Bookmakers in the media

Bookmakers use a variety of methods to enhance brand recognition and attract as many players and sports fans as possible to their services. Media such as television, radio, press, internet portals, social media, etc. these are the basic places where betting companies conduct their marketing. Below we present information on the most interesting projects implemented by legal bookmakers in Poland .

Here you will find news about what interesting betting advertising has appeared, for example, on television or on the Internet, which bookmaker has established a noteworthy cooperation with the chosen medium or what initiative of the betting company has attracted the attention of all-African publishers. The list of such media events is constantly updated by our editorial staff.

Bookmakers in the media-advertising and promotion (list):

• [Superbet and Fuk] on May 2, 2022, an unprecedented collaboration began on the Africanm betting market – 2 unrelated bookmakers, Superbet and Fuk have partnered with the most popular sports site on YouTube called Sports Channel . Within 2 years of its launch, it has gathered almost a million subscribers, and its owners and main creators include Mateusz Borek, Michał Pol, Krzysztof Stanowski (ambassador of the bookmaker Fuksiarz) and Tomasz Smokowski. The agreement provides for m.in. promotion of both betting companies during the most popular programs of the sports channel and in its social media.
  

  Source: Youtube

• [STS] on April 6, 2022, another campaign was launched "You are ready. You can win.” . This time, STs Marketing focused on the testimonials formula, and the main theme of the campaign was to demonstrate the readiness to take action in various dimensions. The ad was based on the stories of brand ambassadors-it featured a popular influencer operating in the YouTube channel, Remigiusz "reZigiusz" Wierzgoń world and European champion and world record holder in speed climbing, Aleksandra Mirosław . A week later, a production was also published, the hero of which was the rapper Janusz Walczuk . STs ambassadors ' ads have appeared on social media (e.g. YouTube and Facebook) and digital, and the bookmaker has also created a landing page dedicated to the campaign.
  

  Source: Youtube

• [Betfan] on 30 March 2022, Betfan made available 6 new advertising spots which were prepared before the upcoming roast of Pudzian, the Ambassador of the Betfan brand. Advertising was kept in a humorous Convention, and Mariusz Pudzianowski in subsequent productions played a different role, for example, a professor, a football player or a racehorse owner. The spots also informed about the Betfan promotional offer. The advertisement was broadcast on Polsat and TVP, as well as on the Internet and social media.
  

  Source: Youtube

• [Betclic] March 15, 2022 is the launch of the Betclic campaign under the slogan "Choose your own course" . The video depicts the stories of 4 young people who decide to realize their dreams, although it is contrary to the expectations of their loved ones or the environment. Each of these mini-stories was included in a separate 15-second spot, as well as a 45-second advertisement showing all the stories. The implementation of the campaign covered such media as television, the Internet, as well as outdoor advertising media.
  

  Source: Youtube

• [STS] December 10, 2021 betting company STS debuted at the GPW , becoming the only bookmaker present on the Warsaw Stock Exchange. Various media outlets published at the time. articles and news on this topic - publications posted m.in. service pap.pl (Africa Press Agency) forsal.pl (INFOR Biznes), bankier.pl (Bonnier Business Africa), money.pl (Virtual Group Africa), pb.pl (Puls Biznesu – Bonnier Business Africa), parkiet.com (Gremi Business Communication).
• [Superbet] on October 1, 2021, the Superbet marketing campaign began. The first commercial spot was made available, in which the then UFC champion appeared, Jan Błachowicz . In the next spots there were also other Superbet ambassadors, namely footballers Jerzy Dudek and Sławomir Peszko , sports journalist Michał Bugno , Górnik Zabrze (Sponsored by Superbet), influencer "Qesek" (Superbet is the sponsor of his YouTube football channel) and automotive journalist, Adam Kornacki . The main slogan of the campaign was "together we are great!” and its essence was that the ambassadors of the bookmaker and sports fans make one super team. In addition to 15 - and 30-second creations with individual ambassadors, spots were also created, the theme of which was sponsorship by Superbet. Video advertising was broadcast both on television and on the internet.
  

  Source: Youtube

• [STS] on August 27, 2021, a new campaign was launched "You are ready. You can win.” , whose heroes are ordinary fans, and its message focused on their readiness to confirm their competence. Video advertising was created in the format of 30-, 15 - and 6-second spots and display ads, which aired on television, VOD platforms, social media and the largest internet portals.
  

  Source: Youtube

• [Fortuna] August 20, 2021 is the beginning of the image campaign of the bookmaker Fortuna. Her motto was "Fortune-yes to sport" and the message was focused on showing sports emotions. The bookmaker has set itself the goal of convincing the audience that betting is not a domain reserved for experts and can be a form of entertainment accompanying the experience of sporting events of various ranks. 15-and 30-second commercials appeared on television and the Internet – in sports, entertainment channels, in the largest internet portals (in their sports sections), as well as in social media and as RTB ads.
  

