The gambling industry’s expansive reach includes various media, TV, radio, and online platforms. With billions spent annually on gambling ads globally, one might wonder about the marketing potential to attract new players. For example, in the US only, TV ad spend reached $471.8 million between January and November 2023.
This article delves into the critical elements contributing to gambling advertisements’ effectiveness, exploring how certain tactics can captivate and engage potential gamblers.
Motivations Backing Effective Gambling Ads
Commercials employ various tactics to achieve specific objectives, ranging from widespread brand recognition to personalized retention strategies. These tactics highlight how they aim to captivate potential players and ensure a loyal customer base, all while promoting the idea of responsible gambling.
To bolster brand visibility: This is achieved through extensive visibility across legal channels, but mostly high-profile sponsorships and celebrity brand ambassadors. These efforts are made to forge a strong connection between the brand and its audience, leveraging the psychology of familiarity and trust.
To get new players: Successful campaigns are geared towards creating awareness and piquing the interest of prospective players. To do so successfully, campaigns are built on thorough market research to identify all the relevant channels where these players will consume content. Players’ interests are also identified and campaign material is then built around this to make a lasting connection.
To keep existing users engaged: Player retention is pivotal to the economic vitality of casinos, shaping key performance indicators like GGR, NGR, and the ratio of bets to deposits. Retention is cultivated through well-crafted promotions, rewards, and recognition programs. Campaigns promoting these offers are specifically crafted to showcase the brand’s appreciation of loyal players.
To underscore the importance of playing responsibly: Betting ads must promote gambling sensibly and highlight potential risks. This approach aims to inform and protect different audiences, younger ones in particular, ensuring that the fun of gambling does not eclipse the importance of precaution.
At the end of the day, advertisers have one goal: to increase the casino’s profit margin. This is done by convincing players to continue gambling at an online casino and to get prospective players to join. Next, we provide a breakdown of how advertisers achieve this.
What Makes a Gambling Campaign Impactful?
Successful ads hinge on their ability to captivate and engage. By weaving together different components, sports gambling ads and casino ads are crafted to draw attention and foster a lasting relationship with viewers. Operators combine the following approaches to create compelling campaigns in the gambling industry.
Using Multiple Channels for Increased Visibility
Advertisers employ strategies that involve multiple avenues, such as television, social media, digital billboards, event sponsorships and partnerships, and outdoor and transit advertising, ensuring their message reaches a broad audience. It requires strategic placement and innovative techniques to ensure that these advertisements effectively capture the target audience’s attention. Compliance with advertising regulations is paramount, as it safeguards the campaign’s integrity and aligns with ethical marketing practices.
Boosting Engagement Through Promotions
The promotional content approach leverages the heightened public interest during events like the Super Bowl, World Cup, or festive seasons, offering an opportune moment to introduce special betting odds promotions or unique casino game ads.
For example, during the FIFA World Cup, gambling platforms tap into the event’s global appeal and offer enhanced odds on popular matches or free bets for specific game outcomes.
Similarly, during the holiday season, the best casinos introduce special bonus packages, such as matched deposits or free spins, designed to entice players looking for leisure activities during their festive break.
Moreover, integrating these promotions with compelling narratives or themes that echo the spirit of the event can amplify their charm. For instance, a World Cup-themed promotion might include trivia contests, interactive games, or social media challenges that engage customers beyond just the betting aspect.
Building a Lasting Connection with the Audience
Gambling advertisers masterfully create relatable content by drawing on popular culture, utilizing celebrities as spokespeople, and echoing the general public sentiment. For example, BetMGM leverages well-known personalities to bridge the gap between the brand and the target demographic, making the ads appear more personal and trustworthy.
By incorporating pop culture references, operators keep the content fresh. Additionally, evoking a sense of familiarity and comfort through the use of animals or humor can amplify an ad’s appeal.
BGO Casino is known for using celebrities in its ad campaigns, Verne Troyer being the first that comes to mind. A recent campaign features Paris Hilton. The example here is a perfect illustration of how advertisers play into humour to make a lasting impression while connecting with the audience.
Maintaining Consistent Messaging
Gambling advertising campaigns are designed to convey a clear and concise message across all channels. This strategic alignment reinforces the brand’s message.
Paddy Power, for instance, known for often controversial advertising, maintains a consistent tone and message across its humorous campaigns to provide entertainment beyond traditional betting.
Other examples are the campaigns for sports events like the Super Bowl by companies like DraftKings or FanDuel. The core message—enticing offers for a limited time—is consistently communicated across email marketing, social media posts, TV ads, and in-app notifications.
Ad Originality
The creative spark in gambling advertisements serves two pivotal roles—making the campaigns memorable and resonating deeply with viewers, turning casual observers into committed customers. Originality through innovative storytelling, unique design, or unexpected narratives secures a good position in a saturated market. This way, connection with viewers is achieved on an emotional level, encouraging them to choose the brand over competitors. PlayOJO, another brand known for crafting original ads that are memorable, introduces their live dealer collection with a clever display of Frankenstein’s monster interacting with the platform and discovering live dealer games in the ad we’ve added below.
