Since opening gambling market 108 million in gambling advertisements, Betcity ‘big spender’
Gambling companies in New Zealand spend a lot of money on online casino advertising. In total, 108 million dollars have already been spent by the New Zealand online casinos spends on casino commercials, since the opening of the gambling market. Research firm Nielsen maps the advertising spending of online casinos. In this article we will discuss the advertising and advertisement expenses of the gambling companies.
Online gambling sites fight for players
On October 1, 2022, online gambling was legalized in New Zealand. The Gaming Authority has so far granted a license to about twenty gambling operators.
The New Zealand online casino gambling market is still in its infancy. Most consumers are not yet familiar with online casinos. it is therefore important for a legal online casino to convince the consumer to come and play at the casino.
In addition, there are more and more online casinos refresh. Competition in the gambling market is only intensifying. So this month comes the popular online casino and bookmaker website of Unibet online.
In short: online casinos spend a lot of money to win over the New Zealand consumer.
Big spenders Betcity and Lucky Nugget
A large number of casinos spend mega jackpot amounts on gambling advertising. Betcity and Lucky Nugget alone have spent $ 37 million on advertising since the opening of the gambling market on October 1 last year.
Betcity has already spent $ 19 million since it went live in October last year. Of these, 71% ($13.5 million) were spent on TV advertising, 17% ($3.2 million) on outdoor advertising and 12% ($2.2 million) on internet advertising.
Lucky Nugget (formerly SkyCity casino) has so far spent $18 million on advertising, Toto $15 million and Royal Vegas Casino $14 million.
Top 10 online casino games
| online gambling provider | expenditure | |
|---|---|---|
| 1 | Betcity | $19 million |
| 2 | Lucky Nugget | $18 million |
| 3 | Tote | $15 million |
| 4 | Royal Vegas Casino | $14 million |
| 5 | All Slots | $10 million |
| 6 | Twin | $9.9 million |
| 7 | Bet365 | $5.3 million |
| 8 | Jack's Casino | $3.2 million |
| 9 | Captain Cooks | $1.3 million |
| 10 | Circus Casino | $0.7 million |
Role models ban: exit Andy
By the way, it is as of June 30, 2022 forbidden to role models to be used in commercial expressions of gambling providers. As a result, Betcity has to trade its expensive ‘players’ Andy van Der meijde, Wesley Sneijder, Wim Kieft and Sjaak Swart for amatNZDs .
In the amount of 19 million already spent by Betcity, the amount spent on sports sponsorship not recorded.
Total spending of gambling providers
Below you can see the total spending on gambling advertisements of the gambling providers in New Zealand.
| Month |
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|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct | '21 | $0 | $537.654 | $954.517 | $4.014.378 | $3.722.168 | $1.165.966 | $363.456 | $53.499 | $0 | $23.996 | $0 | $0 | $299 | $0 |
| nov | '21 | $0 | $1.125.539 | $2.364.238 | $651.346 | $2.201.970 | $2.121.726 | $2.465.515 | $1.229.950 | $3.555 | $1.342 | $0 | $0 | $0 | $0 |
| dec | '21 | $0 | $2.358.018 | $1.454.080 | $1.057.039 | $1.762.748 | $1.982.936 | $2.553.369 | $1.120.554 | $384.788 | $689 | $0 | $0 | $2.196 | $0 |
| Jan | '22 | $0 | $3.353.951 | $3.522.023 | $1.584.468 | $1.183.755 | $1.123.300 | $799.765 | $689.880 | $85.399 | $6.379 | $0 | $0 | $1.428 | $5.393 |
| Feb | '22 | $0 | $2.164.116 | $2.162.802 | $1.138.855 | $953.942 | $794.523 | $615.970 | $585.300 | $109.421 | $6.052 | $0 | $0 | $1.859 | $28.199 |
| mrt | '22 | $0 | $2.738.768 | $3.412.604 | $1.249.734 | $1.822.427 | $702.564 | $566.696 | $484.620 | $1.337.615 | $105.386 | $2.212 | $0 | $1.457 | $81.793 |
| APR | '22 | $83.300 | $3.496.251 | $2.453.058 | $2.846.879 | $1.167.253 | $765.552 | $1.462.717 | $518.306 | $871.988 | $392.823 | $392.394 | $568.975 | $1.531 | $81.645 |
| may | '22 | $166.350 | $3.203.202 |
$1.610.971
|
$2.183.273 | $1.228.916 | $1.569.048 | $1.085.996 | $608.378 | $452.325 | $792.283 | $316.968 | $122.381 | $383.468 | $1.883 |
| jun | '22 | $10.172 | $2.062.647 | $1.440.388 | $1.506.756 | $1.283.182 | $1.118.503 | $521.824 | $12.122 | $38.209 | $193.410 | $641.862 | $100 | $359.627 | $2.962 |
| TOTAL | $259.822 | $21.040.146 | $19.374.880 | $16.232.927 | $15.326.361 | $11.345.192 | $10.442.126 | $5.302.609 | $3.283.301 | $1.522.361 | $1.353.436 | $691.466 | $751.884 | $188.366 |
Low proportion of internet advertising
At AlpineHolidayHomes, we wonder why a gambling site like Betcity spends only 12% of its budget on internet advertising, while gambling takes place on the internet. Of course, tv advertising is a good way to increase your brand awareness and reliability. But it the internet is the place where you can play directly welcome a new player with just one click.
If a consumer sees the TV commercial of Betcity, then that person must first grab his mobile phone and then take the trouble to go to the betting site. Advertising via the internet works much better in terms of conversion!
Interest is immediately click and register! Because when you see a betcity expression on the internet and are interested, you click on the expression and you end up directly at the place where the betting site you want to have: on the registration page.
New Zealand Lottery Organization
In New Zealand, 12.2 million dollars are spent monthly on gambling advertisements by online gambling providers. But that's not all...
There are also the not online gambling providers, such as The New Zealand Lottery organization. These include State Lottery, Lotto, dollar jackpot, Million Dollar Game, Lucky Day, scratch cards and TOTO store. This organization alone spent no less than 73 million in the last eight months.
Gambling is profitable for casinos
When you see what advertising is spent on online gambling and other games of chance, you immediately know that in the end one party really gets better from gambling: the gambling provider.
That's why we also say ' take a chance, but watch out because in the end you always lose!'.
Number of gambling advertisements per online casino
Although Betcity and Lucky Nugget spend the most on TV commercials, Royal Vegas Casino was the most seen in the advertising blocks from October 2021 to May 2022. Lucky Nugget gets very little advertising for that $ 18 million. Perhaps they are relatively often in the expensive advertising blocks around, for example, major football matches.
The number of commercials of Twin also amazes us. I watch a lot of tv myself, but I don't see the Twin commercials very often. Twin is a gambling site where you can play online bingo and women play more bingo. Maybe it's because I watch men's channels and Twin a lot is shown on a women's channel like Net5.
| Legal gambling site | number of tv commercials |
|---|---|
|
Royal Vegas Casino
|
30.557 |
| Betcity | 11.731 |
| Twin | 10.030 |
| Lucky Nugget | 4.779 |
| All Slots Casino | 4.292 |
| Tote | 4.276 |
| Bet365 | 2.621 |
| Captain Jack | 1.154 |
| GGPoker | 108 |
| Hallmark | 79 |
Figures from this article come from Research Agency Nielsen from October 2021 to May 2022.
