Spanish affiliate spending spikes
Published 5th February 2019
In its latest report, the Dirección General de Ordenación del Juego (DGOJ) revealed that marketing costs rocketed to €95.1m (£83.8m/$108.5m) in the final three months of 2018 – a quarterly increase of 25.11% and a year-on-year rise of 46.58%.
Of the total, advertising accounted for more than half of the expenditure (€49.8m) followed by promotions (€32.2m), affiliate costs (€9.7m) and sponsorships (€3.5m).
Spending on affiliates peaked in December with €3.9m – nearly €1m more than the total in November and a new monthly record in the country.
The total of €9.7m spent on affiliates in the final three months represented a 29.6% quarter-on-quarter increase. There was also a 36.6% quarter-on-quarter increase in advertising expenditure to €49.8m in the final three months of 2018, whereas sponsorship spending slipped slightly to €3.5m.
The DGOJ said that just under €31m was spent on affiliates in Spain last year.
Gross gaming revenue increased by 4.21% on a quarterly basis to €189.5m in the final three months of last year – a 10.74% year-on-year rise. The DGOJ had reported a 29.9% year-on-year increase in GGR in the previous quarter, through to the end of September.
More than half (52.7%) of the GGR was generated by sports betting, although the total of €99.9m represented marginal quarterly growth of 2.33%. A 5.31% quarter-on-quarter decrease in pre-match betting was offset by in-play betting, which increased by 13.13%.