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“Against All Odds” – Will sound be the key to future winnings for betting and gaming brands?

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Max De Lucia, Co-Founder and Client Director of specialist sonic branding agency DLMDD.

There are few brands and businesses across the world that haven’t been in some way affected by the current global climate. But as lockdown restrictions are eased and marketplaces begin to return to their “new normal”, betting brands and their marketers now have an even greater issue to navigate.

With momentum gathering in the UK Parliament for a “total ban” on all gambling advertising, brands need to think fast about the role they play in consumers lives and how they can communicate if traditional media channels are further plastered with red tape.

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However, as many of you reading this will know, these aren’t new challenges. A ban on gambling advertising during live sport came into effect in the UK from August last year, restricting advertising within a “whistle to whistle” period beginning five minutes before the start of a match and ending five minutes after. These limitations will have already forced marketing departments to think very carefully about how to gain competitive advantage and win attention in these moments. However, and somewhat surprisingly, no brand has dominated when it comes to sound.

Think about it – I can reel off the names of every betting and gaming brand out there in the market, and you’ll instantly be able to tell me what they look like; what colour the logo is, what the slogan says and which celebs they use in their ads. But what do any of them sound like? Well, nothing.

This seems bonkers to me. Earlier this year, Marketing Week highlighted a powerful learning from IPSOS’ marketing study ‘The power of you’. Put simply, the research shows that the use of distinctive sonic cues can have 8.5x the power of visual stimuli. So why is sound so untapped across the sector?

Let’s be frank, underneath the visual brand and the corporate slogans of any betting organisation are odds and chance. You might get slightly better odds and slightly better chances by shopping around but at the end of the day, odds are odds.

As punters, we make our choices on the brands we associate with based upon how we feel about them. And music and sound offer the world’s most powerful shortcuts to human emotion if we know how to handle them right. If expertly managed, they can fulfil every part of our pleasure and reward psychologies garnering effects that can only be rivalled by good food, love and drugs.

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What is particularly unique about betting and gaming is that their audiences want and demand to feel something about the brand they’re playing with. This is quite unlike most other sectors and industries. Do I want to feel something about Shell? I’m sure their Brand Director wants me to but no, quite frankly I just want to fill my car up with petrol from the nearest station to me and get the hell out of the forecourt as quickly as possible.

Conversely, emotion is at the forefront of the experience of all bettors and gamers and it’s the responsibility of the brands and their audiences to manage and control how that emotion manifests itself in a safe manner. If all parties get it right, music and sound have the ability to heighten the entire consumer experience at every moment that an audience interacts with their chosen brand.

Historically, the betting and gaming industries have looked at sound through a fairly primitive lens; famous psychological studies have highlighted the use of music and sound in slot machines that reinforce the sensation of ‘winning’ with jubilant sound effects, flashing lights and winning coins dropping down on metal surfaces.

It doesn’t take a genius to work any of that out and along with questionable morality, this doesn’t exemplify the true power of music and sound. When it’s done right, we allow music and sound into our minds. They can stay with us forever and evoke our emotions at the flick of a wrist.

In a world and an industry where the way the consumer feels is the difference between them choosing to play with brand X over brand Y, the first player in the market who can cement their identity in music and sound will have the odds sounding firmly in their favour for many more moons to come.

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CT Interactive Appoints Dimitar Raychev as Technical Support Specialist for Online Services

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CT Interactive has appointed Dimitar Raychev as Technical Support Specialist for Online Services.

Over the years, Dimitar has worked with various platforms such as AWS, Active Directory and SAP, allowing him to acquire deep knowledge and skills in managing infrastructures and automating processes. Thanks to his expertise, he has helped many organisations optimise their systems and maintain high levels of efficiency.

“We are thrilled to welcome Dimitar Raychev to the CT Interactive team, where he will take on the role of Technical Support Specialist for Online Services. Dimitar brings extensive experience in providing technical support to global clients, successfully diagnosing and resolving issues with software, hardware and network systems. His commitment to quality service and the technical skills he possesses make him a valuable asset. We look forward to leveraging his knowledge and continuing to provide our clients with impeccable service and support,” the company said.

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IGT Wins Seven Awards at the 2025 EKG Slot Awards Show

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International Game Technology has won seven awards at the 2025 EKG Slot Awards Show. The EKG Slot Awards Show is a performance-based, annual programme produced by Eilers & Krejcik Gaming (EKG) that recognizes excellence in slot game development in the casino gaming industry. IGT won the most awards of any gaming industry supplier, taking home trophies for seven of the program’s 25 categories.

IGT won the following categories at the 2025 EKG Slot Awards Show:

• Top Performing NEW Premium Game: Tiger and Dragon Cash on Reels

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• Most Innovative Land-Based Game: Tiger and Dragon Cash on Reels

• Top Performing 3rd Party IP Branded Game: Whitney Houston Slots

• Top Performing Game – EMEA: Magic Treasures Dragon

• Top Performing NEW Video Poker/Keno Game: Mega Hot Poker

• Top Performing NEW Online Table Game: Blackjack Poker & Pairs Surrender

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• Best Overall Supplier of Online Content: IGT PlayDigital

“IGT winning seven awards at the 2025 EKG Slot Awards Show is a significant achievement that speaks to our performance momentum across multiple product categories and the immense talent and dedication of IGT employees worldwide. We look forward to continuing to help our customers benefit from these strong IGT themes in 2025 and beyond via follow-up games for Tiger and Dragon, Whitney Houston Slots, Magic Treasures and Mega Hot Poker,” said Nick Khin, IGT President, Global Gaming.

“It was exciting to see IGT PlayDigital honored at the 2025 EKG Slot Awards Show in the most esteemed iGaming category, ‘Best Overall Supplier of Online Content,’ and recognized with the ‘Top Performing NEW Online Table Game’ award for Blackjack Poker & Pairs Surrender. Developing and delivering market-leading content and performance tools is a cornerstone of IGT PlayDigital’s strategy and I wish to congratulate the entire team on these remarkable accomplishments,” said Gil Rotem, IGT PlayDigital President.

The post IGT Wins Seven Awards at the 2025 EKG Slot Awards Show appeared first on European Gaming Industry News.

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AskGamblers Surpasses 700,000 Registered Members

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AskGamblers hits a new milestone by surpassing 700,000 registered members on the website. Since 2006, AskGamblers provides accurate and reliable information on online casinos, sportsbooks, bonuses and more, with the motto Get the Truth. Then Play.

The website has grown, but not only in numbers. In 2024, AskGamblers introduced a comprehensive sports betting section where users can access sportsbook reviews, live scores, odds calculators and find exclusive deals.

Additionally, AskGamblers hosts the annual AskGamblers Awards, a prestigious event where players can nominate and vote for their favourites in four categories: Best Casino, Best New Casino, Best New Slot and Best Sportsbook, but six additional industry awards are handed out during the gala ceremony.

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Dijana Radunović, General Manager at AskGamblers, said: “Reaching the milestone of 700,000 registered players is remarkable. It’s great to see new players coming in daily, but the fact that they remain active is what’s truly special!”

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