Responsible marketing in the gambling industry

The gaming industry is now a popular industry. In this regard, regulatory authorities and agencies for the development of advertising standards pay attention to it. They have introduced strict rules to ensure that the casino content meets the highest standards.

It should be understood that online casino are essentially business projects. Therefore, they need competent advertising campaigns that meet all the requirements. These tasks are only possible for experienced marketers who can create interesting ads that do not put the most vulnerable categories of users at risk.

Classification of players: what groups are gamblers divided into

It is important for casino owners to keep an eye on their customers in order to understand who is most at risk. This task is difficult, since the behavior of some addicted gamblers is very similar to the actions of VIP clients who place bets without risking their financial well-being.

Here it is worth understanding that these two groups of players act in a similar way, but for different reasons:

1. VIP players. They make big bets in order to get a serious prize. They are interested in excitement, and spending does not strike a blow to their budget.
2. Players at risk. Such casino visitors make large bets in order to recoup previous failures. In the end, it all comes down to the fact that they lose everything. And this is not only a problem for them and their relatives, but also for the owners of online casinos. Therefore, it is very important to be able to separate gambling addicts and VIP visitors.

What marketing tools can be used to combat gambling addiction?

Ideally, marketers should find ways to promote safe gambling. This tactic is followed by many well-known online casinos and bookmakers. They understand their responsibility and spend about 20% of their advertising on promoting safe gambling. In addition, sites are offered to addicted players where ludomaniacs are helped.

Features of demographic targeting

In developing an effective and safe marketing campaign, it is important to consider various factors. And one of them is demographic targeting. This is due to the fact that the regulatory authorities and the operators themselves are concerned about the increase in the number of young players, many of whom are minors.

Marketing content must be age appropriate for the target audience, so advertising materials are designed to meet all existing standards. All gambling brands need to explain to the managers of affiliated companies all the advantages and disadvantages of high-quality advertising materials that will attract new visitors.

At the same time, it is important to pay attention to advertising presented on YouTube and other similar sites. It is necessary to configure everything so that the content is shown to people of a certain age and underage users do not get access to it. Therefore, demographic parameters should always be taken into account, even if the videos are broadcast on third-party sites. But often this requirement is not met. As a result, tougher requirements for casinos follow. One of them was a proposal to introduce a qualification for gamblers under the age of 25. This will reduce the risks for vulnerable user groups. But for now, this issue remains under discussion.

In any case, operators need to view responsible marketing as a project that receives constant attention. Only then will it be possible to promote the product without risks for users.