A shift in gambling marketing
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A shift in gambling marketing is taking place across Europe. The gambling sector is having to alter and adjust its marketing efforts to confront a new reality. In Italy, Spain and Sweden, measures have been introduced that severely limit or ban direct advertising and impose further restrictions on all forms of marketing. In the UK, the anti-gambling industry lobby has put forward suggestions that would lead to a complete ban on TV gambling ads and sports sponsorship. Regulus Partners blog says mandatory deposit limits are becoming more prevalent as a temporary emergency measure during the pandemic.
Gambling operators are switching focus from above-the-line advertising to digital marketing techniques. XLMedia believes technology can leverage its heritage to better direct the audience. The gambling sector had enjoyed relatively lower customer acquisition costs even just a few years ago. Now, tighter regulation and the taxation has changed the dynamic. The industry has developed a maturity in how it targets players. It is now more interested in ad-tech and programmatic advertising. This comes at a crucial time for the gambling industry. There is enough technology out there.
The data to hand within the gambling consumer ecosystem is a "rich pot of gold" for XLMedia. It offers a better understanding of player behaviours. The data will help in the effort to answer the concerns of the regulators and consumers. The hope is that the sector can thrive within new structures and avoid further action. Winterling from FC Bologna made clear that blanket bans hurt sport at the same time as restricting gambling operators.