Regulation as a Pillar of Ethical Advertising
Government authorities ensure that advertisements comply with laws and promote responsible gambling. These entities establish guidelines that dictate when, where, and how gambling operators can advertise, with a strong emphasis on preventing exposure to younger audiences.
Typical regulations include restricting gambling ads during certain times or programs to protect minors, mandating clear identification of gambling, and prohibiting the promotion of betting odds during live sporting events. Furthermore, ads must not target children, exaggerate winning potential, or associate gambling with alcohol. These measures aim to foster a safe and responsible gambling environment, minimize harm, and promote consumer protection.
The Strategic Brilliance of Gambling Ads
Gambling campaigns represent a fusion of creativity, strategy, and responsible messaging. Gambling ads achieve remarkable reach and success through strategic visibility across various platforms, engaging promotions tied to big events, and connections made through relatable content. They entice new players and cultivate a sense of loyalty among existing ones. The brilliance of these campaigns lies in their ability to weave together regulatory compliance with the possibilities of gambling, showcasing the industry’s dynamic approach to connecting with players.
If you're looking for something that's not Vegas or Monte Carlo, we've got just the list for you. Here are seven destinations where luxury and adventure meet, offering more than just a casino table to make your next trip unforgettable.
Puerto Rico Allows Betting in Paradise
Puerto Rico's sun-kissed beaches and vibrant culture are perfectly complemented by its world-class casino scene. Among its jewels, the Casino del Mar at La Concha Resort stands out, particularly its newly opened High-Roller Room. The room features advanced gambling technology and private entertainment, with a large selection of slot games, as well as classic games like blackjack and roulette.
Adding to the island's casino appeal is the elegant Casino at The Ritz-Carlton, San Juan. This venue offers a sophisticated gambling environment that merges with the tropical elegance of Puerto Rico. Here, you can find a tranquil setting to test your luck, all within the opulent surroundings unique to the Ritz-Carlton brand.
Visitors can immerse themselves in the local culture, lounge on the golden beaches and perhaps even go salsa dancing into the early hours. Gorgeous scenery and world-class casinos make Puerto Rico an ideal destination for gamblers from around the globe.
South Africa is Where Gambling Meets Safari Splendor
South Africa may not be the first place that comes to mind for lavish gambling escapades, but it does have some of the most opulent casinos in the world. Cape Town's GrandWest Casino & Entertainment World is a treasure trove for serious players, with over 70 tables and 2,500 slot machines.
The Sun City complex transforms the gambling sessions into an adventure, as it's in the heart of untamed beauty. It's not just a place to place bets but a full-blown entertainment empire that attracts with its gambling options and wild surroundings.
Johannesburg adds to the appeal with Montecasino and Emperors Palace, both epitomes of luxury and high-stakes bets. Montecasino transports you to Italy with its architecture, while Emperors Palace offers a royal experience a stone's throw from the airport.
Not to be outdone, The Boardwalk Casino in Port Elizabeth marries the fun of the game with stunning ocean views, which makes it a unique spot for those who like gambling with a side of scenic beauty.
Worth noting are the diverse landscapes and activities to explore while in the country, all easily accessible from any of these high-end gambling sites. The Kruger, a must on every gambler’s list, is very close to the Sun City complex, allowing visitors to go for game drives when not playing high-stakes games.
Philippines for Lush Landscapes and Luxe Casinos
The Philippines stands out as a premier casino destination, complemented by the country's stunning natural beauty. Okada Manila and City of Dreams Manila are the local gambling titans, with sprawling gambling floors packed with slot machines and tables.
Okada's estate promises a mix of luxury and chance, whereas City of Dreams transforms every visit into a lively adventure with its numerous games and electronic tables.
Beyond the casino lights, the Philippines welcomes visitors to its natural wonders, including the serene Twin Lagoon and the majestic Chocolate Hills. Whether diving into the clear waters of Barracuda Lake or enjoying the adventure at Ariel's Point, it's clear that this country has something special for everyone.
Rio de Janeiro to Catch the Carnival Spirit
Known globally for its breathtaking beaches and the grandeur of Carnival, Rio de Janeiro also boasts a rich gambling culture that complements its lively atmosphere. The city hosts prestigious casinos, including the Rio Hotel Casino and Convention Resort.
Here, enthusiasts will find a paradise with endless rows of slot machines and a diverse array of table games available at all times.
Adding an innovative twist to the traditional casino scene, Cassinera reimagines gambling in Rio, integrating it with the city's exuberant party spirit. These bespoke events, set against the backdrop of various luxury resorts, offer a curated selection of casino games. In Rio, each game is served with a dose of its signature samba energy.
Costa Rica for Winning Big in Nature's Backyard
Costa Rica, a gem in Central America, offers much more than just its laid-back lifestyle and breathtaking natural beauty. For those inclined to try their luck, the country hosts a variety of casinos nestled in its major cities and luxury resorts. In San Jose alone, gamblers can find a cluster of 18 casinos.
Notable locations include Croc's Resort & Casino and the Wyndham San Jose Herradura Hotel & Convention Center, which are known for their opulence and diverse gambling options. These venues cater to a high roller's every need in settings removed from the hustle and bustle of typical casino floors found elsewhere.
