Gambling Social Media App
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Natalia Funes and Emmi Payten, both 13, playing with their iPad and iPhone at home. Picture: Craig GreenhillSource:The Daily Telegraph
CASINO-style social media gambling apps are grooming children under 13 with inflated odds that experts fear is nurturing the next generation of problem gamblers and skewing their expectations when it comes to real money.
After illegal gambling exposed on social media, home minister tells Malaysians to ‘use proper channels’ Monday, 10 Aug 2020 11:38 PM MYT Home Minister Datuk Seri Hamzah Zainuddin (right) meeting with Mohd Asri Hamid, founder of Hot Burger Malaysia at Parliament building August 10, 2020. Enjoy millions of the latest Android apps, games, music, movies, TV, books, magazines & more. Anytime, anywhere, across your devices. Social gambling is the act of gambling through apps in social media. Recently, more online casino operators have launched games on such media as Facebook, Google+, and Bebo to reach a greater number of players (Facebook has the lion’s share of traffic, by the way). Periscope is an app available on Android and iOS that lets you livestream videos to social media. The live streaming is not limited to reporters or media but anyone. Basically, anyone can live stream anything through the app and it is integrated with Twitter nicely.
The situation is so dire Clubs Australia will form its own panel to tackle social media gambling after a government review found simulated poker, blackjack and poker machine games on Facebook and via downloadable apps were popular and 'highly accessed' by young children.
'The public policy argument for prohibiting access to such gaming simulations is that it potentially normalises gambling amongst children and may lead them to become problem gamblers in the future,' the government's review of the Interactive Gambling Act found.
'A further issue associated with many gambling simulations is how the odds are often geared to benefit the player, which may provide a false impression of the ease of winning.
'Concerns have been raised that many casino-style games offered through these services may use their popularity to garner the next generation of gamblers by developing in children an interest in gambling activities which will encourage them to later take up games for real currency.'
Simulated gambling apps are the fastest growing social media gaming segment with casino-style games such as Slotomania, Zynga Poker and DoubleDown now accounting for 13 per cent of all game users on Facebook.
A recent report by Gambling Data in the UK estimates Australians spend $59.8 million a year on social media simulated gambling apps, which may be free initially but later require players to buy additional credits.
Although social media casino games mimic traditional gambling they are currently not considered gambling - and are unregulated - chiefly because players can put as much money into a game as they like but can never take it out, such as by cashing-out virtual winnings.
Despite the review's findings the government has placed the onus on gaming developers, recommending they closely monitor the impact of their user policies, ensure they comply with Australian laws and avoid targeting children.
Emmi Payten, 13, said she had seen the sites and played once. 'I didn't like it much but my older brother Tommy plays a bit and some other kids play on them,' she said.
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Her mother Nicole said she was against children being introduced to gambling on the internet. 'Even though it's not for money the whole concept of being exposed to gambling in such a way is wrong,' Mrs Payten said.
Clubs Australia is furious the review failed to establish any safeguards and will form its own expert panel to develop industry best practice standards for providing responsible free-to-play social gaming apps.
Originally published asGambling apps target our children
Gambling Industry Marketing
Despite an old fashioned and heavily regulated image for the gambling industry, online gambling companies are starting to embrace the latest trends and technologies in digital marketing. Instead of traditional television commercials, gambling companies are opening up marketing opportunities in social media and mobile apps. In fact, UK mobile gambling revenue has increased 200% from 2009 to 2010; gambling operators such as Ladbrokes, Betfair and Willian Hill have reported improved conversions and conversions from their mobile gambling apps.
For some online gambling companies, their objective is to reach a first page search result in order to compete with on-land gambling companies and other online competitors.SEO for online gambling companies is a highly specialized area where content and onsite designs/website UX has to be aligned with customer acquisition and retention. Every online gambling company wants to establish its own niche in the industry and meet the demands of their customers. Moreover, SEO for online gambling companies deal with aggressively competitive keywords that most marketers wouldn’t touch with a barge pole. Some of the most challenging tasks for gambling industry SEO marketers are link building, creating content that attracts leads, deep levels of research in SEO copy-writing and tireless outreach. Creating linkable assets for a gambling website can take more than a year to accomplish. At any rate, SEO for gambling websites is a long term endeavor and highly competitive.
Content marketing for gambling companies
In 2015, digital marketing for the gambling industry revolves around engaging content marketing. Consumers are familiar with the loud and tacky advertisement styles used in the gambling industry so how can they deviate away from that? Depending on their brand, gambling companies can develop a content strategy that showcases their social acuity and innovative persona.
To increase engagements with their audience, gambling companies hire copy-writing teams to create well-researched and interesting press release material about industry related topics. They distribute the content to social media, gambling review sites, social bookmarking sites and journalists. To reach wider audiences, gambling companies can leverage authoritative third party sites by sending them highly polished articles/pieces of research or infographics related to the gambling industry.
By integrating content marketing in their business strategy, gambling companies have been able to attain the goal conversions and lead generation that they need for long term growth.
Social media marketing for gambling companies
In recent years, the gambling industry have started to embrace social media marketing. Instead of blasting ads over their social media profiles, gambling companies such as William Hill and Paddy Power are engaging with followers and using multimedia content-such as gifs and videos. Here are some of the social media platforms that the gambling industry have utilized:
Facebook is the most popular social media platform for gambling campaigns and companies have used their hyper targeted ads to reach fans. They also use the Facebook posts feature to promote contests. Facebook followers can also generate their own content and help to build the gambling brand’s presence. Gambling companies are known to collaborate with complementary industries such as real estate or hospitality services to promote themselves.
Gambling companies are adapting particularly well to Twitter by engaging with their users effectively without being overly promotional. With understanding of the use of Twitter, gambling companies are creating content that feels sincere, interesting and valuable to their gambling customers. The intention of gambling companies on Twitter is to build a long term relationship.
By interacting constantly with their users, gambling companies are offering constant customer service. They are monitoring the social media channels 24/7 for positive and negative feedback; this is the best way to maintain a good online reputation and to mitigate any social media crises. This ensures relationship building in real time.
Video content is where YouTube shines; the gambling industry creates videos that reach far and wide. To expand engagement and gain more traffic to their websites, gambling industry videos on YouTube have high production values and entertainment factor. Some TV ads that have been banned are played on the gambling company’s YouTube channel. Unlike Twitter. YouTube channels for gambling companies are restricted.
Reaching goals in digital marketing for the gambling industry
Using social media analytics, gambling companies are able to interpret their audience’s messages and feedback into meaningful data. Since analytics can provide valuable insights into what makes their target audience happier, the gambling industry use it to inform their content strategy. Reaching goals in digital marketing is data driven.
With the use of multi-channel and cross device digital marketing strategies, the gambling industry aims to attract new users and convert potential ones. Device penetration, reaching target demographics, legal barriers and technical challenges are some of the obstacles that the gambling industry deals with.
The future of digital marketing for the gambling industry
The future of digital marketing for the gambling industry combines advances in digital technology with optimized content for search. Some of the changes will be:
- Personalized gambling content delivered to the user
- Content optimized for wearable tech and new screens
- Incentives to increase engagement and response rates from audiences
- Development of content for virtual reality technology
- Improved targeting on social media platforms
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