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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
Reading Time: 2 minutes

 

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!

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Industry News

Playtech Joins All-in Diversity Project

Niji Narayan

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Playtech Joins All-in Diversity Project
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Playtech has announced that it has signed up to the All-In Diversity project – an industry-driven initiative to benchmark diversity, equality and inclusion for the global betting and gaming sector. The move comes as part of Playtech’s global sustainability strategy, Sustainable Success.

Sustainable Success is Playtech’s strategy for growing the business in a way that has a positive impact on its people, its communities, the environment and the industry.

“We are delighted to partner with All-In Diversity to help champion diversity and inclusion at Playtech, as well as within our sector. As the leading technology supplier in the industry, it is imperative to our success that we are able to lead the industry in building a sustainable, commercially viable, entertainment first industry — for the benefit of all. Partnering with the All-In Diversity Project will play an important role in supporting our efforts to promote an inclusive culture and accelerate progress on every aspect of diversity within the organisation,” Shimon Akad, Chief Operating Offer at Playtech, said.

“Playtech’s timing could not be better. As we continue to grow and align our work with the needs of the industry, having the support of established industry leaders is key to driving impactful change. This together with their commitment to the Project we are very much looking forward to their commitment and good work we can accomplish with their support,” Kelly Kehn, Co-Founder of All-in Diversity Project, said.

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Industry News

GIG to Launch Two Online Casino Review Sites in the Netherlands

Niji Narayan

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GIG to Launch Two Online Casino Review Sites in the Netherlands
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Gaming Innovations Group (GIG) is planning to launch two Dutch language Online Casino review sites in the Netherlands in October.

Expectations are high for both TopCasinoBonus.com and CasinoTopsOnline.com to deliver high-quality content to players, featuring trustworthy and accurate reviews on Online Casinos, bonuses and online games.

Both websites will be in line with the new Dutch gambling regulations. Once the Dutch iGaming market has re-opened, players will find reliable top-notch reviews of Online Casinos legally operating in the Netherlands, as well as information on the best casino bonuses available and tips on how to gamble responsibly and safely.

TopCasinoBonus.com was a successful Dutch website until the market closed in 2017. Now that the Dutch market will open again for online gambling, the website will be relaunched together with a Dutch version of the GiG flagship site CasinoTopsOnline.com in October 2021.

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Industry News

Lucky Player Wins €6.5 Million Jackpot on Microgaming’s Mega Moolah

Niji Narayan

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Lucky Player Wins €6.5 Million Jackpot on Microgaming’s Mega Moolah
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A lucky player has won a mega jackpot of €6,597,136.10 on Microgaming’s immensely popular Mega Moolah Slot. This marks the fifth win of seven figures or more on Microgaming’s progressive jackpot network this year and the hundredth in its history.

Playing the classic Mega Moolah slot at Optibet.com, the winning player struck the massive prize on June 4. This latest Mega Moolah win comes just weeks after the legendary jackpot paid out a record-breaking €19.4 million win on Absolootly Mad: Mega Moolah.

Microgaming’s progressive jackpot network has now paid out more the €1.4 billion to date, with over €103 million awarded across all jackpots, tiers and games so far in 2021.

“I’m delighted to see another big jackpot win so soon after Mega Moolah dropped for €19.4 million in April. My congratulations go to Optibet and their player on this brilliant win. This is something of a milestone for Microgaming, being the 100th euro millionaire made on our progressive jackpot network,” John Coleman, CEO at Microgaming, said.

“We were thrilled to hear the news that one of our players had struck the Mega jackpot on the legendary Mega Moolah. Not only was it the first Mega jackpot to be hit at Optibet.com, but it’s also a tremendous multi-million-euro prize!” Chris Davis, CPO at Optibet, said.

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