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The University of Sydney Page 1
Who ‘likes’ gambling?
The impact of social media
marketing
Presented by
Dr Sally Gainsbury
Deputy Director
Gambling Treatment Clinic & Responsible Gambling
Research Group
Senior Lecturer
School of Psychology
Editor
International Gambling Studies
The University of Sydney Page 2
Gambling advertising is highly regulated
The University of Sydney Page 3
Inappropriate advertisements may be banned
The University of Sydney Page 4
The Internet has changed marketing methods
– 48% of Canadians have used social media to find
products
– 40% of Canadian Millennials value and respect
brands interacted with on social media
– 38% have purchased products/services they found
through social media
The University of Sydney Page 5
Social network site (SNS) ad spend to reach C$1 billion by 2017
Social network ad spend in Canada
– 2015 $267.1 million
– 2016 $695.2 million
– 2017 $1 billion
3.7 x spend
The University of Sydney Page 6
Social media = Interactive marketing
• Better business
performance
• Increased sales
• Profitability
The University of Sydney Page 7
Gambling companies are using social media to reach
consumers
The University of Sydney Page 8
Gambling companies can work around advertising restrictions
on SNS
The University of Sydney Page 9
But, are all social media posts advertisements?
Current events
Customer service
Consumer
engagement
User-generated
content
The University of Sydney Page 10
Social media may not fall under advertising restrictions
Ordered to take
down – put up online
Posted out of
jurisdiction
The University of Sydney Page 11
Age restrictions are not effective on SNS
The University of Sydney Page 12
What is the impact of social media on gambling?
An Australian study by:
Sally Gainsbury, Daniel King, Paul Delfabbro, Nerilee Hing, Alex
Russell, Alex Blaszczynski, Jeffrey Derevensky
Research commissioned by Gambling Research Australia
GRA had no involvement in the research design, conduct, analysis, or the
preparation of this presentation.
Research conducted at Southern Cross University with the University of
Sydney and University of Adelaide
The University of Sydney Page 13
What did we do?
– Interviews with gambling operators
– Interviews with Internet users
– Audit of social networking sites
– Online survey of Australian Internet users
– Case study of Facebook
 Also looked at social games
The University of Sydney Page 14
Social media audit – Most gambling operators on SNS
0
10
20
30
40
50
60
70
80
90
100
% % % % %
Facebook Twitter Instagram YouTube Google+
Betting agencies
Casinos
EGM venues
Lottery
The University of Sydney Page 15
Wagering operators have the greatest social media presence
0
20,000
40,000
60,000
80,000
100,000
120,000
Casinos EGM
venues
Lottery Betting
agencies
Facebook
Twitter
Average number of followers
Wagering &
lottery are legal
online
The University of Sydney Page 16
Stated aims of social media use
• Brand awareness
• Customer engagement
• Customer loyalty
• Personal relationship with brand
• Broader brand reach
• Reputation building
The University of Sydney Page 17
Sales and revenue appear to be at least an indirect aim
The University of Sydney Page 18
Social media content and ads have a limited reach
– 1,339 adult (553 adolescent) social media users
– 41% (44%) had seen any promotions or content from gambling operators
– What content is seen?
– 19% (17%) paid or promoted content
– 10% (12%) shared content
– 11% (10%) official page
– 8% (11%) videos posted by operator
– 5% (6.5%) promoted content
– 3% (5%) operator tweets
– 5% (7%) official page
The University of Sydney Page 19
Less than one-fifth of users engage with gambling operators on
SNS
– 82% (81%) have no engagement
– 4% liked
– 5% (6.5%) clicked on ad
– 2% (3%) posted comment
– 2% (3%) shared content
– 2% (3%) followed or retweeted
– 6% (7%) watched video
– 2% (3%) shared video
The University of Sydney Page 20
The target audience are interacting with gambling operators on
SNS
Younger adults/older adolescents
Males
Spend more on gambling - adults
The University of Sydney Page 21
Why do adults engage with gambling operators on social
media?
