Online gambling legalization is spreading across the US. Whether it’s legalizing online sports betting, online casinos, or even fantasy sports, states are opening up gambling establishments to citizens of legal age. But as the industry seemed to be growing, there were concerns about the possibility that the problem of gambling could become a topic of discussion.
Hence, there have been some big campaigns making the rounds across the US states as online casinos put in place some media strategies to promote operations. These strategies aim to portray gambling in a more positive light by showing the fun side, encouraging responsible gaming to combat problem gambling, promoting the importance of gambling at legalized online casinos and avoiding those that are unregulated are.
Let’s take a quick look at some of these media strategies and advertising campaigns that are trending right now and the impact they’ve had.
This is probably the biggest trending media strategy when it comes to online casinos as it aims to tackle key lawmakers concerns. Problem gambling. And there isn’t a state that doesn’t touch this, from online casinos in places like Michigan to Delaware. They are all pushing for responsible gaming right now.
Now, when many states legalize gambling in whatever form, they earn taxes from the operators. This was a big part of why states started legalizing online gambling. However, to address concerns about problem gambling, regulators began to insist that anyone who applies for and obtains an operating license must also help fund gambling charities and promote responsible gaming.
This is why there are now many ads on TV, radio and newspapers all mentioning features like setting your own deposit limits for responsible gaming. Details on how to contact support networks run by gambling charities are also posted. And because this was a success for many states, other states began to follow suit. One of the biggest campaigns you might have seen was the Have a Game Plan promotion, which featured posters with lots of different sports all over the place.
Another great gambling marketing strategy put in place to show the popularity of gambling and how much fun it can be is for online casino brands and sportsbooks to hire celebrities to endorse their brands. We’ve seen the likes of Jamie Foxx representing BetMGM, Ben Affleck, Shaquille O’Neal and Melvin Gregg representing WynnBET.
This is a strategy that has been used in various industries for many years and, as usual, has had success in the gambling industry. As shown by the increase in the customer base in many states with regulated operators and the increase in the total value of bets processed.
The problem with this strategy is that it can be considered misleading. Since many people can be influenced by celebrities who are paid to attract customers, people could certainly sign up even if it isn’t beneficial to them. And that could soon be averted if the US follows Britain’s example in April and passes a law that will prevent celebrities, sports stars and any kind of influencer from promoting gambling businesses from October 2022.
Fixed or nothing
The other media trend now making the rounds in various US states is the recent push to encourage people to wager only at legalized online casinos. This is because these legal operators have obtained licenses from the regulatory bodies of every single state where gambling is legal.
The granting of these licenses means that the operators meet certain guidelines. This is to ensure that the number of different aspects is met. These include:
Fairness in this sense refers to games being fair. Although a game may have a house edge, they are not manipulated by the operators to increase the house’s odds of winning. There are many myths about how casinos fix things, but being licensed means they have been inspected by independent bodies who ensure all games are calibrated and working properly and working in a fairway.
Responsibility again refers to the idea of responsible gaming, but on the operator’s side. They need to ensure systems are in place to allow people to remain responsible, but they should also identify individuals who show signs that they may be a victim of problem gambling. Many online casinos have software that they use to identify betting patterns here and identify potential customers who may be having problems.
And finally safety. This in terms of customer protection. Protecting their data and protecting their funds. An illegal casino does not offer these services and can sell your information to third parties or possibly even steal your money. With regulated operators who get licenses, you are not only protected but also insured should anything happen to your funds or data.
So, as you can see, there are a number of different online casino marketing strategies currently making the rounds in the US states. Much of this is positive and tries to promote things like responsible gaming and safer betting. These are the kind of marketing strategies that states want to see and promote more of. Ensuring players have the tools they need to ensure they don’t fall into the trap of problem gambling and are also protected by the security measures put in place by operators.
Then you have the potentially bad media strategies being employed, such as B. Hiring celebrities to promote brands. While working for brands with growing consumer bases, just because someone famous is doing it can lead to people signing up for things they don’t know about, and encourage younger people to try it even if they’re underage , because they want it copied their heroes. And so it’s understandable that places like the UK have introduced new laws to limit this, and why it wouldn’t be a surprise if the US eventually followed suit.