verification checks at affiliate sites and online gambling platforms, will reduce the number of young users who see and engage with gambling messaging.
Advertising and Gambling Triggers
The Mental Health Foundation, a UK charity, found that there are five key motivations and triggers that lead people to gamble. These include the adrenaline and excitement achieved from gambling, the competitive element of trying to beat the bookies and other players, escaping from stress and anxieties, the thrill of risk-taking, and trying to solve financial problems. Also, there are supplementary gambling triggers, which include the “high society” image presented by gambling companies, in which they make it appear gambling is a social activity. Some players are also inspired by the desire to hit that big win.
Marketing is a key ingredient in the online gambling scene. Many gambling operators work with affiliates and create messaging that targets different demographics. While the intention is to have more customers sign up and deposit, if this is not regulated it could lead to misleading advertising. It’s vital for companies to embrace the requirements of gambling regulations, including tailoring content for age appropriateness.
