How to effectively promote and advertise your gambling business in highly regulated markets

By Saloni Sehmi
How to promote and advertise your gambling business in highly regulated markets

How to Promote and Advertise Your Gambling Business in Regulated Markets

Online gambling is a growing industry, with the global market expected to reach $107.3 billion by the end of this year and $138.1 billion by 2028. However, as the industry expands, so do advertising regulations. Slotegrator, a leading software and business solution provider, shares key findings on effectively promoting your gambling business in highly regulated markets.

Trends in Advertising Regulations

Even in countries where land-based casinos are legal, online gambling can face severe limitations or complete bans. More countries, even historically liberal ones like Georgia and Lithuania, are tightening oversight of gaming operators and advertising strategies. This trend towards stricter regulation is seen across the European Union and CIS countries.

General Principles of Advertising Regulation

While advertising regulations differ from country to country, there are common principles in most regulated gambling industries:

– Prohibition of advertising to minors.
– Advertising content requirements.
– Licensing and regulation of advertising.
– Prohibition of deceptive or aggressive advertising.

Consequences of Illegal Gambling Advertising

Authorities use a range of measures to enforce compliance with advertising regulations, including fines, license revocation, criminal charges, and asset seizure.

Examples of Gambling Advertising Regulations in Europe and the Baltic Region

– Lithuania: Comprehensive prohibition on gambling promotion and advertising, including incentives like free spins or bonuses.
– Latvia: Strict regulation allowing promotion only for land-based casinos.
– Estonia: Significant freedom in advertising gambling services, with lenient restrictions on casinos.
– Finland: Stringent stance on gambling advertising, with strict surveillance and targeting of unlicensed operators.
– Italy: Sweeping ban on all forms of gambling advertising, including indirect promotion through various channels.
– Spain: Stringent regulations limit almost all forms of gambling advertising, with exceptions during late-night hours.
– Belgium: Comprehensive ban on gambling advertising across multiple platforms.
– Denmark: Permissible gambling advertising as long as it doesn’t target minors.
– Sweden: Permitted advertising for licensed games and lotteries.

Building Effective Strategies in Regulated Markets

Thorough market research and understanding the regulatory framework of your target market is crucial. Analyzing competitor strategies and monitoring regulatory changes can help develop effective marketing approaches while maintaining compliance. Communication and collaboration with partners is also essential to minimize mistakes.

Expert Insights on Advertising in Regulated Markets

Martin Calvert, Marketing Director at ICS-digital, emphasizes the importance of focusing on product quality, collaborating with partners, and finding the right marketing strategies that align with your brand and deliver desired results. He believes responsible gambling and a commitment to values can drive innovation and help brands stay on the right side of regulations.

About Slotegrator

Founded in 2012, Slotegrator is a leading provider of software and business solutions for online casino and sportsbook operators. They specialize in software development, integration of game content and payment systems, and consulting services for gambling license acquisition and business incorporation.

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