Moreover, visitors can try out casinos like Grand Casino Escazu and Casino Fiesta Herradura. In these elegant settings, one popular game that captures the interest of many visitors is rummy. Although rummy likely originated in Spain, it has found a special place in Costa Rican casinos. This variation of blackjack introduces new rules that add fresh flavor to the game, so be prepared to try it out.
Aruba is The Caribbean's Casino Jewel
Aruba emerges as a unique destination in the Caribbean. This island, though small, is known for its pristine beaches and crystal-clear waters, but it's equally renowned for its casino facilities.
The casino at Aruba Hilton accommodates a broad range of gambling tastes, while the casino at the Ritz-Carlton provides gamblers with an unparalleled gambling experience. Moreover, every visitor can find something they enjoy at Stellaris Casino thanks to its extensive selection of table games and slots.
Dubbed the Las Vegas of the Caribbean, Aruba excels not only in providing many benefits for gamblers but also in outdoor activities. From scuba diving to cave exploration, the island encourages guests to combine high-stakes activities with natural exploration.
UAE Should be Your Next Destination for Luxury
The UAE, known for its lavish lifestyle and towering skylines in Dubai and Abu Dhabi, is getting closer to becoming a top destination for elite gambling. It currently hosts exclusive, invitation-only gambling events and has great potential for a thriving gambling scene. This shift could transform the UAE into a gambling haven comparable to global hotspots.
Imagine the possibilities—casinos that could match the grandeur of Las Vegas or Macau, set against the backdrop of the UAE's architectural wonders. This future scenario makes the UAE a magnet for those seeking the ultimate luxury.
Have you ever wondered what purpose betting syndicates have? Well, they are groups of individuals, often with diverse expertise, who come together to pool financial resources and knowledge to place strategic bets, predominantly in sports.
We aim to discover how they function, provide some famous examples, and investigate the significant impact they have on the global betting arena.
What Are Betting Syndicates All About?
Betting syndicates have a distinct approach to gambling, diverging significantly from the traditional betting style. They are organized groups, often consisting of seasoned bettors with much more sports expertise than regular sports betting enthusiasts.
Unlike individual bettors or the general betting public, who often bet based on personal preference or intuition, syndicates employ a more calculated and strategic approach. They leverage collective knowledge, statistical analysis, and substantial pooled funds to place big bets. This collaborative model allows them to bet with a level of sophistication and urgency that's typically beyond the reach of an average bettor.
The size and scope of these organizations vary widely. Some betting syndicates are small, informal groups of friends or acquaintances sharing insights and funds to bet on local sports events.
On the other end of the spectrum, there are large, highly organized syndicates that operate almost like businesses. They may employ teams of professionals, including statisticians, analysts, and betting experts, and often engage in international betting markets. They are known for their disciplined approach to betting, utilizing advanced statistical models and algorithms to make informed decisions. The larger the syndicate, the greater its ability to find better odds and influence betting lines.
The formation of gambling syndicates is primarily driven by the desire to maximize profit and minimize risk. By pooling resources, members can place larger bets than they could individually, potentially leading to higher returns. Additionally, a syndicate's collective wisdom and diverse expertise can lead to more informed and strategic betting decisions. Objectives vary, but they typically include seeking consistent long-term profits, quickly exploiting inefficiencies in betting markets, and managing risk through diversification of bets.
Inside the Strategies of Betting Syndicates
Sports betting syndicates are renowned for their sophisticated methods of gaining an edge in the competitive world of sports betting. At the heart of these strategies is the use of technology and data analysis. Syndicates often employ advanced statistical models, algorithms, and data analytics tools to analyze vast amounts of information.
This data can range from historical performance statistics of teams and players to weather conditions and even psychological profiles of athletes. By dissecting such information, they can identify patterns and trends that are not immediately apparent to the average bettor or bookmaker.
The technological aspect of these syndicates is usually state-of-the-art. Many have custom-built software and databases designed to process and analyze sports data efficiently. The use of artificial intelligence and machine learning algorithms is becoming increasingly common, enabling syndicates to refine their predictive models based on new data. This constant evolution of their analytical tools ensures that they stay one step ahead in the ever-changing landscape of sports betting.
Another crucial aspect of their operation is maintaining an edge over bookmakers. Syndicates must constantly adapt their strategies to stay ahead, as bookmakers themselves use sophisticated algorithms to set and adjust odds. To avoid detection and keep bookmakers from adjusting the odds unfavorably, syndicates often place bets with urgency through multiple accounts and use a network of individuals to spread their bets across various bookies.
Are Betting Syndicates Legal?
It has to be noted that betting syndicates often operate in a complex legal and ethical landscape. While the core concept of a betting syndicate is legal in many jurisdictions, certain practices can push these syndicates into legally questionable territory. One such practice is the employment of insiders within sports organizations or horse racing teams to gain exclusive, real-time information. This is perceived as illegal because it can involve the misuse of privileged information, potentially leading to unfair advantages and manipulation of betting markets.
Furthermore, when syndicates engage in activities like match-fixing or manipulating event outcomes, they cross a clear legal boundary. Such actions violate the sport's integrity and contravene laws in many countries that regulate fair play and gambling.
Despite these concerns, most betting syndicates operate within the boundaries of law and regulation. They focus on leveraging collective knowledge and strategies to place bets rather than resorting to unethical or illegal means to gain an edge.
