Hockey fans are bombarded with gambling logos and adverts – sometimes as often as every 13 seconds – during TV coverage of high-profile games, according to a new exclusive research.

Viewers of June’s Stanley Cup finals encountered an average of 3.5 marketing messages from betting firms every minute, the new study by the University of Bristol found.

Since the supreme court overturned a federal ban on sports betting in 2018, the US gambling industry has surged. Now, sports betting is legal in 39 states and Washington DC – and online betting companies have spent billions of dollars in an effort to attract users in an increasingly competitive market.

Advertisement

The study by researchers at the University of Bristol, who shared their work in the The Guardian, analysed gambling marketing during the six Stanley Cup finals games this year between the Florida Panthers and Edmonton Oilers, and the seven NBA finals games between the Indiana Pacers and Oklahoma City Thunder.

Across those 13 games, researchers recorded 6282 instances of gambling-related marketing. This included gambling company logos on jerseys, rinkside and courtside ads, in-game mentions and commercials. Notably 94% of the instances were recorded during the NHL broadcasts.

The report found that, on average, gambling logos and ads were shown 3.5 times per minute during the NHL games, with the most saturated game featuring 4.7 gambling-related marketing instances per minute – equating to one every 13 seconds.

In contrast, the NBA broadcasts averaged just 0.26 gambling references per minute. This disparity may be partly due to the NBA’s growing use of platforms such as YouTube, which imposes stricter limits on gambling ads, the researchers noted.

The academics reviewed each broadcast as well as the pre-game coverage. The study found that the most common formats for gambling messaging were in-stadium visuals, which appeared on rinkside boards, electronic boards, jersey patches and other static structures.

Advertisement

This type of advertising, they noted, gives brands “persistent exposure” throughout the game. Logo placement was the most prevalent type of advertising during the games. Commercials were less frequent but still contributed to the overall volume.

Finland’s online gambling sector is experiencing significant growth, with projections indicating a market size of €2.4 billion in 2025. This expansion is accompanied by a shift towards affiliate marketing, where individuals like Tomi Huttunen from Online Casino Suomi have emerged as influential figures. Huttunen, who also consults the team at Kasinon—a site that has become another major player resource for Finnish online casino players—represents a new wave of affiliate marketers shaping the industry.

This article explores Huttunen’s journey in affiliate marketing, the development of his platform and the challenges and opportunities within the Finnish online casino industry.

Early Experiences in Affiliate Marketing

Advertisement

Tomi Huttunen began his career in affiliate marketing during the early 2010s. At first, he experimented with various niches, learning how to generate traffic and optimize content for digital platforms. Over time, he recognised the growing potential of online gambling in Finland, where internet penetration is high and mobile gaming is widely popular.

The shift towards online casinos offered new opportunities for affiliate marketers, particularly those who could provide reliable, structured information to players. Huttunen focused on creating content that not only highlighted popular games but also helped users understand regulations, bonuses and payment methods. This foundation allowed him to build credibility with Finnish players while developing the skills necessary to operate a larger platform in the years that followed.

Building One of Finland’s Largest Casino Sites

Through a combination of consistent content production and search engine optimisation, Tomi developed a platform that became one of the largest online resources for Finnish casino players. The site grew steadily, driven by comprehensive game guides, reviews of online casinos and regular updates on the Finnish gambling sector.

In parallel, Huttunen worked closely with the team at Kasinon.live, a site that has become another major player resource for Finnish online casino players. By analysing its structure and audience engagement, he was able to refine his own strategies, emphasising clear, user-focused content. While the Finnish online gambling market is competitive, Huttunen’s approach—grounded in thorough research and accessible explanations—helped his site stand out among both casual and experienced players.

Advertisement

The platform’s growth coincided with a broader trend: online gambling accounted for roughly half of Finland’s total gambling revenue in recent years.

