Skip to content

World Lottery Association weighs in on responsible sports betting marketing

Published on: April 18, 2022, 10:54 a.m.

Last update: April 18, 2022, 11:58 a.m.

The World Lottery Association joins the global push to emphasize responsible marketing in the gaming ecosystem. It has published guidance that it expects all of its members to abide by the regulatory guidelines.

rebeca hargrove
Rebecca Hargrove, President of the World Lottery Association. The organization has established new guidelines that its members must follow when advertising. (Image: Chattanooga Free Times Press)

The World Lottery Association (WLA), which provides guidance to lottery and sports betting operators around the world, has published a new guide to responsible marketing. It mainly focuses on sports betting marketing and advertising to deal with competition from illegal betting operators.

There has been a proliferation of illegal and unauthorized gambling providers operating online. As a result, lottery operators must be innovative and competitive in the face of the challenges of the situation.

The Sports Betting Marketing Best Practices Guide provides an overview of how operators can competitively and responsibly market their products to counter competition from illegal betting operators. At the same time, they have a duty to offer safe and responsible lottery and sports betting products while fulfilling their mission of raising funds for good causes.

Marketing and advertising are the best ways to separate legal platforms from illegal or unlicensed alternatives. Efforts to ban gambling advertising altogether, as some have suggested, may do more harm than good.

WLA wants responsible lottery operators

To be responsible operators, WLA members must follow certain guidelines. They need to establish what the organization calls a “Minimum Viable Product.” This is possible through a solid understanding of the sports betting landscape.

“A lottery or sports betting operator must ensure that responsible gaming measures are at the core of its sports betting offering, and the well-being of its players is ensured”, explained the WLA.

The WLA notes in its 20-page document that “around 80% of sports betting revenue typically comes from around 10% of players.” This will influence how operators develop their marketing plans. There are other criteria as well, such as budget constraints, resource limitations, regulatory constraints, and more.

Operators should avoid advertising that specifically targets minors or that portrays lotteries and sports betting as a rite of passage from adolescence to adulthood. In addition, the WLA wants operators to avoid giving hints that gambling more increases the odds of winning and that gambling is a suitable alternative to working for a living.

One option provided by the organization to improve overall liability is the use of self-service betting terminals (SSBTs). The WLA admits that even these are subject to inclusion of illegal activity. However, he points out that the terminals can allow operators to be more competitive and expand their presence. By doing so, they can help reduce illegal market penetration.

Lottery Operators in Agreement

The Ibero-American Corporation of Lotteries and State Betting (Cibelae) is ready to follow the orientation. The Latin American organization echoes the launch of the new guide, according to a statement on its website.

Cibelae stresses that the WLA member lotteries have an obligation. They must ensure that their lottery and sports betting products are channeled through regulated and supervised retail and digital networks. They need to work with regulators and authorities to focus on removing the illegal segment.

From a responsible gaming perspective, lotteries should not offer a payout rate higher than 90%. Such a high payout rate may attract more players, but it also carries a higher risk of exacerbating problem gambling.”, declared the WLA.

Illegal gambling operators do not care about the welfare of their players. They only care about their profits and aggressively market their brands. They even recruit players online with bonuses where they are not authorized.

Leave a Reply

Your email address will not be published.