Advertising Agencies Wait For Online Gambling Legalization

24 October 2012 – By Cristian Dragomir

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Online gambling legalization in the United States will bring different benefits for the whole American economy, which is strongly affected by the financial crisis. The advertising industry in the US will indirectly benefit from the regulation of online casinos. Representatives from a marketing publication estimated in an recently published article, the extent of the benefits and describe it as “the next boom for the advertising industry”. As stated in a report released by the well-known online gambling consultancy H2 Gambling Capital, around $3.5 to $4 billion could be invested in marketing over the next five years by online casino operators. By 2017, analysts believe the US online gambling business could generate more advertising revenues than the insurance sector.

The article also provides figures that show the gross value of the online gambling market. The numbers show that this industry has been estimated at $1 billion in 2014, crossing $13 billion in ten years from then. 25% to 30% of company net revenues will be spent on advertising and marketing budgets in the initial years. The majority of the adverting budgets approved by online gambling operators will go to digital media and agencies specialized in brand development. The head of the interactive division of Caesars Entertainment explained that, five years ago, the expenditure of online casino companies in advertising was limited to Search Engine Optimization for attracting visitors to the website. But after the legalization, the scenario will be changed and more time and money will be spent on interactive TV advertising for attracting players, although magazine and billboard advertising will also be present.

The target demographic for online gambling would be the young adult and after the regulation process is finalized, the competition between classic land based and online casinos will surely grow. Major land casino operators are expected to double their marketing budgets in order to compete in a legalized online gambling environment in the United States. On the other hand, online sites will have rush to gain market share and notoriety, a complex process that requires initial branding efforts and also initial media spend at a pretty strong level.

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