Are you ready for the revision of the law on games of chance? | Reception | Open mic


For anyone working in the gaming industry, the Gambling Act review overshadows 2021. In December 2020, the Department of Digital Culture, Media and Sports (DCMS) launched a review of the Gambling Act 2005, promising to publish the proposed changes to the regulatory regime. in a white paper on June 23, 2021.

Like everyone else, we’re waiting to see what impact, if any, the review has on advertising tactics.

But one thing is for sure – there will be a lot of media coverage on the magazine over the next few months. If you are promoting a gaming brand, you need to make sure you know where your ads are showing up.

If you’re disgusted, look away

Here is an example of poor Mail Online placement.

Our apologies to everyone at SpreadEx; this is a real screenshot. The juxtaposition of advertising and editorial speaks for itself:

Google’s advertising network is incredibly extensive, with millions of potential placements available. Digital publications offer a LOT of reach.

It is therefore important to know where your ads appear.

In the coming months, the risk for those who do not use brand protection measures rigorously is increased: your ad will appear next to a news article like the one above.

Brand security

At Receptional, we offer four pillars of brand security for the Google-based clients we work with:

  • Check your use of digital content labels: By default, your ads will show everywhere. Make sure your ad team has clear guidelines on where you want your ads to appear.
  • Exclude all sensitive content: Regardless of the Gambling Act Review, you don’t want your brand to appear alongside stories about tragedy and conflict.
  • Check your inventory types: In this case, it is not necessary to change the Google settings. The “standard” inventory will work well, provided you follow our other guidelines.
  • Add negative keywords: specifically to your display campaigns.

You can tell Google what types of content you DON’T want to appear next to your ads.

To do this, add negative keywords to your campaign. Your ads will not appear next to content that mentions these keywords.

To help you out, we’ve put together a list of topical negatives.

And, with so much news about the upcoming gambling law review, it’s worth adding these negatives to your display campaigns immediately. Current negative for 2021:

  • Gambling law review calls for proof
  • Gambling Law Review
  • UK Gambling Law Review
  • Review of gambling legislation
  • Revision of the law on games of chance 2005
  • Government Gambling Law Review
  • Consultation on the revision of the Law on games of chance
  • DCMS Gambling Law Review
  • Gambling Law Review
  • Revision of the law on games of chance 2005
  • Terms of Reference for the Gaming Act Review.

We suggest you take a similar approach with Google and Facebook campaigns.

Responsible Gaming Messaging

Finally, a good tip for your responsible gambling message:

Make sure your posts are likely to appear in your ads.

You can see that they are highlighted in our ad.

We suggest that you add your message to the first line of your search ads (adding them to your routes 1 and 2, for the technicians among you), so as not to sacrifice relevance and increase the cost you pay for every click.

After that ?

The outcome of the revision of the gambling law is very uncertain.

As traders, we want a fair and responsible regulatory regime. And, while waiting for the government’s white paper, we can play our part in promoting responsible gaming, while protecting our brands.

For more information on consumer behavior in the gaming industry, download Receptional’s eBook: How to Best Use PPC in 2021 to Acquire High-Value Players.

You can get a copy here.

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