1. Special offers, bonuses, promotions & discounts
2. To ask for help and advice
3. News, product updates & information
The University of Sydney Page 22
Adolescents are looking for entertainment and social
interactions
– Humorous or entertaining content important
– Recommendation by friend
– Want to connect with others
The University of Sydney Page 23
SNS promotions have a limited impact on users
75% No impact
11% decreased gambling
13% increased gambling
Adolescents have similar report (14% decrease, 11% increase)
Greater impact is seen on desire to gamble 17% (20%) increase
The University of Sydney Page 24
But, some vulnerable gamblers are affected by SNS promotions
Gamblers reporting increased gambling due to social media more likely to be:
Male Gamble more frequently
Younger Spend more money gambling
Higher education Use social media more often
Work full time At-risk & Problem gamblers
Ethnically diverse
Male adolescents more likely to increase gambling
Older adolescents had increased desire to gamble
The University of Sydney Page 25
There were few posts about responsible gambling on SNS
– 60% users never noticed RG messages by
operators on SNS
The University of Sydney Page 26
Considerations
Social media is a dynamic and rapidly changing platform
Regulation and policy needs to catch up
The University of Sydney Page 27
Consider what is appropriate for gambling companies on SNS
– Address volume, timing, and targeting of content
– Consider public image & reputation
The University of Sydney Page 28
Consider – should gambling companies be posting about this?
The University of Sydney Page 29
Companies are responsible for user-generated content
The University of Sydney Page 30
Proactively monitor and
assess ALL posts for
breaches of advertising
code
The University of Sydney Page 31
What counts as advertising?
– Branded content
– Official pages
– Videos and media
– Free-play games
– Shared content
The University of Sydney Page 32
Next steps?
– Can social media be regulated?
– What about offshore companies?
– Can companies self-regulate?
– How can the community respond?
– Role for counter-advertising & help?
– Thoughts…?
The University of Sydney Page 33
Thank you!
Dr Sally Gainsbury
Deputy Director, Gambling Treatment Clinic & Research Group
Senior Lecturer, School of Psychology, University of Sydney
Editor, International Gambling Studies
Research affiliate, Southern Cross University
Email: sally.gainsbury@sydney.edu.au
Website: http://sydney.edu.au/science/people/sally.gainsbury.php
@DrSalGainsbury
The University of Sydney Page 34
References
– Gainsbury, S.M., King, D.L., Russell, M.T., Delfabbro, P., Derevensky, J., & Hing, N. (2016). Exposure to and engagement
with gambling marketing in social media: Reported impacts on moderate risk and problem gamblers. Psychology of
Addictive Behaviors, 30(2), 270-276. http://psycnet.apa.org/doi/10.1037/adb0000156
– Gainsbury, S., Delfabbro, P., King, D.L., & Hing, N. (2016). An exploratory study of gambling operators' use of social media
and the latent messages conveyed. Journal of Gambling Studies, 32(1), 125-141. DOI 10.1007/s10899-015-9525-2
http://link.springer.com/article/10.1007/s10899-015-9525-2
– Gainsbury, S., King, D.L., Hing, D., Delfabbro, P. (2015). Social media marketing and gambling: An interview study of
gambling operators in Australia. International Gambling Studies, 15(3), 377-393.
http://dx.doi.org/10.1080/14459795.2015.1058409
– Monaghan, S., Derevensky, J., & Sklar, A. (2008) Impact of gambling advertisements on children and adolescents: Policy
recommendations to minimize harm. Journal of Gambling Issues, 22, 252-274. DOI 10.4309/jgi.2008.22.7
http://jgi.camh.net/doi/pdf/10.4309/jgi.2008.22.7
– Gainsbury, S., King, D., Delfabbro, P., Hing, N., Russell, A., Blaszczynski, A., Derevensky, J. (2015). The use of social
media in gambling. Gambling Research Australia. Available at: http://www.gamblingresearch.org.au/resources/d06679ec-
3577-4cb0-867c-594ce741dbf6/grasocialmediareport.pdf
– Hing, N., Cherney, L., Blaszczynski, A., Gainsbury, S. M., & Lubman, D. I. (2014). Do advertising and promotions for online
gambling increase gambling consumption? An exploratory study. International Gambling Studies, 14(3), 394-409.
