UK gambling marketing spend up 56% since 2014 as focus shifts online

The total marketing spend by gambling companies has increased 56% in three years to more than £1.5bn, according to a new GambleAware-commissioned report by Regulus Partners.

Online marketing now accounts for 48% of gambling companies’ total marketing spend, or £747m, while advertising on TV now accounts for just 15% of total spend, or £234m.

Affiliate advertising accounts for nearly 20% of total marketing expenditure, or £301m.

Figures were derived from audited accounts of the top public listed operators and other available financial data for private and offshore companies over a three-year period from 2014-2017.

Marc Etches, CEO of GambleAware, highlighted the increasing influence of online marketing. He said: “The Regulus analysis shows that much more attention needs to be paid to the extent of gambling-related marketing online, and that internet companies and social media platforms must share in the responsibility to protect children, and to generally raise awareness of the nature of gambling, associated risks of harm, and where to go for help and advice if it is needed.”

The spend on advertising via social media has more than tripled over three years, to £149m, with social media advertising now accounting for 10% of total marketing spend.

The amount spent on sponsorships has more than doubled over the period to over £60m.