Different countries have different regulations when it comes to advertisements for gambling and betting companies in mass media. Moreover, the scenery is constantly changing – fluctuations towards loosening or intensification depending on the socioeconomic background of each country arise almost every month. From this angle, each region should be reviewed individually before the business enters the local market – this will be the topic of the upcoming articles in the BetInvest blog.
Where the advertisement on TV and the Internet is allowed, the question of how to correctly position a betting business appears. BetInvest conducted research on how gambling companies present their services in mass-media – the true-and-tested methods the market leaders use can give an understanding of what a player expects to hear and see in a TV or website ad. This article can give directions to one’s marketing strategy and help build a strong presence of a brand in the media field.
The portrait of the target audience
It is generally not an easy task to determine the betting business’ target audience due to its variability. Still, certain similarities and shared characteristics of a social group can be deducted so that the further targeting process is somewhat simplified.
For betting platform, a regular player is a male (75%) of 19-35 age (67.2%). This might seem like tidbits, but you will be surprised when you’ll learn how much of the following strategy development steps depend on these two basic demographics.
Aside from that, the important centerline of the majority of mass-media advertisements (46.9%) is the fact that the person who is targeted has gambled before. Together, the three characteristics lay the foundation for the development of the tone of voice, format, and essence of the ad message.
There are five general messages that compose substantially all gambling advertisements – different promo materials vary in shapes and details, yet, their essence remains. In the descending order we can list:
- “Betting requires skills and isn’t dependant upon luck.” – Almost 54% of all ads diminish the contribution of luck and random into the outcome of a sports match and, consequently, a bet placement. This builds an image of betting as a challenging hobby rather than a mere entertaining occupation.
- “It is normal and socially acceptable to bet, other people do that all the time.” – About 50% of advertisements try to lessen the stigma that is laid upon frequent bettors and gamblers. The actual process of bet placement is often depicted as an act of one, while success sharing is associated with friends, big companies, and fun. The message is often bolstered by celebrities’ entries – their presence gives more weight to the message and assures more people in its genuineness.
- “Betting can raise your social status and bring new people in your life.” – The mentions of a betting expert’s high social status can be met in 42.2% of all promotional materials. This benefits the betting image as a respected hobby where one can boost his skills to become a professional and an authoritative figure in the associated social circle.
- “The more you play, the more chances of winning you have.” – In every third (37.5%) advertisement, one can meet the promises of winning. This is a regular message that shouldn’t be explained – to place more bets, a person needs motivation, and such ads successfully provide it.
- “Betting is a method of stress-relief and helps to reprieve from work, responsibilities, and everyday loading.” – Many players (26.6%) prefer to see betting solely as entertainment, which is a valid opinion that a business can utilize in ads. By contrast with a “serious” approach to betting, this message is lighter and highlights the positive emotions a game can bring.
As can be seen, a good advertisement should fulfill two major roles – dispel doubts and fears of a player while promising him the winnings he desired (money, prizes, bonuses, etc.) The numbers that are mentioned earlier can overlay, which means that, for example, one promotional video can carry two and more messages simultaneously.
How to frame a message correctly
The tone of an advertisement should be dictated by the message one is trying to deliver and the person who shall receive it. We’ve already determined that, usually, one’s ads are aimed at men of young or middle age who used to gamble or bet before – still, this only makes a part of the market. If your goal is to reach as many people as possible, your ads should resonate with each of the audiences you’ve defined, thus, vary.
For the most common player’s category, which we’ve described earlier, the following statistics are true:
- for videos, more than 84% of ads were featuring a male voiceover
- the “manliness” of betting as an occupation was depicted using aggressive tones, steady intonations, appropriate lexicon
- the most common messages were the promises of winning and status (clauses 3 and 4 from the previous paragraph)
- in the color scheme, bring colors dominated; the ads also features loud soundtrack, rapid train of events, and exaggerated players’ emotions
One may find useful this information as a reference for how far one should go in the development of the most appealing form of the advertisement.
Finalizing all the information, the way you present your brand in promo materials should depend on the person who will see it. An ad should be catchy, carry a clear message, and – in a perfect case – promise a viewer the very particular thing they desire, whether it is money or authority. The process of target audience definition together with market strategy elaboration takes time and resources, but it is the only way a brand can keep his positions on the everchanging gambling market.
With the BetInvest’s turnkey betting platform, the task becomes less complicated thanks to inbuilt analysis tools that collect data about the platform’s visitors, their demographics, interests, and preferences. This allows skipping the market research and getting clear statistics without any additional efforts. Learn more about the BetInvest’s betting platform features here.
 “Sports betting marketing and advertising: a brief overview” by Mark D. Griffiths, Ana Estévez, Frederic Guerrero-Solé & Hibai Lopez-Gonzalez
 “All in! The commercial advertising of offshore gambling on television” by John L. McMullan & Delthia Miller