New gambling advertising bans and how to promote your online casino

Gambling and iGaming are popular and lucrative forms of entertainment, but they also face many challenges and restrictions in various countries, which can limit the opportunities for operators and affiliates to reach potential customers and grow their businesses.

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In this article, we will explore some of the recent developments in the iGaming sector and how you can overcome them with effective marketing strategies and content creation.

Gambling advertising ban in Australia and the Netherlands

Gambling and iGaming platforms are subject to different laws and regulations depending on the country they operate in or target. Some countries have more liberal and open markets, while others have strict and prohibitive rules. One of the main challenges for gambling and iGaming platforms is to comply with these diverse and changing gambling regulations.

Another challenge is to deal with the negative perception and stigma that gambling and iGaming may have in certain societies or cultures. Gambling and iGaming are often associated with addiction, crime, money laundering, fraud, or social harm.

As a result, some governments, media outlets, or public figures may campaign against gambling and iGaming, or advocate for further restrictions or bans.

For example, in Australia, there is a growing movement to reduce gambling harm by banning all gambling advertising within three years, and from 21 August, a self-exclusion register will be introduced to allow consumers to voluntarily self-exclude themselves from Australian licensed interactive wagering service providers. In the Netherlands and Belgium, there are new laws that strengthen player protection by imposing harsh new advertising and deposit limits.

New restrictions for gambling advertising in sports and media

The restrictions on gambling and iGaming are not only affecting the platforms themselves, but also the channels and methods they use to communicate with their customers or potential customers. In particular, advertising is one of the most affected areas, as many countries have introduced or are planning to introduce bans or limitations on gambling advertising in various media.

For example, in the Netherlands, there is a ban on “untargeted” casino ads, which are shown to a broad selection of people without understanding their needs or demographic. This regulation will affect online casino ads on television, radio, and in public facilities such as sports stadiums. In Belgium, there is a similar ban on all forms of gambling advertising on television.

Moreover, some media outlets have decided to eliminate gambling promotions voluntarily, due to ethical or social reasons. For example, in 2019, The Guardian announced that it would stop accepting advertising from companies that profit from fossil fuels, gambling, tobacco, or payday loans.

Premier League teams also reached an agreement to exclude sponsorships from gambling companies as main sponsors on team uniforms.

These restrictions in communication pose a significant challenge for gambling and iGaming platforms, as they reduce their visibility and reach among their target audience.

How to promote iGaming products

Despite these challenges and restrictions, there are still ways for gambling and iGaming platforms to promote their products effectively and legally. One of the key solutions is to use iGaming content services that can help you showcase your expertise, build trust, drive traffic, generate leads, and convert customers.

Some examples of iGaming content services that help increase engagement are:

• Reviews of games, platforms, or providers
• Guides on how to play, win, or improve your skills
• News, updates, or trends in the industry
• Stories, testimonials, or case studies of successful players
• Tips, tricks, or hacks on how to get the best deals, bonuses, or rewards
• Comparisons, rankings, or ratings of different options

Another solution is to use affiliations, which are partnerships between gambling and iGaming platforms and other websites or influencers that promote their products in exchange for a commission. Affiliations can help you expand your reach, increase your credibility, and generate more sales. Some examples of affiliations that you can use are:

• Banner ads or links on relevant websites or blogs
• Sponsored posts or articles on popular media outlets or magazines
• Social media posts or stories on platforms, such as Facebook, Instagram, or Twitter
• Email newsletters or campaigns to your subscribers or followers

However, in order to use these solutions effectively, you need to have a clear iGaming digital marketing strategy and use iGaming content services that align with your goals, audience, and budget.

At 1Stop Translations, we offer comprehensive iGaming services that cater to the specific needs of the online gambling industry. With a team of experienced linguists and subject matter experts, we are able to provide high-quality iGaming translations and localisation solutions for all aspects of iGaming, including websites, software, promotional material, and customer support.

In addition to iGaming translations, 1Stop Translations also offers services such as language consultancy and iGaming digital marketing research to help companies strategise their entry into new markets.

