Affiliates now bigger than TV for gambling advertisers
Published 27th November 2018
Affiliate marketing now accounts for around a fifth of marketing spend within the UK gambling sector according to new research.
Regulus Partners found that gambling companies paid £301m to affiliates in 2017, making up 19% of the total spend of £1.5bn, which is up 56% on 2014.
That means spend on affiliates is more than television, which accounted for 15% of costs at £234.
Regulus found that companies now spend more five times more online than on television.
Gambling charity GambleAware said the fact 80% of advertising is done via digital channels means there should perhaps be greater debate about further regulation of that segment rather than the recent focus on TV.
Reflecting on the results, Marc Etches, CEO of GambleAware, said: “The Regulus analysis shows that much more attention needs to be payed to the extent of gambling-related marketing online, and that internet companies and social media platforms must share in the responsibility to protect children, and to generally raise awareness of the nature of gambling, associated risks of harm, and where to go for help and advice if it is needed.”