The Most Perplexing Thing About Gaming Industry Brands

Corporate Social Responsibility, Gambling Advertisements, Responsible Gaming

Oct 9, 2020

Here’s something that baffles me. A lot.

I see incredible advertising campaigns created with significant investment in creative. The ads look great, sound great, and the brand voice and image are so polished and consistent that it quickly becomes easily distinguishable in the marketplace.

Then, these same brands do absolutely nothing to distinguish themselves with their CSR campaigns around responsible gambling. They use the same stale language, tone, and imagery that has been used for decades. It drives me absolutely batty.

And it’s not just because I want to see these ads become more effective (which I do).

The main reason for my confusion is that I simply cannot understand why the brands are passing on such a golden opportunity to differentiate themselves in the marketplace.

You heard it here first. Someone will establish their brand around safer gambling practices and in doing so will become The Volvo of Gaming. And that positioning is going to set them up for long-term, sustainable success and growth.

As someone that sees the tremendous value that can be leveraged with this pole position, I’m always at a loss for why it hasn’t yet been fully adopted by a firm. To be the company that cracks the code and has parents saying “if you gamble, you should do it with X firm” thanks to their commitment to player protection would be a massive advantage.

Someone is going to figure it out. The question is “Who?”

Jamie combined his professional background as a brand strategist with his experience as a former problem gambler to create dyve. He is also host of The After Gambling Podcast.