WEBMASTER NEWS
ONLINE DOMINATES UK
GAMBLING MARKETING SPEND
Nearly half of the £1.56bn spent on
marketing by gambling companies in
Great Britain last year was invested
online, with television advertising
accounting for just 15% of the total.
According to Regulus Partners’
Gambling Advertising and Marketing
Spend in Great Britain 2014-17 report,
overall marketing expenditure has
increased by 56% since 2014.
Direct online marketing in 2017,
including banner ads and paid
search, amounted to £747m,
nearly double the £400m that was
spent in 2014.
The amount invested in other
forms of online marketing also grew,
with social media spend rising from
£42m in 2014 to £149m in 2017,
while affiliate marketing climbed
from £282m to £301m.
Although TV advertising investment
increased from £155m to £234m over
the three-year period, this is some
way behind direct online marketing.
Sponsorship, which covers football
shirts, horse racing and other events,
doubled from £30m to £60m.
Regulus also said that other offline
advertising such as print newspaper
ads and billboards fell from £94m in
2014 to £70m in 2017, as companies
focused on online channels.
Between 2014 and 2017, spending
on lottery advertising dropped, falling
£3m to £88m, as a result of a decline
in spending across all channels with
the exception of social media, which
jumped from £2m to £9m.
PUNTERS PARADISE DEAL GREEN LIT
Punters Paradise has
completed its acquisition of
Racing Internet Services for
AU$17m (£9.7m), bringing
together two of Australia’s
leading horse racing news
and affiliate sites.
Confirmation of the deal
comes after the Australian
Competition and Consumer
8
Commission (ACCC) gave
its approval to the merger
last week, amid concerns
that it would hand too much
power to Punters Paradise
owner, News Corp.
However, an ACCC
review declared that as
readers are not required
to pay for content on
iGB Affiliate Issue 72 DEC 2018 / JAN 2019
either of the services, it
would not impact their
access to information,
according to the website
HorseBetting.com.au.
In addition, the ACCC
said it is unlikely other
news services and affiliates
active in the Australian
market would suffer as
a result of the merger.
In a statement ACCC
commissioner Roger
Featherston said, “The
ACCC found that there
are numerous alternative
sources of online racing
news and information for
consumers other than
Punters and Racenet.”