The gambling industry is a booming multi-billion dollar business. There is a consistent growth in the gambling market with the increased accessibility of the internet. The industry has fierce competition with hundreds of bookmakers competing in a limited price range and little product differentiation. Business is booming for most bookmakers but if they want to make more profits they need to stay one step ahead of their competition. In this ultra-competitive industry, gambling advertising should stand out from the rest. Designing a gambling ad to make a killing must be an integral part of marketing strategy.
The gambling industry is spending more than $27.3 million in advertising to condition the mind of the people that punting is normal. Advertising using a wide range of media has proliferated to encourage the public to embrace gambling as a sport. Gambling advertisements are flooding during ad break on sporting events all trying to attract the public attention. The goal is to let the people spend money to experience the thrill while thinking they might win. The clear target market for most gambling ads is young adult males with spending power. Gambling is branded as activity for successful young professionals.
Here are some things to consider when designing gambling ads:
Technically the Advertising Codes prevent young people anyone under the age of 25 to appear in gambling ads. The only exception is when 18-24 years old are the subject of the bet being advertised in a medium where the bet is offered. Websites with transactional facility are included but Twitter doesn’t count. Complying with the Advertising Codes takes skill. Bookies must not leave anything to chance; they must not manufacture life anxieties or manipulate emotions in order to induce gambling; and they must seek advice from the experts. This will ensure that the gambling ad is compliant with different regulators.
The most common form of gambling ads are broadcast advertising on TV and radio, online pop-ups on internet sites and print ads. One of the most important aspects of advertising is to optimise the ad experience of the viewers. Ads should not annoy the viewers nor disrupt their flow. Ads must be place during natural interruptions in the game. Poor ad placement and integration can limit visibility and engagement.
Advertising appeal strategies that can be used by bookies include:
- Winning
- Social status
- Humour
- Thrill and risk
- Sports fan behaviours
- Sports celebrity
- Sexual imagery
- Adventure
- Power and control
- Happiness
- Patriotism
Advertising promotional offers for people to make a free bet or bonuses should ensure that significant conditions are clearly explained upfront. Promotional offers must not be ambiguous or misleading. Odds and deposit, wagering and withdrawal requirements must be prominently visible in the ad itself. For banner ad small pop-up the conditions must be easily available within one click.
Display mobile ads visibly, players must see ads prominently displayed within the main sections of the app. It should not be buried within menus or below the fold. 320×50 banner ad works great on mobile phone in portrait orientation. Use larger images for tablets or apps with landscape orientation.
Gambling ads must be easy to recall so that people will remember the bookie and place their business with them. Humour, parody and commentary are the elements that can be injected in the advertisement. Commercials should be universal that it’s funny all over the world. Make great gambling ads that are truly memorable that the viewing public whether punters or not just can’t wait to see it again.