On its official website, the UKGC published a survey in which it was stated that more than a third of online bettors learned about sports betting sites through ads.
This survey included more than 6,200 participants who had bet in the previous 12 months. 4,500 answered that the ads they saw motivated them to register at a sports betting site and spend money on bets.
This survey also covered the content of ads and found that 22% of gamblers found the bonus ads and free bets are very interesting. While ads that used the “bet your favourite team” method were not equally attractive.
Only 15% of gamblers have been led by social media or TV ads to sign up for a sports betting site in the past 12 months. Marketing through newspapers and magazines made only 9% of participants signed up for a sports betting site.
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Table of contents
Impact of Ads on Gamblers
The survey also looked at how ads have changed the habits of gamblers. However, 53% of respondents said that the ads did not make them bet more; because ads of sports betting sites are not intended to get players to bet more money but rather focus on branding. So, 13% said these ads made them sign up for a betting site for the first time in their lives.
15% of people surveyed said they considered placing sports bet during half-time. While 10% of punters said these ads prompted them to try a new form of betting or change the teams they used to bet on.
In this survey, bonuses turned out to be the most effective way to attract new bettors (even those who had never placed a sports bet before!).
26% of people who placed bets in the past 12 months said that the ads they exposed to motivated them to bet.
The most interesting percentage is that 19% of bettors thought of returning to the bet after seeing an ad. On the other hand, ads for bonuses and free bets were influential on 35.2% of players. While promotional emails, notifications or phone texts affected 22% of gamblers. From the previous percentage, there are 20% decided not to gamble again.
Sponsorship and Advertising
The survey also addressed the subtle difference between the effect of sponsorship and the effect of advertising. Sponsorship means that a sports betting site gets the right to put its logo on a team shirt or stadium. While ad means using mass communication means to introduce the brand or promote the rewards. 83% of respondents said they had seen ads, while 78% had seen sponsorship of their favourite teams.
TV advertising was the most attractive to gamblers around the world with 76% of the surveyed people stating that they had seen at least one ad in the previous 12 months. Although that TV using is declining in the current era compared to other modern means, especially social media platforms.
Radio and podcasts came in second place among the most popular communication means among bettors. 67% of punters that they heard a sport betting ad through these means.
Whereas, marketing via e-mail or text messages came in third place, with 37%.
The category that has never seen any gambling ads are players who have placed bets over the past four weeks only.
Although sports betting sites operate primarily on the Internet, traditional advertising is still the most popular among bettors around the world! With 81% of surveyed punters saying that they exposed to it. While 78% of people have seen sponsorship. However, Internet ads were seen by 66% only.
Repeating Ads
Respondents reported seeing ads from satisfied betting sites more than once during the week. Demographically, youth were the most likely to view sports betting site ads; 77% of young people between the ages of 18 and 25 had seen sports betting site ads. In contrast, 23% were 65+ years old.
Social Media Influence
It is important to know the impact of social media because its terms and conditions stipulate that the promotion of all forms of gambling is prohibited. However, gambling operators use innovative methods to promote themselves through them.
Among the surveyed punters, 68% said that they use one or more social media platforms but have not encountered any ads on them before. While 17% said they do not use it at all. In contrast, 16% said they follow sports betting sites through it!
Facebook was the most used platform among sports bettors; with 11%. Whereas, YouTube and Twitter have 6% only.
Conclusion
The committee stated that this research confirmed the info it already knew about the impact of bookmakers’ ads and sponsorships. During the epidemic, the effect of these ads was more dangerous for vulnerable groups and minor people. Therefore, the committee is working now, with its partners, to improve the advertising rules and eliminating the gambling problems.
The UKGC made this research during 2020 which is a milestone year in the online gambling industry.
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