The Advertising Statistics of the UK Gambling Brands
According to the financial reports of prominent gambling experts Regulus Partners, the gambling companies in the UK spend most of their marketing budget on online advertising – around 80%! These financial analysis reports were made publicly available by the renowned charity group, GambleAware. Moreover, they revealed that UK gambling operators have spent more than £747 million on direct internet online marketing in 2017. This is almost 50% higher than what the companies spent in 2014 and is of deep concern. Considering the statistics alone, the gambling companies have spent around £234 million on TV advertising, £149 million on social media and £301 million on ‘affiliates’. Most of the marketing campaigns are now conducted over the internet with industries spending five times more money on online advertisements than TV advertisements. The published figures from the audited accounts of prominent gambling operators have precisely indicated the areas where the companies have spent their money in 2017:
- Online marketing – 48% of the entire marketing spend by the gambling bodies (£747m)
- Social media marketing – 10% of the entire marketing spend by the gambling bodies ( £149m)
- Affiliate advertising – 19% or about one-fifth of the entire marketing spend by the gambling bodies (£301m)
- TV advertisements – 15% of the entire marketing spend by gambling bodies ( £234m)
- Sponsorship – Almost twice the amount of money spent in 2014 on marketing by the gambling bodies (£60m)
If you consider the entire gambling industry of the UK, you will find that the entire gambling industry of the UK (except the lottery market) has spent around £1.16 billion on social media, sponsorship, affiliates and online advertising. Only £22 million of funds for intent marketing was allocated to the entire UK lottery budget.
The CEO of GambleAware, Mark Etches said, “Children are growing up in a very different world than their parents. The Gambling Commission reports that 59% of 11-16-year-olds have seen gambling advertisements on social media, compared to 66% on television. One in eight, 11 to 16-year-olds follow gambling companies on social media, and they are three times more likely to spend money on gambling. Of those who have ever played online gambling-style games, 24% follow gambling companies online.”
The published statistics not only show the massively popular marketing strategy of the UK gambling brands but also the negative effect of gambling on children. It has been long debated in the UK about the effects of mass advertising related to gambling and the impact it can have on children. With the new insight regarding the statistics, gambling charities are concerned about the online casino operator’s aggressive advertising strategy which has the potential to increase the number of gambling addiction issues in the country. If you think that these concerns are exaggerated, then, you are wrong. The charity organisations already have information that states that the gambling rates among adolescents and children are much higher than the consumption rate of cigarettes and alcohol. Based on the published reports by Regulus Partners, it is justified to treat gambling as a public health issue. As per GambleAware, it is the collective responsibility of social media platforms and gambling companies to protect these young adults. The gambling companies should devise methods to counteract these harmful effects of gambling and should provide necessary information to counteract the problem of addiction. Regulus Partners has published an infographic which shows that the gambling bodies have spent their money on advertisements. It shows the rise of investment in advertising and marketing related to gambling from the period 2014 to 2017. This information can be used later to create a proper strategy to combat the harmful effects of gambling and alienate the gambling world from adolescent and children.
Marc Etches later added, “The Regulus analysis shows that more attention needs to be paid to the extent of gambling-related marketing online and that internet companies and social media platforms must share in the responsibility to protect children and to generally raise awareness of the nature of gambling, associated risks of harm, and where to go for help and advice if it is needed.”
The latest reports also show a new trend by the UK gambling operators – it confirms that the gambling companies of the UK are slowly migrating away from live ventures. In fact, when this report was published, prominent casino operators were already offloading their live assets. In October 2018, reports suggested that the prominent casino operator, William Hill was thinking about selling off its racing pitches and shift its focus towards the online market especially considering the fact that the most of the UK operator’s revenue was generated from online betting.
SummaryName: The Advertising Statistics of the UK Gambling Brands
Author: Stephanie Regan
Published Date: 18/06/2019