How can the gaming industry overcome the limitations of online marketing?


The Advertising Standards Agency (ASA) states that “gambling ads must not depict, condone, or encourage behavior that could result in financial, social, or emotional harm. This includes encouraging consumers to continue playing after a loss, implying that consumers can excel at poker without prior experience, and emphasizing the buzz consumers can feel while playing.

Many websites such as Lottoland supporting a healthy approach to gambling. Lottoland offers Britons the opportunity to bet on a wide range of international lotteries. Customers bet on the outcome of the official draw based on exactly the same prizes as the official lottery.

Being licensed in the UK means that Lottoland must adhere to a number of strictly controlled rules, including those relating to the safety of everyone who uses Lottoland.

The platform itself is regulated by the Gibraltar Gambling Commission and the United Kingdom Gambling Commission, and it is licensed by the Irish National Excise License Office. A very strict control is carried out to ensure the security of the processing of customer data and payments under its license conditions.

Social Media Barriers

The popularity of social media and video-sharing platforms makes it an obvious media channel for marketers looking to reach specific audiences – but the gaming industry is extremely limited in this area.

Age-restricted marketing communications cannot be targeted to the protected age category – in this case, those under 18 – “by choice of media or the context in which they appear”, according to the Committee on Advertising Practices (CAP).

In one-to-many media – when a single source provides information to multiple receivers, such as a television advertisement on a news program or magazine CAPs require marketers to apply a placement restriction if more than 25% of the media’s audience falls into the protected age category.

The rules have three key implications for different approaches to ad placement: no age-restricted ads should appear in or around media demonstrably aimed at the protected age category; where marketing communications are directed to audiences based on data held by the marketer, media platform and/or other third party, targeting measures should be employed to prevent the likelihood that individuals within the relevant protected age category does not receive them; and in one-to-many media, marketers should not place advertisements where children and young people are likely to represent more than 25% of the audience.

What does this mean for industries with age restrictions?

Restrictions on gambling content and social media advertising are there to prevent an increase in problem gambling, but what about reaching those who enjoy casual gambling as a hobby? Gaming businesses can increase the online awareness of their operation with:

  • Facebook advertising, which may be permitted with written consent
  • Google Ads
  • Create a unique and shareable personality for your business via social media
  • Collaboration with a charity

Remember that the primary message on social media shouldn’t just be about free games or the potential benefits of gambling: the goal should be to build awareness of your brand as a source of fun entertainment.

Maddyness, media partner of Lottoland

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