Social Media for the Gambling Sector

10 years ago gambling would only occur within the confines of betting shops, casinos, race tracks & the odd ‘friendly’ wager within the pub. Now in 2012 it is very unlikely that you can surf the web without seeing some kind of online betting advert. There is no doubt that this is a sector of extreme growth; however I’m writing this post to assess how companies such as Ladbrokes, Bet Fred & Paddy Power are using Social Media to enhance online gambling.

So what exactly are our 3 case study brands doing on social networks to aid their online revenue..? Firstly, all are active across Facebook, Twitter & YouTube – The brands have realised that the bulk of their players are active within such communities & have amended their marketing / communications strategies to engage with them. Have a strategy for this engagement is key & having spoke to one of the brands Social Media managers the approach is clear – To engage with existing or potential players across as many social touch points as possible.

To give you an idea of what is possible, I’ve elaborated on a few examples below.

Facebook Welcome Tabs

Ladbrokes have multiple Facebook Pages for each of their categories (Poker, Bingo, Sport etc) but I’m going to refer to their official page.

Utilising the character used in TV adverts this image immediately welcomes new visitors to the page & encourages them to ‘Like’.



Engaging Content
Online gambling brands cannot simply post their deals / odds & predictions 24/7. Instead they must portray their brand personality in order to fully engage & excite their communities. Both Ladbrokes & Paddy Power have clear personalities behind their posts – By exciting their communities with interesting content or exclusive odds they are able to drive traffic towards eventual conversion.

Being the First…

Interestingly Paddy Power has already invested the time in creating themselves a branded Google+ Page. Not only are they doing something different to their counterparts, they are also reaching a whole new audience thus opening themselves up to a whole new revenue stream.

With the new Google Plus Your World update this is a very educated move by Paddy Power. They have a clear content strategy that will benefit their overall Google rankings & increase brand awareness through various public communities.

Integrating Online & Offline

Bet Fred has fully embraced integrated marketing as part of their 2012 strategy. Besides from including various social media logos throughout their online & offline advertising, they have started introducing their players to QR codes. In my opinion this method of taking consumers online via their mobile devices (usually from a ‘real life’ environment) will fully mature in 2012 revealing its true power to marketers. The example below shows a clear incentive for signing up – £50 free credit – By placing this feature in magazines, bus stops, bill boards & anywhere else in consumer’s line of sight; Bet Fred will become accessible to millions of more people…

Although brief, this post has taken a look at some of the ways that gambling brands are using Social Media to grow brand awareness, enhance existing relationships, reach new audiences & maximise income from online gambling. Over 2012 I expect to see a lot more social activity from all gambling brands; I’m just hoping they remain creative in their marketing & continue to push the boundaries of Social communications.

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