Online betting is a well established phenomenon in our society, with the problems that come with it. The big bookmakers quickly adapt to any type of institutional regulation.
Advertising is your most powerful weapon to consolidate your customers. To “consolidate” we mean turning the gambling behavior into a habit that allows them to withdraw all the money they can from people on the streets.
Fortunately, it is also one of the sectors that has generated the most social alert in recent times, and the company reacts to protect itself from the advertising schemes of these companies.
Advertising tips from bookmakers
What are the main pillars of bookmakers’ advertising campaigns?
1. Aggressive campaigns targeting young people
Studies show that the usual player profile has changed over the years, ending with people under 35. Bookmakers are the first to find out, so they tailor their advertising campaigns focusing on this group.
With very aggressive and interactive advertisements on the Internet and social mediaThey manage to capture many of their new customers, new players with chances of becoming long-term players.
Betting companies “sow” young people, hoping to have them as customers for many years.
2. Use celebrities as a claim: the halo effect
It is no coincidence that so many celebrities and familiar faces are associated with the advertising campaigns of the big bookmakers. Big sports clubs, popular footballers, prestigious tennis players, Host of the friendly television contest …
Large betting companies take advantage of what in psychology is called the Halo Effect: when a famous person is associated with a particular product or service, users transfer values and opinions about this character to the product or service in question.
That way, if a famous athlete that I am and that I admire a lot comes out announcing a betting platform that gives me launch bonuses … then it is much easier for him to end up biting the hook. essentially confidence in that character is transferred to what you advertise. That’s why it’s not the same as a celebrity known in the media like anyone else.
The sentimental link with professional sports leagues and their star players it is deeply rooted in the collective imagination of the youngest. That is why they are the flagship ships of those who sell online bets.
As long as they are allowed, betting companies will continue to use all giveaway slots to advertise: the jerseys of all the major football teams are full of advertisements, aimed at all fans.
3. Initiation vouchers: I’ll let you start betting “for free”
When browsing a web page it is common to find bookmaker advertisements promising-50, 100 or even 200 euros to play.
This is one of the most effective advertising claims. One of the first player’s objections is usually “I don’t have enough money to start betting”.
But the big bookmakers have the solution! They invest real fortunes every year to be able to offer these “free” game credits. and thus facilitate the entry of new players.
The system is simple. You register and already have “virtual money” to start betting. The player who bites the hook can start playing or put in very little money.
Sooner or later the usual house wins. Normally, this free credit ends right away, and by the time the person has already started investing their own money, they will have already consolidated their gambling habit and leveled the playing field for developing addiction.
In addition, it is a claim on the obligations that feeds the initial illusion that “I am not spending money” and that these bets present no danger to the person. What they don’t know is that they’ve just been bitten by the bait thrown at them by predators from online betting companies.
4. Illusion of control
Many young people said that sports betting announcements taught them that “with sufficient preparation and knowledge of sports, they can control the outcome of matches and their bets”.
This is one of the messages that bookmakers leave implicitly in their campaigns and advertisements. It promotes the cognitive bias of the illusion of control, Make people believe that they can earn a lot more than others, if they follow a certain system.
But it is paradoxical, because if there were really chances of winning a lot, the bookmakers would have been in charge of closing this hole, because it would not be profitable for them. We have all heard of those great Las Vegas casinos that end up kicking out players who have won too much money.
Remember, “the house always wins”
Experts claim that sports knowledge does not influence to win bets. Is random, there are too many factors at play, the results cannot be predicted.
At the end of the day, it’s no more complex than the national lottery system. All you have to do is cross your fingers, but most of the time you’ll be losing money.
If you or a loved one has difficulty playing online, contact a specialist immediately. It is only a matter of time before the problem escalates and huge financial debts are generated..
I work with many people who have been victimized by gambling and have developed a gambling problem. I offer one-on-one therapy sessions at the Psychology Practice in Valencia, as well as online therapy for everyone. world.
See my contact details on this page.