Navigating creative marketing in regulation-focused sectors: Maintaining imaginative flair while avoiding Legal's stern correspondence
In the dynamic world of gaming, a growing emphasis on responsible marketing is shaping the industry's future. Brands like Flutter/FanDuel, Caesars Entertainment, and BCLC/PlayNow are leading the charge, adopting strategies that promote responsible gaming while upholding consumer protection.
The American Gaming Association's (AGA) Responsible Marketing Code serves as a guiding principle for these brands. This code emphasizes the promotion of responsible gaming to prevent problem gambling and protect consumers.
One key aspect of this approach is adherence to a Responsible Code of Conduct. Brands are committed to avoiding deceptive or unfair marketing practices and limiting intrusive contact, such as excessive push notifications, recognizing the addictive potential of sports betting products.
Another important element is voluntary compliance with marketing codes, designed to reduce the risk of underage gambling and addiction by enforcing strict guidelines on audience targeting and communication methods.
Brands demonstrate these principles through practical measures such as affordability checks for large or atypical bets, designed to help identify risky wagering patterns and intervene appropriately.
Notably, brands like Flutter/FanDuel are making significant strides in this area. Their "Play Well" feature, which includes the "My Spend" dashboard, has been widely adopted, with 44.5% of customers using it during the NFL season in 2024.
Regulators also place importance on the tone and authenticity of Responsible Gaming (RG) messages, not just their presence. For instance, in Ontario, using athletes or celebrities with youth appeal in igaming ads is forbidden. Instead, RG messages should not read like fine print.
Effective strategies for RG marketing also include creating a series of RG-focused content, such as "30-Second Limits" or "Know Your Pace," and framing cool-off periods, spend trackers, and self-set limits as control, not consequence.
A jurisdiction-aware content matrix can be created, tailoring content per market and adhering to state or provincial regulations. For example, in Caesars Entertainment's "People Planet Play" program, the company maintains Responsible Gaming (RG) credibility through regular updates and progress publications.
In conclusion, the gaming industry is embracing responsible marketing as a crucial element of building a sustainable industry that prioritizes consumer safety alongside growth. While these strategies are embraced, there is ongoing challenge in defining responsible marketing boundaries in a fast-evolving digital environment. However, with the support of codes like the AGA’s Responsible Marketing Code, brands are well-positioned to navigate these challenges and continue to lead the way in responsible gaming.
[1] American Gaming Association. (n.d.). Responsible Marketing Code. Retrieved from https://www.aga.org/responsible-gaming/responsible-marketing-code
[2] Flutter Entertainment. (2024). Flutter Annual Report 2024. Retrieved from https://www.flutter.com/annual-report-2024/
