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MARKETING OF GAMBLING BONUSES --- NEW GUIDELINES

MARKETING OF GAMBLING BONUSES --- NEW GUIDELINES . CHALLENGES. The global gaming industry is highly competitive and with limited product differentiation Licensees differentiate typically in marketing

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MARKETING OF GAMBLING BONUSES --- NEW GUIDELINES

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  1. MARKETINGOF GAMBLING BONUSES---NEW GUIDELINES

  2. CHALLENGES The global gamingindustry is highlycompetitive and with limitedproduct differentiation Licenseesdifferentiatetypicallyin marketing Bonus offers has since the industry'sbeginningbeen the primarycompetitive factor and estimated 90-95% of new customersobtained from a bonus offer Likewise, bonuses the primarytool to reactivatecustomerswho have not usedtheiraccount in a while

  3. MARKETING SPEND 2012 Gross spend 2012: 500M DKK Internet: 250M DKK

  4. BEGINNING Onlyyourfirstplaced bet qualifies for the promotion, and it must bematched for £/€25 or more. If the qualifying bet loses, £/€25 willbecredited to yourBetfairaccount. In the event thattwo bets areplaced at the same time, the firstsettled bet willbe the qualifying bet. In the event yourfirstqualifying bet wins, therewillbenocredit to youraccount. Qualifying bets must beplacedwithin 21 days of registeringyour new Betfairaccount and qualifying bets must settlewithin 21 days of beingplaced. Unmatched, unsettled or voided bets will not counttowardsthis promotion. Betfairwillendeavour to credityouraccountwithin 48 hours of the qualifying bet beingsettled. 'Matched' means offered and accepted on a market of the www.betfair.com website and refers to the stake of a back bet or the liability of a lay bet. By enteringthis promotion youagree to bebound by the above terms and Betfair's Standard Terms Applicable to Promotions, Competitions, Tournaments and Events. Betfair Standard Terms & Conditionsapply.

  5. UK EXPERIENCE

  6. COMMUNICATING CONDITIONS • When and where to communicate significant conditions? • Before or at the time of entry • Depends on medium/channel • Limited space or time? • Must include as much information about significant conditions as practicable • Must direct consumers clearly to an easily accessible alternative source where all significant conditions are prominently stated. • Must be able to retain those conditions or easily access them throughout the promotion.

  7. ONE CLICK AWAY…. • From the sponsored link / banner, one click takes you to a landing page • Significant conditions highlighted plus link to full terms and conditions • Short references to significant conditions • Geographical restriction • Bonus wagering • Deadline to complete • Game weightings • Restriction on withdrawals

  8. DK GUIDELINES PRINCIPLES • Conditions must be presented in a clear and transparent manner in close proximity to the bonus offer • Conditions / restrictions and provisions must be included in the initial presentation of the bonus offer and in the same medium in which it is being promoted • Conditions of the offer must be correct, accurately worded and relevant • Conditions must not be capable of generating potential misunderstandings, ambiguities or misinterpretations • Conditions should not contain unnecessary information • Provisions or conditions / restrictions contained in an offer must be presented to the public in such a way that they have approximately the same degree of communicative impact as the offer itself

  9. EXCEPTION – LIMITED SPACE • If limitedspace due to medium it canbe OK to reference to different medium for additional information BUT!! • Bonus offer shallbe described clearly, accurately and in a balanced manner with respect to the benefits, provisons and conditions / restrictions • If significant limitations are associated with the offer it will be insufficient to refer customers to a different medium

  10. SIGNIFICANT RESTRICTIONS • When the bonus applies to a restricted group, such as to new customers only • When a deposit is required before a bonus can be received • When play-through requirements must be met before a bonus can be received, including information about games that might not count towards the wagering calculation, or which must be played at minimum odds before they can count towards the play-through requirement • Time limits affecting the receipt of a bonus, such as the expiry of the bonus, or a play-through requirement relating to a specified period

  11. MEDIA LIMITS 1) No limit in space Print advertisments E-mails Web sites 2) Limited space TV & cinema SMS Small print advertisments 3) Verylimitedspace Banner advertisments Adword Mobile advertisments Radio

  12. NOT LIMITED IN SPACE (Print, e-mail, web sites) • The offer and its associated restrictions can be described fully. • It is acceptable to include links to the full conditions using the same medium(web sites, e-mail) • All conditions applying to the offer must be described in the advertisement itself (print)

  13. EXAMPLE: PRINT WRITTEN TEXT: 100% deposit bonus. This offer is open to new players. The bonus campaign covers the period [specified period]. The offer is valid for the first deposit, which will be matched with a 100% bonus up to a DKK 2000 maximum. The bonus will be credited to your account within 3 days of your first deposit. All bonuses must be wagered at least 3 times in sports betting at minimum odds of 1.7 before a withdrawal or a transfer to any other products can be made. You have 60 days from the receiving the bonus in which to meet the necessary play-through requirements. You can read more about the offer, rules and conditions on our website, [www.].”

  14. LIMITED SPACE (TV, cinema, SMS, small print ads) • The wording must be presented in such a way that a player can realistically read it (TV, cinema) • Amessage which describes an offer with attached restrictions is worded clearly, accurately and in a balanced manner(SMS) • Alesser degree of detail is acceptable. However, it is a prerequisite that the message contained in the bonus offer should still be expressed clearly, accurately and in a balanced manner (small print ads/banner ads)

  15. EXAMPLE: TV & CINEMA • SPEAKER and / or WRITTEN TEXT: “(...) This offer is restricted to new customers. Deposit DKK 100 or more and receive a 100% bonus, up to a maximum of DKK 1000. Valid only for certain games. Play-through requirements, time limits and other conditions apply. For more information, visit [www.].”

  16. VERY LIMITED SPACE (Adword and banner advertisements) EXEPTIONS APPLY • Sufficient for the advertisement to clearly mention that there are conditions attached to the bonus offer, and for the advertisement to include a direct link to the relevant conditions / restrictions and the bonus offer in its entirety (not just general web site)

  17. EXAMPLE: ADWORD “Welcome bonus of DKK 1000.[www./]NOW: Bonus of DKK 1000 ]. Conditions apply. View them here [direct link].”

  18. RADIO EXEPTIONS APPLY • sufficient for the advertisement to mention that deposit and play-through requirements apply if these conditions are being imposed in practice • advertisement must mention that other conditions / limitations apply to the bonus offer, and must state where these conditions / limitations, as well as the offer in its entirety, can be read

  19. EXAMPLE: RADIO ANNOUNCER: “(...) Receive a DKK 200 bonus when you make a deposit. Play-through requirements and other conditions apply. Visit [www.] today and read more about the offer and the conditions attached.”

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