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New Survey Shows Impact of Gambling Advertising on Customers

Published

3 years ago

June 24, 2021

Reading Time: 3 minutes

The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.

Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.

Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.

Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.

The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.

Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.

Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.

A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.

Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.

Free bets also led to 18.6% of viewers restarting gambling after taking a break.

Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.

Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.

The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.

These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.

Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.

Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).

The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.

The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.

Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.

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Aviatrix pairs with Cactus Gaming in latest Latin America deal

Published

10 hours ago

May 15, 2024

GamingAmericas.com

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Innovative crash game Aviatrix has partnered with Cactus Gaming in an agreement that will extend its reach further into Latin America.

Aviatrix will integrate with Cactus Gaming’s online casino solutions, becoming available to the provider’s partners in Brazil and beyond.

This means more players in Latin America can enjoy the one-of-a-kind crash game with NFT-based engagement mechanics.

Gabriela Novello, Head of Business Development LATAM at Aviatrix, said: “We’re looking forward to this partnership with Cactus Gaming blooming for both sides. We’re impressed by their reach across Latin America, particularly in Brazil, where they are well placed to help us bring Aviatrix to new audiences.”

Tiago Carneiro, CRA at Cactus Gaming, added: “Cactus Gaming has as one of its main differentials the conversion power of the platform, which turns users into loyal players. The partnership with Aviatrix will further enhance this. The game is one of the most exciting we’ve seen in recent times, and we’re thrilled to offer it to our partners.”

The collaboration between Aviatrix and Cactus Gaming is set to further raise the bar for online casino in Latin America, with both sides committed to delivering the very best user experience to players.

Aviatrix has been rapidly expanding in Latin America over the past few months, signing deals with some of the biggest aggregators and operators in the region.

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New Game Release by Zillion Games – Wolf’s Moon

Published

10 hours ago

May 15, 2024

GamingAmericas.com

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Embrace the wild wolf’s spirit and follow the moon’s glow into the forest!

Explore the world of the mysterious forest with the Wolf’s Moon slot! Exciting Mystery symbols, powerful Boost symbols, and the thrilling Hold & Win feature await you here.

About Game

Wolf’s Moon slot has a captivating design that offers an enchanting gaming experience due to its complex mechanics. The game is meticulously structured around a 5-reel grid, featuring 25 distinct paylines, which provides multiple opportunities to the player to secure his winnings. Step in to the adventure with Wolf’s Moon and let yourself transported to a nocturnal world where the forest spirits join your hunt under the glow of the full moon.

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Scientific Games Off to Epic Start With Launch of First GAME OF THRONES Lottery Scratch-off Game in the U.S.

Published

11 hours ago

May 15, 2024

GamingAmericas.com

scientific-games-off-to-epic-start-with-launch-of-first-game-of-thrones-lottery-scratch-off-game-in-the-us.

Colorado Lottery Winners Will Be Lucky Participants in THE SEVEN KINGDOMS EXPERIENCE Set to Take Place in Napa.

Scientific Games’ newest multi-state branded GAME OF THRONES Linked Games, developed in partnership with Warner Bros. Discovery Global Themed Entertainment, has kicked off successfully with GAME OF THRONES branded instant scratch, Fast Play and iLottery games offering players the chance to win prizes instantly, plus an opportunity to win an experiential prize package, THE SEVEN KINGDOMS EXPERIENCE.

Inspired by one of the most-watched HBO television series of all time and set to captivate the GAME OF THRONES fandom, THE SEVEN KINGDOMS EXPERIENCE event will take place in a medieval-style castle winery in Napa Valley, California in 2025. Trip winners will be divided into seven “Houses”, such as House Targaryen, House Stark and House Lannister.

The event will include multiple rounds of brand-immersive games, giving trip winners a second chance to win their share of up to $7 million. The trip winners will get to cheer on their own “Champion” in a live jousting tournament, and one “Ruler” will be chosen from each house to play for prize money split amongst every member of the house.

The Colorado Lottery is the first U.S. lottery to launch a GAME OF THRONES-themed lottery Linked Game to give players in the state an opportunity to win the once-in-a-lifetime experience. The game achieved the highest first-week index of any of the Lottery’s $10 games launched in fiscal year 2024. It continues to lead, with four-week sales surpassing all other Colorado Lottery $10 games in fiscal year 2024 and most games in other price points, placing third behind a $20 and $50 game. THE SEVEN KINGDOMS EXPERIENCE has limited availability remaining for North American lottery participation, with most of the current trip winner spots filled.

Tom Seaver, Director of the Colorado Lottery, said, “Our players are very excited to play the GAME OF THRONES scratch game. It’s been a great addition to our game lineup, and as the sales numbers show, it is performing really well for us.”

According to Scientific Games research, the GAME OF THRONES brand resonates especially well with younger adult players.

Tina Hoover, V.P. of Licensing for Scientific Games, said, “Our teams are continually innovating to make every lottery winners’ event unique and exciting. We worked with Warner Bros. Discovery Global Themed Entertainment to create an immersive GAME OF THRONES-themed winners experience and to deliver a top-notch winners’ event that we’ve refined over the past 17 years doing prize trips for more than 5,000 lottery players. Based on the response we have received and participation so far for THE SEVEN KINGDOMS EXPERIENCE, we are looking into a potential second trip opportunity.”

Scientific Games pioneered the lottery Linked Games concept in 2007 and games produced by the company offering the opportunity to win experiential prizes themed to brands like DEAL OR NO DEAL, MONOPOLY, THE PRICE IS RIGHT and WILLY WONKA represent more than USD$4.6 billion in retail sales to date.

With a portfolio representing more than 100 licensed brands, Scientific Games provides retail and digital games, technology, analytics and services to 150 lotteries in 50 countries worldwide.