Playing is associated with entertainment, fun and enjoyment. It is part of the everyday life of human beings. There are different kinds of games such as skill and thinking games. But you also have the games of chance.
But what are games of chance?
Participation in the game of chance costs money, you buy the opportunity to win. The outcome of a game of chance is largely determined by chance. If you lose in a game of chance, you lose the money you invested at the same time.
Digital advertising strategies in the gaming industry
The internet is also a place where people come into contact with gambling advertisements. This begs the question: What digital strategies do gambling providers have to get new customers?
Games of chance sound interesting and sobering at the same time. Sobering, because there is currently relatively little scientific knowledge about digital strategies for marketing games of chance. And interesting because it was possible to identify an area in which Internet users particularly often encounter gambling advertisements on sports websites.
Gambling is advertised a lot on sports websites
For providers, a strategy of linking sport and betting or gambling offers is very promising. They benefit from the enthusiasm of many people for their sport and can hope that the image of the sport rubs off on their betting or gaming offer.
From the perspective of player protection, however, there is a considerable risk in linking sport and gambling. On the one hand, it disguises the fact that gambling is anything but harmless and certainly not “healthy”. On the contrary, it can clearly make you sick. And on the other hand, a high presence of advertising in the sports sector contributes to a “normalization” of games of chance. Not to mention the possible trigger effect for people with problematic gaming behaviour.
Gambling advertising on social media
Gambling advertising is also increasingly appearing on social media, according to French researchers. There she probably meets mostly younger people. For the latter, there is an overall greater risk of coming into contact with gambling advertising.