Radio, even in today’s digital world, has managed to remain timeless and relevant for well over a century.
With millions of active listeners weekly, it is a very powerful tool for advertisers and remains a favourite in the gaming industry. Whether targeting on-site casinos or online casinos, radio advertising has proven itself a worthy investment for reaching new audiences in gaming.
For online gaming, non gamstop casinos use radio advertising in attracting UK players who wish to return to gaming but are restricted by gamtop policies. In 2018, the UK Gambling Commission (UKGC) introduced the gamstop policy that allows players to exclude themselves from all UK-licensed casinos for a period of their choice. This policy is aimed at promoting responsible gaming. However, when players change their mind before their exclusion period elapses, they tend to seek alternatives. This is one of the areas where radio advertising of non gamstop casinos excel. Non gamstop casinos are online casinos that are located outside the UK, and therefore, not bound by the UKCG policies. You can find a list of some of the best non gamstop casinos available to UK players online. (Source)
While non gamstop casinos use radio ads to enlighten listeners about gaming options available to them, gamstop casinos on the other hand use it to deploy safe gaming campaigns. The aim of these campaigns is to attract players who wish to play responsibly as that is the principal purpose of gamstop in the first place. This effort is also cautiously supported by the UKGC as gamstop’s success relies entirely on voluntary action, that is, nobody can be forced to register for the scheme. However, while gamstop registration is voluntary for players, those casinos licensed in the UK are mandated to offer gamstop options on their platform (online or otherwise).
Another perspective of radio advertising is online radio and podcasting, which are both streamed on the internet. Advertisers find podcasts as great platforms for advertising to target listeners within the 20s-30s age group. According to a forecast, the average ad spending per listener will be about £4.94 GBP by 2029, making it significantly cheaper for advertisers to reach new audiences.
Away from digital platforms, on-site casinos have also benefited significantly from radio advertisements, especially in reaching local communities. With the advantage of having a physical location, on-site casinos can use radio ads to drive foot traffic and build stronger connections with their listeners. They can also create radio programmes aimed at educating listeners on all things gaming, from dos and don’ts to tournament announcements and special events. This approach helps in boosting local entertainment in the community.
Despite its many advantages, radio advertising comes with challenges. UK-licensed casinos must strictly abide by UKGC advertising regulations which warn against misleading ads, unclear terms and conditions, and the promotion of irresponsible gambling. Although non gamstop casinos are not restricted by UKGC laws, they must comply with the UK Code of Broadcast Advertising (BCAP Code) if they want to broadcast in the UK.
Looking ahead, radio advertisers can expect to reach wider audiences as return listeners keep tuning in whether on their radio or via an online service. By creatively navigating the legal landscape and targeting local and regional players, the gaming industry will continue to grow annually, surpassing all expectations. As for radio itself, it is not going away anytime soon, so casinos might as well take advantage of its legacy and effectiveness.
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