17.7 C
London
Friday, July 12, 2024
secret satire society
HomeBusinessOnline Advertising Dominates UK Gambling Market

Online Advertising Dominates UK Gambling Market

LONDON - England - The UK gambling market is dominated by advertising and marketing expenditure, bringing vast revenue streams to these industries.

Last year, gambling operators in the UK spent just under 1.8 bn euros on marketing, with nearly half of the amount covering internet-based advertising and a mere 15% buying TV commercials. The trend is obvious: marketing expenditure is skyrocketing. In fact, according to a report by strategic consultancy Regulus Partners titled Gambling Advertising and Marketing Spend, it rose by 56% from 2014 to 2017.

Today, there are numerous online gambling providers operating in the UK. For more information on the most popular ones, check out the fastest payout online casinos. Online promotion of such operators uses direct, social media and affiliate marketing methods. The former includes banners and paid search. Other advertising channels are television, sponsorship, and offline channels, such as print media and billboards.

The Breakdown

Online marketing accounts for 80% of the total gambling marketing expenditure, with direct methods amounting to almost half (48%) of it. While direct internet marketing doubled over the three-year period, social media advertising more than tripled – rising from £42m in 2014 to £149m three years later. Affiliate marketing, which includes tipsters, websites and publications that generate new business for a commission, was the slowest, climbing from £282m to £301m, which is 20% of the overall marketing spend.

ace-bet-business-262333

As a lion’s share of marketing budgets is now spent online, television advertising is lagging behind, despite the growth from £155m to £234m. The amounts spent on sponsorship were still relatively moderate despite their doubling: advertising on football shirts, horse racing, and other events totaled £60m in 2017.

It is important to note that as detailed marketing cost breakdown is commercially confidential, it is impossible to obtain definitive figures. The consultancy used audited accounts of the largest listed operators, as well as figures for offshore and private companies. The estimates, therefore, are sufficiently credible. Most importantly, they demonstrate the relative scope of online marketing.

ace-cards-casino-279009
The Consequences

The mentioned figures raise serious ethical issues. The Gambling Commission has recently reported that as much as 59% of children aged 11-16 have been exposed to the ads on social networks. For television commercials, the proportion is even greater – 66%.
According to Marc Etches, CEO of GambleAware, a leading UK charity, children following gambling operators on social media are three times more likely to spend money on gambling. “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 data points to the urgent need to perceive gambling as a threat to children and a public health issue. Social networks and websites must recognize their moral obligation to protect the youngest and the most susceptible ones. It is thus imperative to increase public awareness of the potential dangers posed by the activity.

  Daily Squib Book

  DAILY SQUIB BOOK The Perfect Gift or can also be used as a doorstop. Grab a piece of internet political satire history encapsulating 15 years of satirical works. The Daily Squib Anthology REVIEWS: "The author sweats satire from every pore" | "Overall, I was surprised at the wit and inventedness of the Daily Squib Compendium. It's funny, laugh out loud funny" | "Would definitely recommend 10/10" | "This anthology serves up the choicest cuts from a 15-year reign at the top table of Internet lampoonery" | "Every time I pick it up I see something different which is a rarity in any book"
- Advertisment -

NEWS ON THE HOUR

curtis-press
curtis-press
curtis-press
curtis-press

MORE NEWS

THE DAILY SQUIB ANTHOLOGY

The definitive book of Juvenalian satire and uncanny prophesies that somehow came true. This is an anthology encompassing 15 years of Squib satire on the internet compiled and compressed into one tiddly book. Buy the Book Now!