Why Betting Syndicates Have an Edge in Sports Betting
Betting syndicates offer a range of advantages that set them apart from individual betting strategies. These benefits stem from their collaborative approach, strategic planning, and use of technology. Below, we break down these advantages into key areas.
Enhanced Financial Power
The pooling of resources in a betting syndicate allows for greater financial leverage, enabling the placement of larger bets than what individual members could manage on their own. This collective financial power can potentially lead to significantly higher returns than individual betting. Additionally, betting syndicates excel in distributing risk. By spreading bets across a variety of events and outcomes, they can effectively mitigate individual losses, a feat that's much more challenging for solo bettors.
Better Insight Through Analytics
Gambling syndicates typically employ sophisticated data analytics tools, using advanced statistical models and algorithms to make decisions. This analytical approach provides a more data-driven and objective basis for predicting sports outcomes. Furthermore, the utilization of cutting-edge technology, including artificial intelligence and machine learning, enables syndicates to refine and adapt their betting strategies based on new data and trends.
Strategic Advantages
Professional betting syndicates can sometimes influence betting markets, occasionally creating more favorable odds for themselves. Moreover, these groups often employ strategies such as placing bets in a manner that avoids detection by bookmakers. This not only helps in preserving advantageous odds but also maintains a level of anonymity, which is crucial in the competitive betting landscape.
Sights on Long-Term Winnings
Syndicates generally adopt a long-term approach, prioritizing sustained profitability over immediate gains. This is in contrast to the often short-term perspective of individual bettors. The combination of pooled resources, collective expertise, and strategic planning contributes to a more consistent and stable performance over time.
Notable Betting Syndicates
The world of sports betting has seen its fair share of famous and sometimes notorious betting syndicates. These groups have made headlines for their significant successes, strategic brilliance, and, occasionally, involvement in scandals. Here's a look at some of the most notable betting syndicates in history and their journey to fame or infamy.
Billy Walters and The Computer Group
One of the most renowned sports bettors of all time is Billy Walters. Walters and his team were known for their incredibly sophisticated analysis and betting strategies. They had a string of successes, particularly in Las Vegas, making millions of dollars through syndicate sports betting. Walters was so influential that his bets could single-handedly shift the betting lines. However, his career also involved legal controversies, including a conviction for insider trading, showcasing the fine line that betting syndicates often walk.
He joined a syndicate known as The Computer Group in the 1980s. This group, led by Michael Kent, a former NASA engineer, and renowned bettor Bill Benter, used computer algorithms for the first time in the history of betting. Their approach revolutionized sports betting. They were able to predict race outcomes with remarkable accuracy and establish handicaps for basketball games, earning millions and changing the betting landscape forever.
Zeljko Ranogajec and The Punters Club
Another notable example is the Australian-based Zeljko Ranogajec syndicate—The Punters Club. Known for their extraordinary secrecy and efficiency, they were investigated multiple times by the Australian tax authorities, but their winnings could not be seized. Ranogajec, dubbed "The Joker," is thought to be one of the world's biggest gamblers and best blackjack players, with his syndicate handling billions of dollars in bets annually. Their operations extend across continents, influencing betting markets globally.
Tony Bloom's Private Betting Syndicate
Lastly, the Hong Kong-based syndicate led by Tony Bloom stands out. Bloom, also the owner of Brighton & Hove Albion Football Club, is known for his mathematical approach to betting. His elite betting syndicate, Starlizard, is described more as a betting consultancy, providing betting advice and strategies. The group is known for its low-risk, high-reward approach, making substantial profits over the years. Bloom is also a great poker player and has earned millions in poker tournaments throughout the years.
The Impact of Betting Syndicates on the Gambling Industry
Betting syndicates have a profound impact on the gambling industry, significantly influencing odds and betting markets. Their substantial financial power and strategic betting practices often lead to shifts in betting lines at online sportsbooks. This can create a more dynamic and sometimes unpredictable betting environment. From a legal and ethical standpoint, betting syndicates often raise questions. While they operate within the confines of the law in many jurisdictions, their influence on the betting market sometimes leads to regulatory scrutiny and debates over the fairness of their practices.
Furthermore, betting syndicates can indirectly influence sporting events. Their large-scale bets can sometimes affect how people see teams and players, adding a layer of complexity to sports events themselves. Although there's no direct manipulation of sports outcomes, a psychological impact can't be overlooked.
There's no denying that betting syndicates are a force to be reckoned with in the gambling industry. Their ability to analyze, predict, and influence betting markets is unparalleled. However, with great power comes great responsibility to stay within legal and ethical limits.
The Kelly Criterion is a mathematical formula that can be used to make the most of your bets, whether in gambling or investing. In this blog post, we provide you with all the necessary information to understand this concept. We'll go over the basic principles and origins and give you simple examples to see how you can apply the Kelly Criterion to your betting tactics.
The Math Behind It
Using the Kelly Criterion is a strategy that balances the risk of losing with the potential for profitability, guiding you to bet a portion of your funds that corresponds to the probability of winning. It was formulated in 1956 by John L. Kelly Jr., a researcher at Bell Labs. Kelly, originally focusing on long-distance telephone signal noise, unexpectedly created a system that found its most significant applications in sports betting and finance.
