TRAFFIC
SAFER GAMBLING
CREATING RESPONSIBLE MARKETING
Sharon McFarlane looks at how safer gambling messaging now needs to integrate with all marketing campaigns , by affiliates as well as operators
I gaming is one of those areas that is incredibly wellregulated . Governing bodies
and advertising standards agencies have put strict regulations and guidelines in place to ensure that all content is of the highest standard . Those who create marketing content for igaming therefore need to stay within the rules .
Responsible marketing is needed as ad campaigns are often what can drive conversions for a site . Whether they are encouraging new players to sign up or existing ones to redeposit to earn extra bonuses , marketing is at the core . Therefore , there is a degree of responsibility here to check that marketing campaigns do not accidentally target demographics they are not aimed at , or players categorised as high-risk when it comes to problem gambling . Successfully staying within the guidelines will allow operators and affiliates to create engaging and interesting marketing campaigns without putting the most vulnerable at risk .
DIFFERENTIATE BETWEEN VIPS AND PLAYERS AT RISK
Operators need to keep an eye on their players to help identify those more at risk than others – no easy task as at-risk players ’ spending habits may be similar to some VIP customers betting safely and within their means .
Both tend to make larger deposits than the average player , but they can be for very different reasons . A VIP gambler might be putting down bigger amounts to help meet the threshold to maintain their status . They could also be following a high-roller playing style : depositing more but with the aim of betting – and potentially winning – more . They might be depositing a lot , but they are still playing within their means .
There is a difference , however , in the way an at-risk player might deposit . When they deposit more , it could be because they are trying to win back what they have already lost . Unlike the VIP playing within their means , the at-risk player could be playing with money they do not have .
Therefore , it is vital that operators are able to recognise these different customer
Q1 2022 • ISSUE 89 • 25