We live in an era dominated by digital media and evolving marketing strategies. The online gaming industry has made its mark with innovative approaches to attract and engage audiences. It started with the glitzy billboards adorning the iconic Las Vegas Strip. The story goes on with captivating online campaigns that lure players from their screens. Gambling marketing strategies have become an integral part of the industry’s growth. Today, we embark on a journey to explore the perspective of gambling ads in regulated jurisdictions.

Canada

Home to the Kahnawake Commission, Canada recently allowed its citizens to gamble online. Today, two dozen online gambling sites run from Ontario. The provincial regulator is the Alcohol and Gaming Commission of Ontario. This Commission established a subsidiary to watch gambling platforms. Thus, iGaming Ontario is here to regulate and post gambling advertising restrictions. The regulatory body ensures casinos and sportsbooks promote trustworthy and accurate info. Ads have to represent online gaming activities’ odds, risks, and potential rewards. They should not promote excessive gambling or depict gaming as a guaranteed way to achieve success or happiness.

The advent of online casinos in Canada goes in the late 1990s and early 2000s. The Internet began revolutionizing various industries. So, the first gambling advertisements appeared about twenty years ago. Modern Canadian online casino sites have seen significant growth and popularity. They emulated the real-life casino experience, allowing players to win cash by playing their favorite games. Brand operators soon realized potential massive earnings. Thus, they increased the number of ads circulating in the media sphere.

Canada was always the front-running country. Leading Canadian experts studied how gambling operators advertise their products. The new industry share comes with billions in accumulated wagers. Let’s take the Stanley Cup playoffs game as an example. Besides watching Toronto Maple Leafs vs. Florida Panthers game, the audience saw 8.5 minutes of betting ads. Wayne Gretzky, Auston Matthews, and Connor McDavid endorsed those ads.

Canadian pundits asked about the quality and enjoyability of ads and commercials. Over 42% of Canadians were satisfied with the content. Alberta leads with 49%, followed by Atlantic Canada and British Columbia with 36%. Still, almost 54% of surveyed participants from the 18-24-year-old range criticized the ads’ quality.

Another research by IPSOS analyzed if gambling ads influence the audience’s attitudes and behaviors. The focus was on Ontario and the effects of 2022’s legislation opening to online gambling. Being exposed to ads seems to have had an impact on the population.

USA

Crossing the border brings a fresh approach to gambling advertising. New Jersey introduced the Division of Gaming Enforcement and the Casino Control Commission. This body regulates advertising in its jurisdiction. Research by Nielsen suggests that the number of ads is growing. Compared to $292 million in 2020, it increased to $725 million in 2021. TV commercials took the lion’s share of the profit.

Online casino operators such as DraftKings, Caesars, FanDuel, and MGM broadcasted 93% of TV commercials in 2022. Using massive gambling advertising media campaigns, they are trying to attract even more new players in states with regulated online casinos. Social media companies are also beneficial for these campaigns. The American Gaming Association (AGA) reported that the gaming industry spent around $3.4 billion. All costs covered direct marketing expenses. Tools included ads, player rewards, and other promotional activities.

Researchers also paid much attention to a concept called ad fatigue. While betting websites only promote bonuses, casino owners target audiences with ongoing deals. The inflation of ideas and commercials sometimes overwhelms the average consumer. All stakeholders agreed to a responsible marketing code. Regulators in the USA broadcast only gambling ads suitable for legal-age players.

Australia

According to recent research, Australian wagering advertising targets sports betting. Thanks to a High Court 2008 decision, operators now offer bets anywhere in Australia. In 2022, the industry spent $287.2 million on advertising. This is a massive increase compared to $89.7 million in 2011. Even more, since research excluded shirt sponsorships and in-stadium advertising. Still, there are some restrictions. For example, targeting audiences between 5 am and 8.30 pm is impossible.

Online casinos are the second main area for ads to attract new players. Let’s consult the latest data. Australian gambling platforms digital marketing expenditure reached $400+ million in 2022. These advertisements run across various media channels. You will find them on television, radio, online, and social media. With that in mind, players can reach the best online casinos via many resources knowing they’ll get a safe and secure gaming environment. To ensure this, Australia doesn’t allow unregistered and unlicensed casinos to advertise their offering. This adds an extra protection layer to prospective Aussie customers.

