IgnitionOne and ComRes, which is a polling firm, recently released a report called ‘Betting on Digital’.
This report showed that the majority of UK adults, in fact 79%, feel that online gambling is poorly marketed and also targeted at the incorrect audience.This research included 2,000 UK adults of which 604 are either active gamblers or have gambled in the past.
The report also revealed that the majority of participants felt the necessity for the large amount of advertising done by gambling companies.
As part of this survey, eleven marketers were also interviewed. There seems to be a clear consensus between the public and marketing agencies in that advertising of online gaming is vital for brand awareness as well as to drive traffic.
These marketers, however, expressed their preference to digital marketing with concerns regarding the high expense of TV advertising.
Of the 604 active gamblers or previous online gamblers, the majority expressed that they felt that both online marketing and TV advertising were of equal importance when it comes to influencing them as to which online casino to play at.
Other influencing factors included the quality of the product and 69% felt that the quality of the game was important, 73% of participants felt that the easy user experience was important while 65% felt that regular discounts was a big draw card.
According to the report, UK adults also felt that corporate responsibility is important and 45% of participants expressed their likeliness to place a bet with an online gambling site if the brand was also contributing to the education, treatment and research of gambling addiction.