THE GAMBLING INDUSTRY HAS GROWN IN A 40% DESPITE THE ADVERTISING RESTRICTIONS

  • In the first six months of 2021, the same amount of wages has taken place as in 2020, with an estimated 80% growth this full year.
  • The Christmas Lottery trends on the Internet and reaches the highest peak of searches in recent years.

We have conducted a study on the current situation of the gambling sector in Spain after the implementation of the new gaming regulation law that affects all commercial communications of leisure activities. Investment in advertising and marketing grew by more than 100 million euros in 2020, and this new regulation seeks to protect consumers, especially those who aren’t of age yet. The idea is to have greater control over a sector that keeps growing rapidly.

Advertising spend rises 40% year-on-year in 2021.

Far from being limited by the new regulations announced last year, advertising investment in the sector broke all records and grew by 40% in the last half of the year.

Search marketing is gaining strength and online searches are one of the main ways of attracting new users after the bans. The measures taken during the first pandemic alert period, when advertising investment was reduced by 85%, did actually have an effect.

The Christmas Lottery grows and reaches the highest peak of searches in recent years.

Christmas Lottery searches are linked to certain moments of the year, and as we can observe, the growth trend linked to last year far exceeded those of previous years.

We can foresee that during this 2021, it will be the highest peak in Christmas Lottery searches ever generated, highlighting the interest of users in buying Lottery online.

The end of celebrities in industry sponsorships?

The Government’s reform regarding the new regulation of gambling activities limits the advertising that was being done, so brands have to adapt and find new ways to connect with their target audience.

The Government’s reform regarding the new regulation of gambling activities limits much of the advertising that was being done, so brands have to adapt and find new ways to connect with their target audience.

Among all the new measures, it is forbidden to use commercial sponsorships with public characters, whether real or fictional, but new strategies are being implemented and they are managing to ‘use’ celebrities in their social networks.

➡️ What changes have we detected in the content and way of communicating ? You can find out all about it in our public study! ⬇️

 

Download full study

 

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