Yet, there are concerns about the impact of such extensive advertising on vulnerable individuals. Today, the Australian government has been reviewing regulations. They are now considering stricter measures to address the issue and safeguard consumers.

UK

Online casino advertising has gained significant prominence in the United Kingdom. Industry reports state the online gaming sector spent over £1.5 billion in 2022. A significant part goes to online casinos. This highlights the industry’s fierce competition, as operators are trying hard to capture prospective customers’ attention.

The UKGC and Advertising Standards Authority have implemented strait-laced regulations. Brand owners should include responsible messages in advertisements. They also can’t target underage audiences. Furthermore, the ‘whistle-to-whistle’ ban of 2019 has prohibited advertisements during live sports events. Ads can’t run before the 9 pm watershed. This measure aims to screen young viewers. It sees the influence of promotions during popular sports broadcasts as a threat.

Online casino campaigns remain prevalent in the UK. Again, brand owners use different online tools. Through websites and social media platforms, they target specific demographics. Also, they interact with customers this way. The regulatory bodies continue to track and refine rules. By doing that, they balance industry promotion and consumer protection. The goal is to ensure a safe environment for all. Let’s check the figures:

Netherlands

The Netherlands has a long history of luck-based games – some forms dating back centuries. Yet, until recently, the focus was on landline casinos and lotteries. Online gaming had limited options. The introduction of the Remote Gambling Act of 2021 marked a pivotal moment. The Act opened up opportunities for domestic and international brands to get licenses. Dutch players can access more online services in a regulated and safer environment.

Under the new legislation, online operators need a Kansspelautoriteit (KSA) license to work in the country. This allows for tighter regulation and consumer protection rules. Furthermore, licensing ensures that players access fair games and responsible gaming tools. Also, it enables marketing actions targeting only legal-age players. Thanks to this Act, operators invested more than €15 million in ads in 2021. Of course, the FIFA Cup was one of the driving forces behind this sudden jump in investment.

The Dutch government implemented strict rules for untargeted advertisements. This also stands for online casino media promotions. Operators have guidelines to prevent excessive promotion and protect vulnerable individuals. Moreover, these rules prohibit misleading or aggressive broadcasting. Gambling advertising appealing to minors is also illegal. Suggesting gaming to solve financial or personal problems is unacceptable.

Belgium

The Belgian Gaming Commission (BGC) oversees regulating gaming utilities in the country. The legal framework for online casinos started in 2011. Belgium differs from other regulated jurisdictions by introducing a novelty practice. Online casinos must establish partnerships with land-based casinos. This policy aims to maintain a balance between traditional and online gaming. It also ensures a level of local involvement in the industry.

When it comes to gambling advertising marketing campaigns, the legislation also brings something new. First, online casino and sports betting brands’ duty is to encourage players to gamble with care. Broadcasted messages aim to set limits and provide information about support facilities. Then, non-compliant advertisements may face penalties or other enforcement actions. Finally, ads don’t run during children’s programs or programs targeted at minors.

With all those measures covered, Belgium took another step regarding ads and online gaming marketing. An October 2022 survey showed that 23.71% of Belgians gambled online and played sportsbooks. TGM also found that 21.4% of Belgians played the Powerball lottery and bingo in 2022. Moreover, there were 23.7% bets on sports in the past 12 months. More than 9.9% of players used mobile apps to gamble and join friends through this activity. Football and horse racing fans saw an increase of 12.5% in 2022.

The Government saw it as a sign to restrict online brands’ access to TV, social media, and public campaigns. The new law starts on 1 July 2023. The Act will ban commercials in stadiums from January 2025. It will also extend to professional sports clubs starting from January 2028.

Bottom Line

The stats and perspectives we have examined offer valuable insights into gambling advertising from around the world. Regulations vary from country to country. A complex balance exists between promoting a responsible gambling ad and allowing businesses to thrive. As the industry continues to evolve, so will the strategies employed to advertise its offerings. Regulators, operators, and society should contract in ongoing discussions and debates. They need to align betting ads with ethical standards and consumer protection. Let’s continue to navigate this dynamic field. The goal is to find harmony between industry growth and the well-being of all stakeholders.