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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

Stakelogic launches it’s latest innovation: Super Stake

George Miller

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Stakelogic launches it's latest innovation: Super Stake
Reading Time: 2 minutes

 

Players place side bet to double their stake and enable an additional feature that delivers an insanely high payout within a set number of spins.

Super Stake is the latest online slot innovation that was developed and launched by the popular game studio, Stakelogic.

Super Stake allows players to place a side bet which effectively doubles their stake. By doing so, an additional feature is enabled that delivers an insanely high pay-out once in every 35 or so spins.

Here is an example of how it works:
The player stakes £1 per spin and activates Super Stake, so a side bet of £1 is also placed. The player is effectively wagering on two separate games – the base game and the feature game.

When the Super Stake feature is triggered, it will trigger one of the game’s bonus features to deliver incredibly large prize pay-outs. In The Expendables MegawaysTM, for example, when the Super Stake feature is triggered, 175 Wild symbols land across all five reels or all royals will be removed from the reels.

Super Stake will be rolled out across the following Stakelogic slots:

  • The Expendables MegawaysTM
  • Gods of Death
  • Dragons and Magic
  • Runner Runner MegawaysTM

Stakelogic has built a reputation for developing game-changing features, including Quattro which allows players to play up to four games simultaneously. This innovative approach to slot development, plus the striking design and complex math used in its games, has allowed Stakelogic to stand out from its rivals.

Stephan van den OetelaarCEO of Stakelogic, said: “Super Stake is another ground-breaking slot feature from Stakelogic and we believe it will be an absolute game changer for operators and players.

Super Stake takes the excitement and anticipation of playing online slots to the next level, with the players waiting for that monster win to land at any moment.

We believe it will be hugely popular with players and will ultimately drive play time on our titles, boosting revenues for our operator partners.”

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Industry News

GPA Calls on GAA to Ban Gambling Ads During Live Matches

Niji Narayan

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GPA Calls on GAA to Ban Gambling Ads During Live Matches
Reading Time: < 1 minute

 

The Gaelic Players Association (GPA) has called on the Gaelic Athletic Association (GAA) to ban gambling ads during live matches.

The GPA has made formal contact with Croke Park on the issue and says “the GAA would become the first sporting organisation in the world to take such a step” if it were to back the proposal.

The GPA is seeking that no gambling advertisements be broadcast in commercial breaks during live coverage of Gaelic games and though it is questionable whether the GAA would be able to dictate to broadcasters on a matter such as this, the GPA believes the governing body would have enough heft to do so.

A GPA statement read: “Gambling promotion during GAA games presents a heightened risk to the welfare of all members of the GAA but particularly children and those most vulnerable to the perils of this destructive addiction.

“The proliferation of online betting and the availability of betting advertising around Gaelic Games has helped develop a worrying cultural issue with gambling in the GAA.

“We believe that the GAA, through its relationships with its broadcast partners, has the ability to prevent the broadcast of gambling ads during matches.

“Removing this intrinsic link between inter-county games and betting advertising reduces the risk of vulnerable members of the association developing issues with problem gambling.”

“We’re urging all delegates to support the views of the players at Congress and will share this information with them ahead of the weekend,” Paul Flynn, chief executive of GPA, said.

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Industry News

A new German gambling comparison website is offering to refund players if they do not get paid by online casinos

George Miller

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A new German gambling comparison website is offering to refund players if they do not get paid by online casinos
Casinos.de only works with trusted operators and offers a refund to players if their cash is withheld by a recommended casino for no good reason.
Reading Time: 2 minutes

 

The Casinos.de site is offering this first-of-a-kind “deposit guarantee” in an effort to become an established brand and authority in the German market.

The site, whose domain was purchased for a six-figure sum, offers comparisons between casinos that are trusted operators and which have been carefully vetted for reliability and quality of service.

If a player does not receive their winnings from a recommended casino and there is no good reason for withholding the cash, then up to €500 from their first deposit will be refunded by Casinos.de

The website offers expert guides to playing online and helps people choose an online casino based on factors such as region, preferred deposit method, or by a favourite game.

Casinos.de is owned by Blexr, a performance marketing company based in Malta and Barcelona, which specialises in lead generation. It invested €450,000 to obtain this domain name in an effort to build a web property with integrity for the German market.

Blexr’s co-founder Paudie O’Reilly said offering a guarantee over player deposits was a “very unique approach to the market and the first of its kind”.

He added: “Given the need for trust amongst our users, we are saying to German players that we will put our money where our mouth is.

“If for some reason you do not get treated as you should at a casino we recommend, we’ll give you your money back. We are that confident in our offering that we can commit to this deal and follow through with our promise.”

The site launched in January and Mr O’Reilly said it was the first step towards claiming a majority share of the German market.

“We created www.casinos.de to give a sense of security to German players who really value a trustworthy name.

“They tend to be very data and computer savvy and show concerns about the legitimacy of websites. We knew upon entering the market that we would need to offer German users something that contained premium qualities, along with trust and legitimacy.”

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