these tools , such as setting personalized spending limits , as a solution to an individual concern while engaging in recreational play . This type of advertisement demonstrates that options exist to support individuals while maintaining fun and safety in their recreational gambling activities .
This type of ad is not targeted to problem gamblers ; rather , it is directed to the typical recreational gambler who may identify with the situation depicted in the ad , and acknowledge that the advertised tools are part of safe , recreational play . As such , employing this type of advertising appeal can emphasize a commitment to player wellbeing , something that has moved to the societal forefront , and a concept that ensures players continue to enjoy entertaining gaming activities in a healthy and fun manner . This ultimately results in sustainable play for both the customer and the operator .
Ethical and authentic responsible marketing practices are key to establishing trust between gambling operators and their customers because these practices can demonstrate an organization ’ s commitment to safeguarding their players ’ interests while crafting an authentic image that reflects company integrity and customer well-being .
As a result , the operator ’ s reputation may be strengthened while contributing to long-term customer loyalty . In turn , this may enhance a company ’ s brand position and help establish a competitive advantage .
Critical to maintaining this competitive advantage , however , is validation of the authenticity of the marketer and the message , because marketing research emphasizes the importance of authenticity in promotional strategies . Moreover , well-developed and carefully crafted marketing practices can help avoid the potential of mixed messages that may glorify gambling and its excitement while including the regulation-required “ gamble responsibly ” directive .
These mixed messages are common because operators often develop communications that emotionally capture their audience , but must still comply with regulations . Further , these mingled messages can create cognitive dissonance for the consumer who wants to engage in exciting entertainment but wonders what gambling responsibly really means .
MARKETING AND THE CONSUMER
How gambling is marketed and advertised has a profound influence on consumer decision-making , individual choices , and subsequent behavior . Gambling operators must ensure their advertisements are not misleading , do not glamorize excessive gambling , and do not ignore potential risks .
Rather , marketing messages must convey realistic expectations while also ensuring potential customers that the company cares about them and offers services to enhance their entertainment through the availability of tools that
Operators must create , develop and execute marketing and advertising strategies that achieve the delicate balance between effective promotional ads that directly influence consumer play / corporate profitability and responsible gambling that ensures consumer well-being .
can ensure their safety and minimize harm during their gambling experiences . This is particularly important for those individuals who may be at higher risk for developing gambling disorders .
Therefore , operators must create , develop and execute marketing and advertising strategies that achieve the delicate balance between effective promotional ads that directly influence consumer play / corporate profitability and responsible gambling that ensures consumer well-being .
Perhaps even more importantly , these marketing and advertising strategies must be backed by operator actions that include transparent policies , technology-driven solutions , and continuous employee and consumer education . Responsible gambling cannot be just a ploy or a gimmick that resembles “ greenwashing ” in the environmental market .
Greenwashing is generally considered a negative and potentially deceptive practice that an organization uses to persuade consumers that the company , its policies or its products are environmentally friendly . Therefore , responsible gambling must be a genuine commitment by a gambling operator that is embraced by the company , marketed appropriately , and executed authentically .
The concept should be aligned with corporate and player sustainability , perceived company authenticity , and player well-being . Such strategies are utilized commonly in other industries , but in the controversial gambling world , the challenge is heightened , and the ethical merits are often questioned . Responsible gambling is both a moral imperative and an ethical obligation that rests on the shoulders of both the industry and its customers . It is a joint outcome of effective marketing , consumer education and awareness , and company authenticity .
In sum , marketing plays a role in responsible gambling that goes far beyond promoting the gambling product and including compliance-based statements . Rather , marketing is critical to fostering a sustainable and ethical industry . In addition to promoting recreational play , industry marketing has a responsibility to provide consumers with important information including available tools that can enhance recreational play , and demonstrate a commitment to player well-being .
To ensure industry sustainability and player safety , it is the ethical thing to do .
Marla Royne Stafford , Ph . D ., is an advertising and marketing expert who boasts 30 years of experience as a professor , department chair , and dean in the business discipline at the University of Nevada , Las Vegas . She was previously the executive associate dean of academic affairs in UNLV ’ s William F . Harrah College of Hospitality and currently serves as the William F . Harrah Distinguished Chair . Prior to her time in academia , she held positions with companies such as Tupperware Worldwide , Philip Crosby Associates and Cardinal Industries , where she worked in marketing and promotions , communications , and training development .
24 Global Gaming Business MARCH 2025