http://dx.doi.org/10.1080/14459795.2014.903989

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Dr. Sally Gainsbury

  • 1. The University of Sydney Page 1 Who ‘likes’ gambling? The impact of social media marketing Presented by Dr Sally Gainsbury Deputy Director Gambling Treatment Clinic & Responsible Gambling Research Group Senior Lecturer School of Psychology Editor International Gambling Studies
  • 2. The University of Sydney Page 2 Gambling advertising is highly regulated
  • 3. The University of Sydney Page 3 Inappropriate advertisements may be banned
  • 4. The University of Sydney Page 4 The Internet has changed marketing methods – 48% of Canadians have used social media to find products – 40% of Canadian Millennials value and respect brands interacted with on social media – 38% have purchased products/services they found through social media
  • 5. The University of Sydney Page 5 Social network site (SNS) ad spend to reach C$1 billion by 2017 Social network ad spend in Canada – 2015 $267.1 million – 2016 $695.2 million – 2017 $1 billion 3.7 x spend
  • 6. The University of Sydney Page 6 Social media = Interactive marketing • Better business performance • Increased sales • Profitability
  • 7. The University of Sydney Page 7 Gambling companies are using social media to reach consumers
  • 8. The University of Sydney Page 8 Gambling companies can work around advertising restrictions on SNS
  • 9. The University of Sydney Page 9 But, are all social media posts advertisements? Current events Customer service Consumer engagement User-generated content
  • 10. The University of Sydney Page 10 Social media may not fall under advertising restrictions Ordered to take down – put up online Posted out of jurisdiction
  • 11. The University of Sydney Page 11 Age restrictions are not effective on SNS
  • 12. The University of Sydney Page 12 What is the impact of social media on gambling? An Australian study by: Sally Gainsbury, Daniel King, Paul Delfabbro, Nerilee Hing, Alex Russell, Alex Blaszczynski, Jeffrey Derevensky Research commissioned by Gambling Research Australia GRA had no involvement in the research design, conduct, analysis, or the preparation of this presentation. Research conducted at Southern Cross University with the University of Sydney and University of Adelaide
  • 13. The University of Sydney Page 13 What did we do? – Interviews with gambling operators – Interviews with Internet users – Audit of social networking sites – Online survey of Australian Internet users – Case study of Facebook  Also looked at social games
  • 14. The University of Sydney Page 14 Social media audit – Most gambling operators on SNS 0 10 20 30 40 50 60 70 80 90 100 % % % % % Facebook Twitter Instagram YouTube Google+ Betting agencies Casinos EGM venues Lottery
  • 15. The University of Sydney Page 15 Wagering operators have the greatest social media presence 0 20,000 40,000 60,000 80,000 100,000 120,000 Casinos EGM venues Lottery Betting agencies Facebook Twitter Average number of followers Wagering & lottery are legal online
  • 16. The University of Sydney Page 16 Stated aims of social media use • Brand awareness • Customer engagement • Customer loyalty • Personal relationship with brand • Broader brand reach • Reputation building
  • 17. The University of Sydney Page 17 Sales and revenue appear to be at least an indirect aim
  • 18. The University of Sydney Page 18 Social media content and ads have a limited reach – 1,339 adult (553 adolescent) social media users – 41% (44%) had seen any promotions or content from gambling operators – What content is seen? – 19% (17%) paid or promoted content – 10% (12%) shared content – 11% (10%) official page – 8% (11%) videos posted by operator – 5% (6.5%) promoted content – 3% (5%) operator tweets – 5% (7%) official page
  • 19. The University of Sydney Page 19 Less than one-fifth of users engage with gambling operators on SNS – 82% (81%) have no engagement – 4% liked – 5% (6.5%) clicked on ad – 2% (3%) posted comment – 2% (3%) shared content – 2% (3%) followed or retweeted – 6% (7%) watched video – 2% (3%) shared video
  • 20. The University of Sydney Page 20 The target audience are interacting with gambling operators on SNS Younger adults/older adolescents Males Spend more on gambling - adults
  • 21. The University of Sydney Page 21 Why do adults engage with gambling operators on social media? 1. Special offers, bonuses, promotions & discounts 2. To ask for help and advice 3. News, product updates & information
  • 22. The University of Sydney Page 22 Adolescents are looking for entertainment and social interactions – Humorous or entertaining content important – Recommendation by friend – Want to connect with others
  • 23. The University of Sydney Page 23 SNS promotions have a limited impact on users 75% No impact 11% decreased gambling 13% increased gambling Adolescents have similar report (14% decrease, 11% increase) Greater impact is seen on desire to gamble 17% (20%) increase
  • 24. The University of Sydney Page 24 But, some vulnerable gamblers are affected by SNS promotions Gamblers reporting increased gambling due to social media more likely to be: Male Gamble more frequently Younger Spend more money gambling Higher education Use social media more often Work full time At-risk & Problem gamblers Ethnically diverse Male adolescents more likely to increase gambling Older adolescents had increased desire to gamble
  • 25. The University of Sydney Page 25 There were few posts about responsible gambling on SNS – 60% users never noticed RG messages by operators on SNS
  • 26. The University of Sydney Page 26 Considerations Social media is a dynamic and rapidly changing platform Regulation and policy needs to catch up
  • 27. The University of Sydney Page 27 Consider what is appropriate for gambling companies on SNS – Address volume, timing, and targeting of content – Consider public image & reputation
  • 28. The University of Sydney Page 28 Consider – should gambling companies be posting about this?
