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New Survey Shows Impact of Gambling Advertising on Customers

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New Survey Shows Impact of Gambling Advertising on Customers
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The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.

Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.

Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.

Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.

The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.

Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.

Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.

A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.

Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.

Free bets also led to 18.6% of viewers restarting gambling after taking a break.

Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.

Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.

The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.

These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.

Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.

Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).

The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.

The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.

Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.

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REEVO onboards Playson as platform partner

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REEVO, the B2B content and aggregation platform, will integrate Playson casino content to its expanding roster of platform partners.

Playson, one of the industry’s leading games providers, will add its portfolio of 85 omnichannel casino games to the REEVO platform enabling it to extend its distribution to REEVO operator partners who will gain access to an even more diverse content offering.

REEVO, alongside creating a growing list of proprietary games, is onboarding a rapidly accelerating range of the industry’s leading content suppliers to provide operator partners with a comprehensive selection of the most diverse suite of games – all through a single API integration.

Petra Maria Poola, Head of Sales, Reevo, said: “Playson have become a household name as one of the leading games providers in our industry in recent years so to add their content to our platform was a no-brainer, providing our operator partners with even more best-in-class titles.

“REEVO’s platform growth is phenomenal and we are building something special that brands will not want to miss out on and that will take their casinos to the next level.”

Tamas Kusztos, CCO at Playson, added: “We are delighted to partner with REEVO. Playson is always looking for exciting  partnerships to drive the expansion of our presence in a market, and the deal with REEVO underlines this direction perfectly.”

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Germany’s Best Employer 2023: GAMOMAT earns top place

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GAMOMAT, one of the leading independent software developers for slot games, was recognised at the “Germany’s Best Employers 2023” competition, held yesterday evening at the Flora Cologne ballroom.

Out of more than 900 participating companies of all sizes and sectors, GAMOMAT made it into the top 100 and achieved an outstanding 13th ranking. This achievement points to the strength of GAMOMAT’s value-oriented corporate culture and confirms the company’s continued success story.

The evaluation process for the “Germany’s Best Employers 2023” competition was voluntary and independent. GAMOMAT’s employees were surveyed anonymously, assessing important factors such as leadership, trust, recognition, support, care, cooperation, team spirit, and identification with the company. Additionally, the company’s management provided information about their personnel and management procedures and measures.

“Our philosophy of ‘Good Work’ is very important to us. The quality of communication and collaboration has the highest priority for us, especially because we’ve adopted a hybrid and highly flexible working model. In this respect, the excellent ranking achieved in ‘Germany’s Best Employer 2023’  competition showcases what is experienced at GAMOMAT everyday. It makes us proud as a team and gives us momentum for our current and upcoming projects,” said Dr Alexandra Krone, Managing Director of GAMOMAT Development GmbH after the event.

GAMOMAT’s competition standing highlights the company’s commitment to providing an exceptional workplace culture that values its employees. The company’s encouragement of respectful interactions and promoting a supportive work environment has led it to being known as one of the best employers in Germany. The recognition achieved by GAMOMAT provides momentum for the company’s current and upcoming projects, solidifying its reputation as a dynamic and successful organisation.

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IGT Signs Deal with Gift & Go

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International Game Technology PLC (IGT) has announced that it has signed an agreement with B2B gifting technology platform, Gift & Go. This relationship will provide casino operators who use the IGT ADVANTAGE casino management system the option to add Gift & Go’s on-demand gifting technology platform to their slot machines’ service window or secondary display via IGT’s M5 content management technology. When deployed, Gift & Go enables players to conveniently participate in promotional gift programs and collect an array of goods that are fulfilled via Amazon Business.

“IGT’s agreement with Gift & Go can provide incremental value to our IGT ADVANTAGE system customers by enabling players to get items from Amazon Business through casino loyalty club gifting programs. We view this as a great way to enhance our systems solutions offering while helping our customers reduce product storage demands, labor requirements and capital allocations through a convenient and modern experience for their guests,” said Ryan Reddy, IGT SVP Global Video Poker, VLT, Systems and Payments.

“Through our agreement with IGT, Gift & Go can integrate with the widely deployed IGT ADVANTAGE casino management system and help a diverse spectrum of casino operators significantly enhance their loyalty and continuity club gifting programs, which can help increase revenue and reduce player walk rate. The proven Gift & Go platform helps casino operators maximize player retention and replace legacy processes with automation, personalization and convenience that players genuinely appreciate,” said Jon Reuben, Gift & Go Co-CEO.

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