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Gambling ads on the rise


23 May 2013

A report from Research and Markets, the global online market research resource, has recently revealed an enormous 1,386% rise in online gambling advertising, in the UK over the last six years.

The UK Online Gambling Intelligence Report shows that both mobile and sports betting have significantly driven this increase, with a 75% rise in search impression volume from mobile phones and a 45% of all volume coming from sports betting.

Mobile operators who’ve benefitted in the sports-book sector include William Hill and Paddy Power, while 888 has dominated the casino sector, which the report attributes to 888’s “aggressive strategy across both organic and paid search.” Thanks to 888 Holding’s deal with social networking platform Facebook, the gambling giant has been able “to capitalise on the growth of social media” with the recent launch of two real-money applications.

One operator who’s not come out on top is Intercasino, whose organic search performance appears to have taken a dramatic dive, the impact of which is believed to be due to a historical algorithm update, of the Google search engine.

Also included in the list of leading companies on the aggregated click share index of the Markets and Research report are both Mecca and Gala Bingo, who are respectively commended for “solid organic coverage” and leveraging pay-per-click strategies to “maximise [their brand’s] exposure.”