iGB Affiliate 89_Q1 2022 | Page 26

journeys . Support needs to be in place to

offer interesting deals to VIPs and other

safe players , but care must be taken not

to target players that could be considered

vulnerable . Rather than offering them a

deal that could be misconstrued as a way

of helping them out of their predicament ,

emphasis should be placed on offering

them resources they can use to address

the issues they have with gambling .

CREATING BESPOKE SAFER GAMBLING CAMPAIGNS

This will therefore lead to operators

investigating how they can create bespoke

safer gambling campaigns . Ideally ,

marketers will look for ways in which they

safer gambling regulations , just as the

operators themselves do .

There are many safer gambling

resources already available , but marketers

but who are potentially vulnerable , and also minors who attempt to gamble online . Marketing content should be age-appropriate , so marketers must make

can promote safer gambling regardless of

need to create a clear path between

certain their materials meet the right

whether or not it is Safer Gambling Week .

problem gamblers and these resources .

standards . In terms of affiliate marketing ,

A great example can be found at William

Working with the Betting and Gaming

affiliates might receive creatives through

Hill . As one of the UK ’ s largest casinos

Council ( BGC ), many of the UK ’ s biggest

their programme . Importantly , they still

and sportsbooks , the chance of someone

casino brands have developed rigorous

need to check that information and CTAs

interacting with its marketing materials is

safer gambling commitments and checks .

for safer gambling support are present

fairly high . With this comes a responsibility

With these , and those provided by self-

on all marketing materials . Support from

to make sure its promotional materials

exclusion tools like Gamstop , marketers

brands and affiliate managers should help

have that safer gambling message in

should have all they need to build bespoke

them to lay out some of the dos and don ’ ts

place . William Hill has actually chosen

safer gambling campaigns that inform and

of creating good advertising materials that

to allocate 20 % of its TV coverage to

engage players without encouraging them

attract people to the operators while also

promoting safer gambling .

to gamble outside their means .

supporting safer gambling .

Brands and affiliates need to have

other measures in place . For example ,

all social media creatives and marketing

DEMOGRAPHIC TARGETING

A lot of different factors go into creating

One important channel that needs restrictions is YouTube . Brands and operators should ensure that any videos

materials need to include the new ‘ Take

a fantastic marketing campaign , one of

uploaded are age-restricted to those

Time To Think ’ slogan together with the

which is demographic targeting .

aged over 18 only . By doing this the age

BeGambleAware . org link that has replaced

Many operators and industry watchdogs

restrictions will hold in place – even if the

the ‘ When The Fun Stops , Stop ’ campaign .

are concerned about the number of

videos are embedded on other sites .

They also need to create safer gambling

‘ young ’ gamblers , which includes both

There are even conversations as to

hubs to direct players who might have a

those over the minimum age threshold

whether or not we should treat gambling

problem to the right help resources .

The need to promote safer gambling

goes beyond the brands themselves .

Affiliate marketers need to understand

the goals and targets for safer gambling

that they have set out . When creating

campaigns , affiliates need to promote

the brand in a way that is compliant with

advertising and marketing materials in the same way that we do alcohol advertisements . This would mean raising thresholds to target those customers aged 25 or over instead . The younger , more vulnerable demographic would then be avoided . This , together with stringent age verification checks at casinos and affiliate

26 • ISSUE 89 • Q1 2022