Beyond translations, the successful expansion also requires a deep understanding of global gambling regulations and the nuances of this sector in different regions. This is where we come in with our comprehensive iGaming services.

To learn more about our services and how 1Stop Translations can help you drive traffic and improve growth, contact us today for a free and fast quote.

Do you need help to get started or to further your existing link building strategy? Contact us for a free advice or request a video call with our experts.

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How to set up a localised advertising campaign for iGaming

For years now, digital advertising has been an essential tool for the promotion of products or services through the most used channels on the web, such as search engines and social networks.

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However, for the iGaming industry, this can become a rather complex challenge, due to the different state laws and restrictions applied on advertising services suppliers.

Legal regulations for iGaming advertising

When it comes to the iGaming industry, state laws are different in each country, and they are subject to continuous changes in several countries of the world. In some countries, advertising online gambling is strictly forbidden.

In other nations, on the other hand, we have more flexible rules, which impose some restrictions in terms of content. In several countries, it is required that the iGaming services suppliers are authorised and observe certain standards regarding the security and privacy of the players.

Added to these limitations are the internal rules of suppliers, such as Facebook and Google Ads, which sometimes do not welcome promotional content dedicated to iGaming, sometimes tending to request different levels of checks or block them.

However, through the purchase of certain licences or the selection of appropriate content, it is possible to promote iGaming content even on those platforms, provided that there are no national restrictions in place.

iGaming localisation for advertising

Once the possibility of promoting a company’s iGaming services in a certain country has been ascertained, it is necessary to create an advertising campaign that is effective and engaging for the target audience.

If the goal of the campaign is to promote someone’s iGaming services in different countries, it is essential to know the specific needs, both in terms of the iGaming content to be promoted and from a linguistic standpoint.

In order to do this, using native translators becomes essential to deliver iGaming specialised translations, which are able to take advantage of the knowledge, tones, and linguistic nuances of a certain country to offer an authentic and engaging message.

In addition to language, iGaming localisation deals also with choosing the different products to be promoted in the target countries, based on local preferences, in order to reach the highest number of users interested in a company’s services.

Another important information for the localisation of an iGaming advertising campaign is the keyword analysis: a promotional campaign on Google allows to publish ads which are aimed at users who have searched for certain keywords on the search engine. These may differ from country to country and not correspond to a simple literal translation from one language to another.

Also in this case, an iGaming specialised localisation is needed, which consists of analysing the right search keywords, considering them in the context of their target market, in order to reach the highest effectiveness for the desired advertising campaign.

iGaming content services for organic advertising

In order to overcome the issue of the restrictions imposed by national laws and advertising platforms, there is always the possibility of promoting a company’s iGaming services by improving its online presence in an organic way.

If you have an online platform such as a blog at your disposal, it is possible to use iGaming specialised content services to publish posts optimised for search engines, in order to be found more easily.

The organic traffic for iGaming represents a slower strategy, but it also ensures more stable results in the long run. Additionally, blog articles are not subject to the limitations that can be found when dealing with advertising platforms.

This way, it will be possible to offer in-depth content, information on the games, strategies and trends, helping therefore the readers to get to know the broad iGaming industry, always keeping an ethical and responsible stance, with transparency and making the user feel informed and safe.

Exactly as for advertising, it is possible to publish articles in different languages, choosing the countries in which a company wants to promote itself, thus improving its position on the web. Without the limitations of national laws for the iGaming industry, it is possible to offer a wider range of content and make use of iGaming localisation in different ways.

Of course, this method will require more time, as well as a strategy to schedule and create content (editorial plan) which can be considered relevant for both users and search engines, with its subsequent publication on a regular basis.

Just like when setting up advertising campaigns, to promote one’s brand through organic traffic, it is recommended to make use of partners who are as specialised as possible in the iGaming industry, both for setting up the advertising campaign and for the creation of content dedicated to iGaming.

To receive support for all iGaming specialised localisation services, contact 1Stop Translations for a free quote. Understanding all the difficulties encountered by advertising in this industry is essential to promote a company’s brand and services, while expanding its market in the most effective way.

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