  • 29. The University of Sydney Page 29 Companies are responsible for user-generated content
  • 30. The University of Sydney Page 30 Proactively monitor and assess ALL posts for breaches of advertising code
  • 31. The University of Sydney Page 31 What counts as advertising? – Branded content – Official pages – Videos and media – Free-play games – Shared content
  • 32. The University of Sydney Page 32 Next steps? – Can social media be regulated? – What about offshore companies? – Can companies self-regulate? – How can the community respond? – Role for counter-advertising & help? – Thoughts…?
  • 33. The University of Sydney Page 33 Thank you! Dr Sally Gainsbury Deputy Director, Gambling Treatment Clinic & Research Group Senior Lecturer, School of Psychology, University of Sydney Editor, International Gambling Studies Research affiliate, Southern Cross University Email: sally.gainsbury@sydney.edu.au Website: http://sydney.edu.au/science/people/sally.gainsbury.php @DrSalGainsbury
  • 34. The University of Sydney Page 34 References – Gainsbury, S.M., King, D.L., Russell, M.T., Delfabbro, P., Derevensky, J., & Hing, N. (2016). Exposure to and engagement with gambling marketing in social media: Reported impacts on moderate risk and problem gamblers. Psychology of Addictive Behaviors, 30(2), 270-276. http://psycnet.apa.org/doi/10.1037/adb0000156 – Gainsbury, S., Delfabbro, P., King, D.L., & Hing, N. (2016). An exploratory study of gambling operators' use of social media and the latent messages conveyed. Journal of Gambling Studies, 32(1), 125-141. DOI 10.1007/s10899-015-9525-2 http://link.springer.com/article/10.1007/s10899-015-9525-2 – Gainsbury, S., King, D.L., Hing, D., Delfabbro, P. (2015). Social media marketing and gambling: An interview study of gambling operators in Australia. International Gambling Studies, 15(3), 377-393. http://dx.doi.org/10.1080/14459795.2015.1058409 – Monaghan, S., Derevensky, J., & Sklar, A. (2008) Impact of gambling advertisements on children and adolescents: Policy recommendations to minimize harm. Journal of Gambling Issues, 22, 252-274. DOI 10.4309/jgi.2008.22.7 http://jgi.camh.net/doi/pdf/10.4309/jgi.2008.22.7 – Gainsbury, S., King, D., Delfabbro, P., Hing, N., Russell, A., Blaszczynski, A., Derevensky, J. (2015). The use of social media in gambling. Gambling Research Australia. Available at: http://www.gamblingresearch.org.au/resources/d06679ec- 3577-4cb0-867c-594ce741dbf6/grasocialmediareport.pdf – Hing, N., Cherney, L., Blaszczynski, A., Gainsbury, S. M., & Lubman, D. I. (2014). Do advertising and promotions for online gambling increase gambling consumption? An exploratory study. International Gambling Studies, 14(3), 394-409. http://dx.doi.org/10.1080/14459795.2014.903989