Gamesys Reduces Marketing Exposure During COVID-19

Gamesys, the UK-based gambling operator, has decided to reduce marketing exposure during the COVID-19 pandemic. The decision came amid UK’s advertising watchdogs warned sportsbooks to ensure the proper way to promote eSports betting markets.

Last week, the Gamesys group issued trading update for Q1 2020. The revenue increased by one fifth on a year-on-year basis. The group posted a total revenue of £155.3mn. The company noted strong growth in Asia and a solid performance in the UK. In the US, the company posted double-digit growth.

The company released an acknowledgment that due to the unprecedented COVID-19 pandemic, children and problem gamblers are spending much more time at home. This has also increased the time they consume media, be it Radio or TV or other platforms. This has made Gamesys take the decision to suspend the untargeted customer marketing. The company said that this has prompted the company to suspend all the TV and Radio advertising. The advertising would cease to exist until the social restrictions are eased that are imposed now. The company is, however, to continue online marketing but will suspend direct mail marketing and untargeted digital advertising.

Even though Gamesys announced the proactive steps, the Advertising Standards Authority (ASA) of the UK continues to issue guidelines. The ASA sent another reminder to gambling operators to ensure their ads are socially responsible. The Committee of Advertising Practice (CAP) issued another piece of advice to the bookmakers that eSports betting related advertisements should comply with the rules and it should also apply to the other forms of gambling advertising.