This post is something that has really captured my attention growing up, and as I have seen throughout many other MKF3881 blogs, it has done the same to many others.
Although many others might not like to admit it, I embrace that I am a frequent gambler when it comes to watching live sport. Although from afar, it might not seem like a great representation of a character, it is something that makes live sport and other more interesting and thrilling.
Statistics show that 80% of Australians are frequent gamblers, and in a town that is considered “The Sporting Capital of the World”, it is impossible to escape the marketing pull that gambling agencies place upon our society. Whether we like it or not, gambling is everywhere within Australian Sport.
Before digital technology became the way it is today, TABCORP was the major gambling player in Australia, as their outlets were scattered all over the country, printing out paper betting slips for users who would collect cash on hand at the counter. Today, TABCORP has been outcompeted by British agency Sportsbet, due to an easy-to-use online service that linked a betting account to a bank account to make withdrawals and deposits.
Sportsbet has also been remarkable in the way it has used social media and direct email marketing in order to capture the attention and interest of their audience, in turn, enticing them to challenge the bookmaker and place a bet. This is a key reason that contributes to Sportsbet posting such enormous profits ( $117M in 2015 alone).
I have spoken directly to a “digital content creator” at Sportsbet, named Pat Garschagen. His role is to work within a team of other content creators during a live sporting event and discuss with them using Slack, potential content that can be distributed through Sportsbet’s social media channels such as Twitter, Facebook and Instagram. “We are commonly referred to as ‘The Sportsbet Guy’ and known to be funny and humorous when it comes to creating content around sport”, Garschagen informed me. “Now that the organisation’s online reputation has been built, it’s all about maintaining interest to our consumers”. The Twitter account alone is followed by 123K people.
Here are some recent examples where such interest is maintained by continuing to post output during live events.
Personally, where I find Sportsbet’s use of digital marketing very impressive, is their use of direct emailing. When their marketing team is emailing out a special offer or information about my account, the email gets sent straight to my junk mail inbox where I will rarely notice it. However, when I have a winning bet, Sportsbet cheekily remind me by sending through a personal email, telling me that my bet has been successful, in the attempt to get me to neglect the withdrawal of the funds, access the site, and place another wager. Smart stuff.
Have you ever been influenced or captivated by betting agencies due to their digital content online, or direct marketing? Do you notice the presence of gambling agencies online? I’d love to know what you think about the gambling industry and digital marketing.