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Gambling companies spend £1.2 billion marketing online, five times more than on television ads

George Miller

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Gambling companies spend £1.2 billion marketing online, five times more than on television ads
Photo Source: performancein.com
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New financial analysis from respected gambling industry specialists Regulus Partners has estimated that the total spend by gambling companies on marketing has gone up by 56% since 2014, and has now hit £1.5bn.

Most marketing activity is now on the internet, with companies spending five times more online than on television.The new figures, derived from audited accounts of the top publicly listed operators and other available financial data for private and offshore companies, indicate the areas where gambling companies spent the most money on marketing in 2017:

• Direct online internet marketing costs – £747m, almost half (48%) of total gambling marketing spend

• Advertising through marketing ‘affiliates’ – websites, tipsters and publications who earn commission for generating new business for the gambling companies – £301m, nearly one fifth (19%) of total expenditure

• TV gambling advertising – £234m, just 15% of total gambling marketing spend

• Social media – £149m, more than tripling over three years, and 10% of total gambling marketing spend

• Sponsorship – £60m, double the amount spent in 2014 (£30m).

80% of all gambling marketing spend is now online. There has been significant debate about the amount of advertising by bookmakers, bingo websites and virtual casinos on television, but these figures shine a light onto the huge amount of money being spent promoting gambling on the internet. Detailed marketing expenditure is considered commercially confidential, so obtaining definitive figures is not possible. But Regulus Partners have applied similar techniques used by city analysts to generate estimates which will have strong credibility within the gambling industry, and clearly indicate the relative extent of online marketing activity.

Marc Etches, CEO of GambleAware said:

“Children are growing up in a very different world than their parents. The Gambling Commission reports that 59% of 11-16 year olds have seen gambling advertisements on social media, compared to 66% on television. One in eight 11 to 16 year olds follow gambling companies on social media, and they are three times more likely to spend money on gambling. Of those who have ever played online gambling-style games, 24% follow gambling companies online.Compared to other potentially harmful activities, the rate of gambling in the past week among young people is higher than the rates of drinking alcohol, smoking cigarettes and taking illegal drugs. This underlines the need to treat gambling as a public health issue.

The Regulus analysis shows that much more attention needs to be payed to the extent of gambling-related marketing online, and that internet companies and social media platforms must share in the responsibility to protect children, and to generally raise awareness of the nature of gambling, associated risks of harm, and where to go for help and advice if it is needed.”

An infographic summarising the financial analysis is here!

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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5Dimes Owner William Sean Creighton Found Dead in Costa Rica

Niji Narayan

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5Dimes Owner William Sean Creighton Found Dead in Costa Rica
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William Sean Creighton, the founder of online sportsbook 5Dimes, was found dead in Costa Rica. The cause of death has not been confirmed. Creighton, who was born in West Virginia, moved to Costa Rica and founded 5Dimes in 1999.

“We can confirm Costa Rican authorities identified the remains of a U.S. citizen in Costa Rica. We offer our sincerest condolences to the family on their loss. We are closely monitoring local authorities’ investigation into the cause of death,” a United States State Department spokesperson said.

Costa Rican officials said that Creighton was abducted last September and that his family received a $5 million ransom demand. Officials arrested 12 people in connection with his abduction in both Costa Rica and Spain in January. His body was found nearly three hours from where he was initially abducted.

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Soft2Bet celebrates its 3rd birthday!

George Miller

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Soft2Bet celebrates its 3rd birthday!
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Soft2Bet, а leading online gambling operator and software provider, announces third anniversary of the company’s founding.

Established by a few passionate industry veterans in September 2016, now Soft2Bet boasts a team of more than 200 dedicated employees spread in four international offices in key European centres – Kyiv, Sofia, Limassol, and Malta.

Known as a multi-brand company, three years ago Soft2Bet started with MalinaCasino, an online casino and sports brand. Then, by the end of 2016 BuranCasino and YoYoCasino were launched. Nowadays, the portfolio consists of 13 unique brands, the latest of which is called Nomini and went officially live just a few days before the company’s anniversary.

Soft2Bet is known for providing clients with an online casino experience that can be rarely seen anywhere else in the industry. At the beginning its brands were offering well-known casino games as well as sports betting options. Now, clients can play more than 2,500 games coming from industry leading providers. Sport fans can bet on thousands of pre-match and live events on over 30 types of sports including virtuals. Adding more verticals is on the roadmap of the company in the near future. But that is not all – some of the brands, the newest one, Nomini, for example incorporate a gamification technology that allows players not only to enjoy high-quality casino games but participate in ‘a game in the game’ – unlock achievements, collect special points, exchange them, earn prizes, and etc.

In terms of game providers, Soft2Bet brands are offering titles from top companies in the business as well as from trusted emerging iGaming software development studios. Working only with a few of them at the beginning, now Soft2Bet partners up with 44 key iGaming providers. Among the company’s partners are Play’N GoNetEntEvolution GamingAltenarPragmatic Play and Microgaming.

It is important to mention the two significant milestones reached during the last year – the acquisition of a licence from the Malta Gaming Authority and the BMM-certification that brings Soft2Bet one step closer to operating on the fruitful Swedish market. These are huge achievements that place the young company among the major online casino providers on the regulated European market!

Borish Chaikin, CEO of Soft2Bet comments: “We remain ambitious and hungry to improve further – to launch new products, incorporate the latest technologies, expand our geographical reach, introduce our brands to more people. We are at the right place now, and we wouldn’t be here without the continued support of our partners. I hope our growth during these three years has also helped them in the development of their own businesses as well. And as far as I can conclude from our mutual growth results – it is the case. We will continue to put all our efforts to evolve in the future and conquer new heights. A ‘thank you’ doesn’t sound enough, but we are thankful to all parties involved in our success story – from our business partners to our dedicated employees!”

A spectacular event with a circus show was organised on September 12 to celebrate the company’s third anniversary together with employees and valued partners.

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British Gate777 player wins €3.3M jackpot on NetEnt’s Mega Fortune

George Miller

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British Gate777 player wins €3.3M jackpot on NetEnt’s Mega Fortune
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Mega Fortune continues to deliver life-changing wins after a 50 cent bet generated a €3.3 million euro jackpot win.

A British player on Gate 777, operated by White Hat Gaming, bagged a whopping €3.3 million euros when hitting the jackpot on NetEnt’s Mega Fortune – after a bet of just 50 cents.

“We are thrilled that Mega Fortune has again created another instant multi-millionaire and delivered a life-changing win. Since their releases, Mega Fortune and its sibling titles have generated an astonishing 60 one-million-plus euro jackpots,” said Bryan Upton, NetEnt Director of Games.

NetEnt has a strong legacy with jackpot games, with classics like Mega Fortune, Mega Fortune Dreams, Arabian Nights and Hall of Gods. Lately, new jackpot games like Grand Spinn Superpot, Mercy of the Gods and Imperial Riches have been added to the offering.

“We know that the chance of hitting it real big is something that players really love. Therefore, we’ve made a push to add even more exciting jackpot games to our portfolio. Stay tuned for more innovation in this space from NetEnt,” added Upton.

Ronna Shilon, CEO at Gate777, said: “On behalf of everyone at Gate777, I extend huge congratulations to our big winner. We are beyond thrilled when our players have a fantastic experience with us and when they win. We work hard to bring them the best slot and table games the industry has to offer, and we look forward to seeing more and more winners on Gate777.”

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