UK egaming marketing failing to hit the spot
ComRes survey finds only one-in-five Brits feel egaming marketing targets the right audience
Online gambling marketing campaigns are targeted at the wrong audience while simple website navigation is the major pull for online gamblers, a poll of British consumers has found.
The ‘Betting on Digital’ survey, which was carried out by pollsters ComRes and marketing agency IgnitionOne, saw more than 2,000 members of the British public quizzed about online gambling and just 21% of those polled felt advertising was being aimed at the right audience.
In addition, two thirds of the public felt that there was too much gambling-related advertising with just 24% having indicated that TV advertising was a major factor when choosing an online gambling website to use.
An easy user experience was the number one consideration when consumers select which site to use, followed by the quality of the game (69%) and the offer of regular bonuses and free bets (65%).
Corporate responsibility also weighed heavily on the minds of the British public with almost half of current online gamblers (45%) more likely to place a bet with a gambling website where the brand contributed financially to the research, education and treatment of problem gambling.
Simon Haynes, managing director of IgnitionOne, said the report showed that marketers still had some way to go before realising the full potential of marketing strategies.
“We believe that online gambling marketers have only scratched the surface of what can be achieved with innovative digital marketing and that ROI from online channels can be achieved by using the right technology,” Haynes said.
The poll also found women were more likely to stay loyal to a brand with 41% of females stating to have used only one website compared to 30% of men.