The core of the Kelly Criterion is its formula, which can be expressed as:
f*= bp-qb
f*represents the fraction of your bankroll to bet
b is the net odds received on the bet (expressed as b:1)
p is the probability of winning
q is the probability of losing, which is 1-p
Simply put, the formula can be expressed as the given odds multiplied by the probability of winning, subtracting the probability of a loss and that total divided by the odds.
Can Kelly Criterion Be Used in Casino Games?
The essence of the Kelly Criterion betting is to wager a portion of your bankroll based on your edge in a given wager. However, in casino games, this becomes impractical due to the inherent house edge present in these games. Unlike skill-based betting, where the player can have an edge, online casino games are designed to give the house an advantage. This means that the return to player (RTP) is never 100%, leading to a situation where the Kelly Criterion would consistently suggest a negative betting percentage.
Using the Formula in Sports Betting
This approach is especially well-suited to making sports bets. If you manage to properly provide values needed for applying the Kelly Criterion formula, you should always get an optimal percentage of your bankroll needed for the bet to be profitable. Here are some examples of how you can use it in different sports.
Kelly Criterion in Football Betting
When betting on football, the odds and probabilities can vary significantly depending on the matchup, league, and other factors such as team form, injuries, and historical performance. Let's consider a hypothetical scenario where you're betting on a team with odds of 3:1 (meaning b = 3) and you estimate the probability of your team winning at 50% (p = 0.5). The probability of losing (q) would be 50% (1-p = 0.5).
Plugging these values into the Kelly formula would look like this:
f*= (30.5) - 0.53 = 1.5-0.53 = 0.333
This result suggests that you should bet approximately 33.3% of your bankroll on this football match to optimize your bankroll growth.
Kelly in Basketball Betting
Basketball betting, with its dynamic odds and frequent scoring, presents unique opportunities for applying the Kelly Criterion. Suppose you find a game where the odds are 2.5:1 ( b = 2.5) and you believe the probability of your chosen team winning is 55% (p = 0.55). Consequently, the probability of losing (q) is 45% (1 - p = 0.45).
In application, it would look like this:
f*= (2.50.55) - 0.452.5 = 1.375-0.452.5 = 0.37
This calculation indicates that you should allocate 37% of your bankroll to this bet.
Applying the Formula in Tennis Betting
Let's say you're betting on a tennis match. You have odds of 2:1 (so b=2), and you believe the probability of your chosen player winning is 60% (p=0.6). Therefore, the probability of losing (q) is 40% (1 - 0.6 = 0.4). If we use these numbers for the Kelly formula, we get:
f*= (20.6) - 0.42 = 1.2-0.42 = 0.4
This result suggests that you should bet 40% of your bankroll on this match for optimal profit growth.
Half, Third, and Quarter Kelly
Adjusting the Kelly Criterion by betting a fraction of the recommended amount, like half (½), a third (⅓), or a quarter (¼) Kelly, is a common strategy to manage further risks. These variations help in smoothing the volatility in your bankroll while still adhering to the principles of the Kelly Criterion. Here are a couple of reasons why bettors choose to employ this strategy.
Reduced volatility: By betting a fraction (like half) of what Kelly suggests, you reduce the fluctuations in your bankroll, leading to a more stable growth pattern.
Less aggressive betting: This approach involves fewer initial bets and can be more suitable for those who are risk-averse or new to using the Kelly Criterion.
Balance between growth and safety: Fractional Kelly strategies are the sweet spot between maximizing growth and protecting your bankroll from significant drops.
What are Kelly Criterion Calculators?
For those looking to get serious about this strategy, Kelly Criterion calculators are a valuable tool. They simplify the process of determining the optimal bet size, eliminating the need for complex manual calculations. To use a Kelly Criterion betting calculator, you typically need to input the odds of the bet, your estimated probability of winning, and sometimes the total bankroll you are willing to bet. The calculator then uses the Kelly formula to determine the optimal bet size as a percentage of your bankroll.
A key feature in many of these calculators is the Kelly multiplier. This is an adjustable factor that allows you to bet a fraction of the amount suggested by the pure Kelly Criterion, often used as a way to reduce risk. As mentioned above, this multiplier can be half, a third, or a quarter. For the full Kelly Criterion number, use a multiplier of 1.
Pros and Cons
The method is primarily aimed at enhancing the long-term growth of your betting bankroll, simultaneously working to reduce the risk of depleting all your betting funds. By using this criterion, bettors make informed decisions and align their betting strategies with the goal of long-term profitability while avoiding the pursuit of immediate, high-risk gains.
There are several advantages to using the Kelly Criterion:
Guides optimal bet sizing: This is crucial for maximizing the growth of your bankroll over an extended period.
Emphasizes risk management: By recommending that only a portion of your bankroll should be placed on any given bet, it mitigates the likelihood of significant losses.
Focus on long-term strategy: This makes it an ideal approach for disciplined bettors who are in it for sustainable gains rather than quick, risky wins.
However, the Kelly Criterion is not without its drawbacks:
Challenging to estimate winning probabilities accurately: Overestimation, for instance, can lead to overly aggressive betting and potential financial setbacks.
