Online betting is a consolidated phenomenon in our society, with the resulting problems. Large betting houses quickly adapt to any type of regulation by institutions.
Advertising is your most powerful weapon to consolidate your clients By “consolidate” we mean turning gambling behavior into a habit that allows them to get as much money as they can from ordinary people.
Fortunately, it is also one of the sectors that have generated the most social alarm in recent times, and Society is reacting to protect itself from the advertising tricks of these companies
What are the main pillars of betting houses’ advertising campaigns?
1. Aggressive campaigns focused on youth
Studies show us that the usual player profile has changed over the years, ending up in people younger than 35 years old. The betting houses are the first to know this, so they adapt their advertising campaigns focusing on this group.
With very aggressive and interactive ads on the internet and social networks they manage to attract many of their new customers, new players who are likely to become long-term players.
Betting companies are “sowing” in youth, hoping to have them as clients for many years.
2. Using celebrities as a lure: the halo effect
It is no coincidence that so many celebrities and well-known faces are associated with the advertising campaigns of the big betting houses. Big sports clubs, popular footballers, prestigious tennis players friendly television contest presenters…
Large betting companies take advantage of what in psychology is called the Halo Effect: when a famous person is associated with a certain product or service, users transfer the values and opinions about that character to the product or service in question
That way, if a famous athlete that I follow and admire a lot comes out advertising a betting platform that offers me initiation bonuses… it’s much easier for me to end up taking the bait. Basically, confidence in that character transfers to what they are announcing That is why it is not the same for a famous person to appear in the media as for any other person.
The sentimental link with professional sports leagues and their star players It is intimately rooted in the collective imagination of the youngest. That is why they are the flagships of those who sell online bets.
As long as they are allowed, betting companies will continue to use every possible opportunity to advertise: the shirts of all the big football teams are full of advertising, aimed at all fans.
3. Starter bonuses: I let you start betting “for free”
Browsing any Internet page, it is common that you have come across advertisements for betting houses promising you 50, 100 or even 200 euros to play for free
It is one of the most effective advertising claims. One of the objections of the beginning player is usually “I don’t have enough money to start betting.”
But the big bookmakers have the solution! They invest real fortunes every year to be able to offer these “free” game credits and thus facilitate the entry of new players.
The system is simple. You register, and you already have “virtual money” to start placing bets. The player who takes the bait can start playing for free, or by putting in very little money.
Sooner or later, the usual house wins Normally, that free credit runs out quickly, and by the time the person has to start investing their own money, they will have already consolidated the gambling habit and paved the way for developing an addiction.
Furthermore, the claim of the bonuses promotes the initial illusion that “I am not spending money” and that these bets do not entail any danger for the person. What they don’t know is that they have simply taken the bait that the predators of the online betting companies gave them.
4. Illusion of control
Many young people have stated that sports betting advertisements teach them that “with enough preparation and knowledge about sports, they can control the outcome of the games and their bets.”
This is one of the messages that betting houses leave implicit in their campaigns and advertisements. Promotes the cognitive bias of the illusion of control make people think that they can earn much more than other people, if they follow a certain system.
But this is paradoxical, because if there were really chances of winning a lot, the betting houses would have been in charge of closing that hole, since it would not be profitable for them. We’ve all heard about those big Las Vegas casinos that end up kicking out players who have won too much money.
Experts say that sports knowledge has no influence on winning bets. It’s random, there are too many factors at play, the results cannot be predicted
In the end it is no more complex than the National Lottery system. You just have to cross your fingers, but more often than not, you will lose money.
Addiction Specialist Psychologist
If you or someone close to you are having problems with online gambling, contact a specialized professional immediately. It is only a matter of time before the problem worsens and ends up generating enormous economic debts
I work with many people who have been victims of betting house tricks and have developed a gambling problem. I offer face-to-face therapy sessions at the psychology clinic in Valencia, and also online therapy for everyone.
