The British bookmakers Ladbrokes and Coral are testing a new advertising strategy. The first Coral gambling “new generation” commercial is to be broadcast on British television this evening.
The owner of both bookmakers, the British gaming group GVC Holdings, explains that the blockbuster-inspired spots are intended to create a new brand image.
In view of the ongoing discussion about a potential gambling ban, the sudden company focus on the new advertising campaign is surprising. Ladbrokes and Coral had also only announced last year that they would completely stop advertising their TV.
A partial advertising ban for gaming products has been in place in the UK since August 2019. TV spots must not be broadcast immediately before, after or during the broadcast of sports events. Horse and greyhound races are an exception. However, politicians have long been calling for a total ban on gambling advertising, as is the case in Italy, for example.
The passion for betting
According to Dominic Grounsell, general manager of Ladbrokes and Coral UK, the new commercials should focus on the passion for sports and betting.
In keeping with the upcoming Cheltenham Festival, Coral's latest commercial shows emotional and “Hollywood-ready” scenes from the equestrian sport.
Angela Porter, head of Coral's marketing department, explains:
We know that our Coral customers have a great passion for betting and the sports they bet on with us. And that is exactly the approach we take to show the passion for betting, the passion for horse racing, the passion for this type of gambling and the casino games we have.
Ladbroke's new spots, however, should focus on the “tension” and “social aspect” of sports betting. The advertisement shows how betting at Ladbrokes brings people together through their shared passion for sport and gambling.
The first Ladbrokes TV spots are scheduled to air next week. In the case of both bookmakers, however, it should be a long-term advertising strategy.
It remains to be seen whether companies will come into conflict with the British Advertising Authority (ASA) or the UK Gambling Commission.
However, if the gambling laws regarding advertising are tightened again, the current campaign could be the last one for the time being.