Complex calculations: This is particularly the case in dynamic betting scenarios, and might demotivate some bettors.
Understanding the percentages in Kelly Criterion betting is crucial for effective application. The formula's result, expressed as a percentage, indicates the recommended portion of your bankroll to wager. A positive value implies favorable odds and suggests that a bet is advisable. The higher the percentage, the stronger your edge is perceived, indicating a larger bet. Conversely, a negative or zero value signifies unfavorable odds, advising against placing the bet.
Minimize Your Betting Risk with Kelly Criterion Formula
The Kelly Criterion betting approach stands as a beacon for bettors seeking a balanced method of managing their bankroll. This formula is not just about maximizing returns; it's equally focused on minimizing risk, ensuring you don't put your entire bankroll at stake. Its application in betting scenarios, especially in sports betting, is relatively straightforward, making it accessible even for those who are new to this concept.
So, if you're looking to optimize your betting strategy while keeping risks in check, consider implementing the Kelly Criterion to your next wager. It's a step toward more disciplined, calculated, and potentially profitable betting experiences.
If an operator of an online casino or sportsbook wants to do everything legally and “by the book,” then they must get licensed. Licensing allows casinos to operate legally and under regulation from a regulatory body of the jurisdiction they are registered. While regulations place many burdens on operators, in the end, the benefits of being legal and legitimate far outweigh both the costs and the legal limitations imposed.
In this comprehensive guide on online casino licenses, we will go over the whys and hows of getting licenses. And also, take a look at some of the most popular gambling license jurisdictions to help you make your decision.
What Are Online Casino Licenses?
Simply put, an online gambling license is a legal document conferring the right onto a company to operate a gambling business in a given territory. Just as land-based casinos must be regulated, so do their online counterparts.
In order for an operator to offer games of chance, such as video slots, table games, or sports betting, legally, they must have a license that covers the territories they want to offer the games. Getting one, however, is usually no easy feat. Not only do they cost money (depending on the jurisdiction, the licensing costs may represent a significant barrier to entry into the market), but they also create an obligation for the company to follow regulations.
The exact nature of the regulations depends on the given jurisdiction. Some, like Curacao, are known for being less stringent. While for instance, the United Kingdom Gambling Commission is considered especially tough. What’s important to note is that the early days of unlicensed and “wild west” online gambling are largely over. More and more countries want to bring this form of gambling into the legal mainstream and have begun to crack down on anyone who operates illegally. Therefore, those who do so are not only risking steep fines but even potential jail time.
In general, the role of the licensing authority is to make sure that all gambling, including online, is above board and safe for the consumers. Those who want to open an online casino must have a license. The hard part of this decision is actually figuring out where to pursue getting a license. Many different jurisdictions offer them, and all of them have their own pros and cons.
But, with this guide in hand, you will be able to figure out most of these questions and know what to expect as you set out on the journey to get your budding online iGaming empire up, and running, and, most importantly — legal.
Where And Why Should Casinos Get Licensed?
When considering online casino licenses (and operators definitely should), there are a lot of things to take into account. But the most important thing to remember is that players today expect an online casino to be operating under laws and regulations.
Most of the sites that review casinos make a note of the jurisdiction. Players are sensitive to this info, as they do not want to deposit their money into a venue that could be deemed unsafe. And as the events in the iGaming industry in 2021 show, more and more countries are moving to regulate all forms of online gambling. This means that to be a viable option for players today, operators must be licensed. And that is just on the perception side of things. The main reason why operators pursue gambling licenses is to protect themselves from legal liabilities and to be able to operate normally as a business.
That last part is extremely important. These days, players expect to be able to deposit and withdraw money using many different payment providers and to be able to take a punt on a large catalog of games. And here’s the thing. You won’t be able to offer many payment options and many games if you’re not a licensed online casino. It’s simple. Respectable companies want to work with other respectable companies. Your fly-by-night operation simply won’t attract such game providers as NetEnt or Microgaming, sorry.
In order to be able to collaborate with the best providers, whether it’s in payment, games, or the casino platform itself, you will need to be licensed and operating legally. Some who do not do so run pirated software on their sites, but this opens additional legal liability as those companies can sue for copyright and intellectual rights infringement. Since we settled the question of why it’s time to address the where of it all. We will go over the different jurisdictions in-depth a bit later in this guide, but for now, let us say this choice primarily depends on where your company is based and which market you want to go after. While all jurisdictions have their own rules and requirements, there are things they have in common in broad strokes.
What is called “fit and proper persons” will have to occupy ownership and senior positions, there are tests for this. The random number generators (RNGs) in the software will have to be regularly tested and validated. Some may even ask you to publish a full RTP (return to player) list for each and every game you offer. Some clientele may be barred from playing with you, and you may need to establish limits on deposits.
These are just some of the requirements, and this is by no means an exhaustive list. When considering where to get licensed, it is very important to go through the full legal requirement list. Agencies exist to help companies through this process due to the volume of work involved.
How Online Casinos Apply for Gaming Licenses?
Each licensing authority will have its own process of application. But there are some things that they have in common and that prospective casino operators can expect as parts of the process no matter where they apply. In general, you can expect to pay various fees (one-time and/or yearly, more on those later in this guide), deal with a considerable load of paperwork, and also wait. For a couple of months at least.
