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New Survey Shows Impact of Gambling Advertising on Customers
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.
Chris Scrivner Executive Director of Gaming and Hospitality Choctaw Nation of Oklahom
Shape Games signs long-term agreement with Choctaw Nation of Oklahoma
One of the largest tribal operators in the U.S. to leverage Kambi Group division Shape Games’ front-end development capabilities across its sportsbook and iCasino operations
Shape Games, an award-winning provider of front-end solutions to the betting and gaming industry and part of the Kambi Group, has agreed to a long-term front-end services partnership with Choctaw Nation of Oklahoma (“Choctaw Nation”), one of the largest Indian Nations in the United States.
The partnership will see Shape Games supply Choctaw Nation with its fully managed front-end services and extensive suite of customer engagement solutions, supporting Choctaw in delivering superior product journeys and user experiences across both sportsbook and iCasino through its best-in-class, fully native technology.
Choctaw Nation owns a selection of gaming and hospitality destinations throughout southeastern Oklahoma – including its flagship resort located near the Texas border and in close proximity to the Dallas-Fort Worth Metroplex with a population of more than eight million people – and joins several existing Kambi sportsbook partners such as BetCity, BetWarrior, Paf and Svenska Spel in leveraging Shape Games’ market-leading front-end services.
Martin Mouroux Dam, Managing Director at Shape Games, said: “We are excited to begin working in close partnership with the Choctaw Nation, who have a clear track record in developing successful digital businesses while creating unforgettable gaming and sports betting experiences for their valuable customers.
“The agreement represents a real milestone for Shape Games, extending our presence in the Americas with a hugely recognizable and successful operator. Trust is paramount in tribal partnerships, and we look forward to delivering a best-in-class gaming experience promoting long term sustainable revenues for the Choctaw Nation.”
Chris Scrivner, Executive Director of Gaming and Hospitality, Choctaw Nation of Oklahoma, said: “We are delighted to be enhancing our customer acquisition and retention capabilities in partnership with Shape Games.
“Shape Games’ commitment to offering seamless and engaging user experiences and proven delivery in both the sports betting and iCasino spaces aligns with our own, making them an ideal partner as we continue our growth trajectory.”
Galaxy Gaming is going to showcase its innovative new table game operating system, brand-new table games, and extensive online content portfolio at this year’s Global Gaming Expo (G2E), taking place from October 7-10 at booth #4016.
Matt Reback, President and CEO of Galaxy Gaming, said: “We are thrilled to showcase our category-leading collection of table game brands that resonate with players. By combining these with our cutting-edge technology, we deliver enhanced table gaming experiences—both in the casino or card room and online. This powerful combination not only enhances player engagement but also drives exceptional results for operators.”
This year’s booth will feature their standout table games collection alongside the latest in gaming technology. Highlights include:
Galaxy Operating System Sapphire – The Jewel of the Casino Floor
Galaxy Operating System (GOS) Sapphire is a next-generation game management system developed by the industry’s leading table game experts. Featuring innovative progressive jackpot options, eye-catching Nebula sensors, and groundbreaking digital tracking capabilities, GOS Sapphire is at the forefront of table game technology.
GOS’ flexible electronic bonusing platform powers the world’s first Dynamic Progressive. Unlike any other progressive, Dynamic Progressive adds an electrifying twist to Galaxy’s most popular progressives and paytables, with random pays multiplied by up to 10x each round! GOS Sapphire also features enhanced TableVisions with a fully customizable screen and integrated min/max table limits.
The Smart Bet – The World’s Greatest Collection of Table Games
Boasting the most robust table games library in the industry, Galaxy Gaming fuses established classics with exciting novelties. Level up your casino floor with player favorites like 21+3, Perfect Pairs, and Lucky Ladies, or amp up the excitement with fresh additions like Roulette UP and Dynamic Progressive, both powered by GOS.
Making its debut at G2E, EZ Baccarat is now enhanced with Galaxy Gaming’s Golden Talons and Divine 9 side bets—at no additional cost. For the first time in gaming history, these popular side bets are available as enhancements to EZ Baccarat, delivering an even more thrilling experience for players. These titles, along with the ever-popular Heads Up Hold’em, Player’s Edge 21, Deuces Wild Xtreme, High Card Flush, and more, will be available to play at the booth.
Galaxy Gaming Digital – Over Three Billion Wagers & Counting
Galaxy Gaming is the premier licensor of exclusive casino table games for live dealer and RNG online gaming. Renowned titles like 21+3, Lucky Ladies, Perfect Pairs, Caribbean Stud Poker, Buster Blackjack, and numerous others are available on over 3000 of the most popular iGaming sites worldwide. Galaxy’s online titles accounted for over 3.5 billion wagers in the last calendar year alone, a testament to their widespread popularity.
BetConstruct, a global leader in the iGaming industry, is going to showcase its cutting-edge solutions at the highly anticipated Global Gaming Expo (G2E), taking place from October 7-10.
As the premier event for the global gaming industry, G2E serves as a hub for innovation, driving growth by bringing together industry professionals from around the world to foster business opportunities.
Taking place at The Venetian Expo in Las Vegas, this all-in-one event features both an education program from October 7-10 and an expansive expo hall running from October 8-10.
BetConstruct’s stand is 5230, where the team will showcase an exciting range of products, including the newly launched the Last Battle, a novel loyalty system that is the byproduct of BetConstruct’s commitment to innovation. The company will also demonstrate its comprehensive Sportsbook and Casino Suite, along with DECA, its next-level decentralised casino platform, and Umbrella, an AI-powered risk management solution. These offerings are designed to meet the needs of a diverse range of operators, ensuring seamless and engaging experiences for players across the regulated market.
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