“For us, it was a shock,” says Christoph Winterling, commercial and marketing director at Serie A’s FC Bologna, regarding the Italian ad ban introduced last year. “At the time Serie A was losing money because we would be losing clients for LED hoardings. We had to be creative and look for opportunities where we could still offer betting brands the chance to benefit from our global visibility, while excluding visibility in Italy,” Winterling adds.
This has led to the implementation of “virtual advertising” packages utilizing LED technology and on-screen overlays positioned behind the goals. These packages offer Asian betting partners the opportunity to be seen on pitch-side hoardings during regional broadcasts. The gambling sector and its partners are navigating the changing regulatory landscape surrounding gambling in Europe, which is further impacted by the ongoing pandemic.
Important territories such as Italy and Spain have already introduced measures that severely limit or ban direct advertising and impose additional restrictions on all forms of marketing. In the UK, there is already a voluntary whistle-to-whistle ban in place. The anti-gambling industry lobby has proposed suggestions that could lead to a complete ban on TV gambling ads and sports sponsorship. Furthermore, countries like Sweden, Belgium, and Spain have established deposit and bonus limits, which act as a hindrance to marketing efforts.
“It is a new reality,” says Florian Geheeb, global director for advertising sales at Sportradar. “But the operators have learned to adjust depending on the regulations.” The focus is shifting from above-the-line advertising and marketing to other forms of digital marketing techniques.
Affiliate marketing firm XLMedia highlights technology as an area where they can leverage their expertise to better target their audience. They aim to use proprietary data, data science techniques, and personalization to improve recommendations and increase site productivity. The company emphasizes the need to segment the audience, understand behaviors, and maximize revenue.
Ad-tech and programmatic advertising have matured significantly, offering more precise targeting of players. This is crucial for the gambling sector, which now faces tighter regulations and increased taxation. The industry must spend marketing dollars more efficiently.
The data available within the gambling consumer ecosystem provides valuable insights into player behaviors. XLMedia plans to create more dynamic sites that drive personalized consumer journeys. Understanding player bases enables a greater focus on player retention to increase their lifetime value. Targeting specific elements of the audience allows for the avoidance of vulnerable groups.
The sector aims to thrive within the new structures and address both the concerns of regulators and consumers who may have been negatively affected by excessive gambling advertising. Blanket bans are seen as a blunt instrument that harms sports and restricts operators. Smart approaches can help the sector flourish and prevent further action.