Common requirements include things like background checks, business plans, proof of funds, and software and compliance checks. Depending on the jurisdiction, it may be necessary to also incorporate in the jurisdiction and to house servers in the same location too. A lot of the time, the authorities also enforce standards on platform providers so it can increase the chances of a successful application to cooperate with providers who are already licensed and reputable.
Speaking frankly, getting licensed is no cakewalk. There are many checks, demands, and requirements. Criminal records will be checked, as well as passports, bank references, information on target markets, and measures to prevent minors from gambling...
Anti-money laundering and know-your-customer procedures are other big parts of what is asked from prospective iGaming operators. To keep track of all of this and to avoid wasting time and funds, many companies seeking online gaming licenses employ the services of legal firms and consultancies that specialize in this area of corporate law.
Note also that gambling authorities do not operate in a vacuum. They are able and willing to use inquiries with other national and international regulatory bodies to fully check your probity and get the necessary info about your background and history. Therefore, it could be argued that the best way to get through the licensing process is to be as forthcoming and transparent as possible. This goes even for those who do have blemishes in their history, as the investigation will most likely uncover them. As to how to actually begin the process, applications can be made through a licensing agent or independently. Sometimes, it will even be possible to apply online.
What all online casinos or sports betting sites need to know is that while most will be operating in many countries, the legislation of the country where it is registered will always take precedence over any international laws. That is yet another thing to keep in mind. A number of gambling jurisdictions exist now, and most casinos tend to choose one of the most popular ones, such as Malta, Curacao, or Gibraltar. The choice of jurisdiction is possibly the most important step in the process, as it will dictate the rest of it.
How Do Online Casinos Choose an Online Gambling License?
Out of so many different options, how do companies seeking to operate online iGaming sites decide where to incorporate and which license to seek?
To answer this question, companies need to think about their needs and business possibilities. This is what will guide the decision. Any type of gambling will require a license, and businesses have to get one before they go live.
Before they set out on the difficult and demanding trek of licensing, online casinos take into account the requirements each jurisdiction imposes, the costs associated with the fees, and the taxation policy. Many choose to speed this process up by hiring outside help, such as lawyers.
Different jurisdictions also have different reputations. Some are seen as more lenient, while some are seen as very heavy on the rules and limitations. As an example, the United Kingdom Gambling Commission has recently decided they will start regulating how fast a single round in a video slot game can be. In Sweden, the regulatory body decided to ban the offering of bonuses. There are quite a lot of factors to consider when choosing a license, and it’s of the highest importance to get it right.
The Overview Of The Most Popular Gambling License Jurisdictions
In this section of our guide, we’ll take a look at some of the most popular and most commonly selected online gambling jurisdictions. Each of these has its own pros and cons, opening certain opportunities while closing some others. They also vary in requirements and the costs associated, so those looking to get their online casino up and running need to have a good hard think about what might work best for their specific needs.
Malta Gambling Authority
Malta has for many years been the iGaming hub of Europe. That’s for a good reason, as their license is considered very reputable and offers access to the lucrative European market. The Malta Gaming Authority (MGA) is the body that carries out the licensing process and confers the license to an operator. They are also the ones issuing regulations and checking compliance.
MGA offers four classes of licenses. The first type gives the right to organize games of chance where the result is determined by an RNG. This is the license that you want if your online casino offers video slots and table games. The other licenses offer the ability to organize games based on event outcomes (i.e., sports betting), poker, and fantasy sports. In 2018, the body streamlined some of the taxation systems, removed the need for current holders to apply for separate licenses, and waived the monthly compliance contribution for the first 12 months of the casino’s operation.
Getting licensed in Malta, however, is a long process. Prospective operators go through at least five stages which include several compliance audits. It takes 3 to 4 weeks for the application to be considered, followed by a temporary license of six months. After that, based on extensive checks, a five-year license is given. The process is definitely involved: a fit and proper check, a business planning check to ensure the viability of the business plan, a financial reserves check, and a system review. But with so many licensed online casinos and sports betting sites choosing this license, it’s clear that it is worth it. It gives access to the European market and players place a high trust in it.
United Kingdom Gambling Commission
Then there is the UKGC. This is the regulating body that oversees gambling in the United Kingdom and offers a host of different licenses based on what a company is doing. These include five types of remote betting ones (as an example, accepting sports betting on real events and on virtual events requires the possession of two different licenses) as well as a range of intermediately and industry licenses. This is one of the drawbacks of the United Kingdom Gambling Commission license, as operators who later want to branch out into other aspects of iGaming will need to apply for a separate license for each.
In addition, the UKGC has some of the longest approval processes, which can last up to 16 weeks, and in recent years, the regulatory body has begun tightening the leash on what operators in the country are allowed to do.
So, why get licensed by the UKGC at all? The UK is one of the largest contributors to the international gambling industry, generating a gross gambling yield of £2 billion between October 2011 and September 2012. There’s your answer.
Before 2014, the UK had a more relaxed attitude to remote gambling, and operators from so-called “whitelisted territories” (such as Malta and Gibraltar) were able to both accept bets from Britons and to advertise in the country. Since 2014, changes in regulation mean that anyone wanting to access the UK market and advertise in it must be licensed by the UKGC. So, despite UK regulations being onerous with a trend of increasing regulatory pressure, online casinos still get licensed here due to the lucrativeness of the UK iGaming market.