This significant share reflects the increasing reliance on digital platforms for gaming, particularly among younger demographics. Huttunen’s experience illustrates how content-driven affiliate marketing can align with broader market trends while guiding users navigating complex online options.

Challenges in the Online Gambling Industry

Despite its growth, the Finnish online gambling industry faces several challenges. Government proposals to tighten regulation could alter how affiliate marketing operates within the country. Potential restrictions may include limitations on advertising and the way websites direct players to licensed operators.

These changes would affect both established sites and new entrants, requiring careful navigation and strategic adjustment.

Advertisement

In addition to regulatory pressures, the competitive scene presents ongoing hurdles. Search engine algorithms evolve continuously, affecting how easily users can find content. Affiliate sites must adapt by regularly updating their material, improving site functionality and ensuring that information remains accurate and clear.

Player behaviour also presents a challenge. While online gambling offers convenience and variety, Finnish players are increasingly selective, prioritising sites that provide transparency, security and fair play. Affiliate marketers must therefore maintain high standards, balancing promotional opportunities with informative, unbiased content.

Advice for Smaller Casino Affiliates

Drawing from his own experiences, Huttunen offers several practical insights for emerging affiliate marketers in Finland:

Focus on Search Visibility: Sites that are easy to find through search engines naturally attract more traffic. Clear headings, concise explanations and structured content are key.

Advertisement

Maintain Credibility: Providing honest assessments of casino operators, payment systems and game quality builds trust. Readers are more likely to return to sites they perceive as reliable.

Adapt to Market Changes: Affiliates need to monitor both regulatory developments and shifts in player preferences. Staying flexible allows smaller sites to adjust without losing audience engagement.

Learn from Peers: Observing how other affiliates operate—what works and what does not—can provide useful guidance. Huttunen emphasises that smaller sites often experiment in ways larger platforms cannot, creating opportunities for innovation.

By following these principles, smaller affiliates can carve out a sustainable presence in a competitive and evolving market.

Perspectives on the Industry and Future Trends

Advertisement

Tomi Huttunen’s journey from a novice in affiliate marketing to a leading figure in Finland’s online casino sector reflects broader trends in digital commerce and online entertainment. His work demonstrates how focused content, clarity and responsiveness to market changes can produce significant results, even in a highly competitive environment.

As Finland’s online gambling market continues to grow, driven by both mobile technology and a high rate of internet access, Huttunen’s experiences provide insights not only for local affiliates but also for those examining global online gaming trends. Adapting to regulatory shifts, understanding player needs and maintaining a commitment to informative content remain central to long-term success in the sector.

For smaller sites and newcomers, Huttunen’s guidance highlights the importance of patience, observation and strategic adjustment. While the Finnish market presents unique challenges, lessons learned there resonate with broader international audiences, particularly in regions where online gambling is expanding and evolving.

Source: jpost.com

Salaries in Macao’s gambling industry have climbed to their highest level in a decade, with average earnings for full-time employees increasing 2.4% year-on-year to 27,390 patacas, according to the second quarter survey on manpower needs and wages by the Statistics and Census Service (known by its Portuguese initials DSEC).

Average monthly earnings for resident full-time casino employees were slightly lower – 27,340 patacas per month – but also rose by 2.4%. Since 2023, the average pay for non-resident workers has exceeded that of residents, with non-resident managers now earning an average of 90,000 patacas a month.

DSEC attributed the quarter’s rises “mainly to increases in salaries.”

Advertisement

The number of full-time workers in the gambling sector edged up by 380 over the past year, reaching 52,898 at the end of the second quarter. Most were local directors and managers.

The sector reported 208 job vacancies at the end of June, with clerical roles accounting for more than half. Just under half of the roles required work experience, while 74.1% required only senior secondary education or lower.

Demand for manpower has “gradually stabilised,” DSEC noted, as both the employee turnover rate (1.6%) and recruitment rate (1.1%) dropped year-on-year.

The survey does not cover junket promoters or their associates.