Strategic Blueprint for Legally & Responsibly Marketing Gambling Brands on Social Media

Kenya’s sports betting sector has grown rapidly in recent years, roobet driven by mobile penetration, digital payments, and strong demand for real-time sports engagement. However, with this growth has come increased scrutiny—particularly over how betting brands advertise to the public. As China’s all-in-one super app, WeChat blends messaging, payments, and social media, making it integral to daily life.

• Another organization that this project could partner with would be the Responsible Play organization.
• This review included only 21 articles on the topic of the digital marketing of gambling.
• Think marathon mentality versus hasty sprints crossed up by false start penalties.
• The high level of exposure to positive gambling cues in society has led to the perception of gambling as an acceptable, credible and harmless leisure activity (55).

Related articles

Paid advertising is tightly restricted, but creative storytelling can help brands build awareness. Another significant advancement is the integration of responsible gaming tools directly into online platforms. Features such as self-exclusion options, deposit limits, and reality checks are now commonplace, helping users manage their gambling activity. These tools leverage social media platforms to create awareness and promote healthier gaming habits.

Sportradar extends ad:s paid social media advertising to Snapchat

This is why iGaming fraud detection is now a critical part of any online gambling advertising strategy. Ad content requirements – Ads must clearly show age restrictions (like 18+ only) and include responsible gambling messages, all within the ad’s limited character space. Heavy fines, license suspension or revocation, criminal charges, and civil litigation are some of the common consequences of failure to comply with gambling marketing regulations. Moreover, non-compliance could lead to reputational damage, causing negative reviews, an increase in customer churn rate, and loss of revenue.

The evolution of technical aspects of betting, such as opening accounts and betting via mobile phones, are also perfectly modeled for young people (82). The proliferation of simulated forms of gambling not involving money on the social media is a gateway to encourage adolescents to progress to online gambling. Social gambling can also lead to a diversification of gambling offers for young people, with an easier, more attractive access to casinos. This review included only 21 articles on the topic of the digital marketing of gambling. This lack of data, more particularly for North America or Europe, is surprising, given the development of online gambling and online internet gambling marketing in the last 10 years. The high level of exposure to positive gambling cues in society has led to the perception of gambling as an acceptable, credible and harmless leisure activity (55).

Behmann M. Analysis of the Role of social media marketing and communication in the online gambling market (Unpublished Honours Thesis). The multiplicity of online platforms has enabled both the development and the repetition of positive messages promoting gambling practices and brand-names. The website will be effective in presenting my research questions in order that the audience will gain the most insight from. The website helps address sports gambling companies marketing tactics and brings awareness to the audience to help identify them and proposes solutions to those who may need help.