Curaçao
Curaçao is a small island in the Caribbean with a large presence in the online iGaming industry. This is in large part due to the ease and low costs of gaining a license.
How it works is that there are master licenses and sub-licenses. New operators apply for a sub-license at one of the four master license holders (they have been fixed since 1996). Master licenses are renewed every five years, and sublicenses are valid for as long as the master licenses are. The main advantage of this system is that online casinos need only one license for the entire iGaming vertical. This is in contrast to jurisdictions like the UK, where separate licenses need to be obtained to offer different kinds of gambling.
Where the Curaçao license really shines is in how cheap it is. While each of the four master license holders has its own rules and fees, it is in the neighborhood of $5,000 annually. There is a one-time application fee (around $2,000) and a couple of other smaller ones.
In addition, Curacao has a 0% corporate income tax and a 2% net gains tax. Getting a Curaçao license is fast and takes as little as six weeks. There are a couple of significant drawbacks, however. Casinos licensed in Curacao cannot accept players from the USA, France, the Netherlands, and Curacao itself.
Overall, however, due to its simplicity and quickness, Curacao is an excellent choice for many first-time operators. Of course, such operators can always choose to be licensed somewhere else later.
Gibraltar
Gibraltar is another of those jurisdictions that is very attractive due to low taxes — just 1% of revenue and capped at £425,000. Quite possibly, Gibraltar is the most exclusive jurisdiction there is. Online casino owners need to prove financial solvency, provide a business plan and be ready to perform all transactions solely through banks based in Gibraltar.
This jurisdiction also has some of the most stringent regulations and is the golden standard of trustworthiness and reliability. The license fee is paid in one lump sum of £100,000. But that’s far from the only thing you’d need to pony up to get a license here.
Gibraltar is selective, preferring to give licenses only to already established operators that already hold reliable licenses. As it states on the regulator’s website, the authority only considers “blue chip companies with a proven track record in gambling.”
And perhaps the most important thing written on that same website — “Licenses are generally difficult to obtain.” So, there you go. This is an option for established operators who want to pay fewer taxes. If you’re someone looking to get started, you’ll have to look elsewhere.
Sweden’s Spelinspektionen
For a long time, gambling in the country was a state monopoly. But recent changes have seen the market open up. Spelinspektionen is the regulatory body that decides who gets a license and who does not.
Sweden, being a new market, is also quite stringent. The focus of the Swedish regulators is player protection and the reduction of gambling addiction. It is also a very reactive body. In 2020, during the Covid-19 pandemic, Sweden took temporary responsible gambling measures such as a SEK 5,000 limit on deposits (around 488 ) and a bonus limit of SEK 100 (less than 10). Spelinspektionen may be seen as a very restrictive jurisdiction, but it also represents an opportunity for iGaming companies as the market gets liberalized.
How Much Do Online Casino Licenses Cost?
This is a tricky question as different jurisdictions charge differently for applications and may have other additional fees. Another important thing to consider is the tax rate.
Prices can be quite cheap, such as in the case of Curacao. Or alternatively, expensive, such as in Gibraltar. Of course, Gibraltar offsets this high upfront license cost with a very favorable corporate gains tax rate.
In Malta, which remains the most popular way to get into the European iGaming market, the application fee is €5,000, and the annual license fee is fixed at €25,000. New tax rules since 2018 will see online casinos with the B2C Type 1 license (that’s the one that lets you offer video slots) pay annual taxes on a progressive scale: of 1.25% if the profits do not exceed €3 million and 1% for profits up to €4.5 million and so on. If a casino makes up to €10 million, it will only pay 0.55% in taxes. So for those companies that are very successful, Malta is clearly an excellent choice.
In general, depending on the jurisdiction, the fees will be different. So anyone looking to get one of these licenses will have to weigh the costs. In Sweden, for instance, casinos can expect to end up with licensing costs of between €229,950 and €257,450 based on the number of founders (this total includes things such as local servers and management fees).
FAQ on Online Casino Licenses
What is an Offshore Casino License?
An offshore gaming license simply means that the provider works remotely from their home country, but their operation takes place without locally imposed restrictions. A very large number of online casinos today have these types of gaming licenses that enable them to work from one country while serving gamblers in many different territories where their license is accepted.
Why Should I Get a Gambling License For My Casino?
As online iGaming has become more and more widespread, governments have started regulating it. At the same time, players want to play at casinos that are fair and legitimate. Therefore, getting a license is essential to being able to be a proper player in the iGaming market. Not to mention that payment processors, banks, and software suppliers will only work with regulated casinos. This essentially means that operating properly as an online iGaming venue is not possible without a license from a competent gaming authority.
How Do I Obtain a Gambling License?
The first step in obtaining an online casino license is figuring out which markets your casino wants to serve. After that, you will look into what jurisdictions can give you a license that will enable you to do business. There will probably be more than one, so things like license fees, tax rates, and more will factor into your decision. Given the complexity of this task, many prospective casino owners seek out help from legal firms to complete this process.