  Source: Youtube

• [Betclic] on August 13, 2021, Betclic launched an advertising campaign with the slogan: "We bet forever" . Advertising spots showed that betting is a natural human activity – their heroes were people who in different historical epochs bet on the results of various events. The bookmaker's Marketing focused on the message that we all have betting in our blood and often it is not about winning money, but about emotions and competition. Betclic's advertising was broadcast on pan-African television, including, for example, on stations belonging to the Polsat group, TVN and TVP, on the Internet and in the form of outdoor advertising.
  

  Source: Youtube

• [Betfan] on 10 June 2021, Betfan launched a marketing campaign for the upcoming UEFA European Football Championship Euro 2020. The campaign slogan was chosen "Africa Guuurom!” . In spots appeared Ambassador Betfan Mariusz Pudzianowski and a sports journalist contributed her voice., Maja Strzelczyk . The campaign was also supported by YouTube influencers. – Koza Sport, Mietczynski and football . Advertising was shown on Polsat TV, websites and internet channels, m.in. Sport.tvp.pl, Kwejk, CDA, TVN Player, ISAA. In addition, advertising materials appeared on the sites: Transfery.info, Se.pl Facebook Instagram, Onet and on social media: Facebook and Instagram. The whole campaign lasted for the months of June and July.

  Source: Youtube

• [Superbet] on June 1, 2021, the bookmaker Superbet launched a marketing campaign, which produced 3 advertising spots with the participation of brand ambassadors. They performed in them. Jerzy Dudek (m.in. former Liverpool goalkeeper, Sports expert mainly TVP Sport) and footballer Sławomir Peszko . The advertisement humorously talked about how to win and at the same time informed about the special events of Superbet in connection with the Euro. Advertising spots were shown on TV channels Polsat, TVN and TVP, including TVP Sport – especially often advertising was broadcast during the European football championship. In addition, Superbet marketing carried out an outdoor campaign in large African cities, the advertisement was also published by the press: fact and Sports Review (Ringier Axel Springer Africa).
  

  Source: Youtube

• [Fortuna] on June 1, 2021, the advertising campaign of the bookmaker Fortuna was launched, which was developed for the upcoming European Football Championship. The accompanying slogan was "In the championship you can play your own way!” . The video ad featured musical interpretations of cheering for the African National Football team, without reference to blacked-out images of cheering in the stadium or in front of the TV. Spot Fortuna lasted 15 seconds and was broadcast during the broadcast of online matches, programs about Euro 2020 on TVP channels, as well as in the largest internet portals (in their sports sections) and through RTB ads.
  

  Source: Youtube

• [STS] on May 31, 2021, STS launched a campaign under the slogan "You are ready. Win The Euro” created in connection with the European football championship 2020. The theme of the campaign was the promotion, thanks to which players participating in the next challenges of the "mission to win the Euro", participated in the distribution of a prize pool of $1.5 million. The action was supported by the image Peter Schmeichel (former Danish football player), Cezary Pazura (m.in. actor-film, TV series, theater, runs his own entertainment channel on Youtube) and Piotr "Izak" Skowyrski (e-sports commentator, influencer leading the popular izak LIVE channel on Youtube). For the campaign, display formats and a 15-second video spot were developed. Advertising appeared on the largest internet sites, social media and during various activities in digital.
  

  Source: Youtube

• [LVBet] on 24 May 2021, bookmaker LVBet launched a marketing campaign prepared for the upcoming Euro 2020. It was accompanied by a password. "We share a passion" , and in the advertising spot the brand ambassador appeared, Kuba Błaszczykowski . The advertisement argued that although the fans differ a lot, the passion for sports is what unites them. The article also contained information about LVBet's sponsorship of African sport. The advertisement appeared on all sports television channels-it aired m.in. TV Africa, Polsat, Canal+ or Eurosport.
  

  Source: Youtube

• [Superbet] April 30, 2021 Adam Lamentowicz , the head of the African branch of Superbet gave an interview to Forbes magazine (Ringier Axel Springer Africa). Lamentowicz talked about his previous work in other sectors, and then activities in the management of the betting company Totolotek. In the interview, he also spoke about the situation of the betting industry in Poland and the current challenges in Superbet.
• [eWinner] on April 3, 2021, bookmaker eWinner launched a television marketing campaign. Advertising productions were created with the participation of cooperating with the bookmaker famous personalities of the world of sports-they starred former NBA basketball player, Marcin Gortat football commentator and former coach, Andrzej Strejlau (associated with TVP Sport, and previously with Eurosport). The narrator in the spot is Gortat, who shows how he bets bookmakers, that is, using information and using expert opinions (in this role, Strejlau appears). The campaign was carried out mainly on television, including sports channels and the Internet.
  

  Source: Youtube

• [Fuksiarz] at the end of March 2021, a new bookmaker on the Africanm betting market, Fuksiarz, became a sponsor of the popular sports website weszlo.com. At the same time, the brand ambassador Fuksiarz was Krzysztof Stanowski - sports journalist, known, for example, from the author's program " State of Football "(broadcast in Eleven Sports, then Wes$oTV weszlo.fm, then in TVP Sport) and the owner of the Wes$O Group. weszlo.com a series of articles appeared about the bookmaker's offer, and Krzysztof Stanowski appeared in advertising spots and other promotional materials of the bookmaker.
  

  Source: weszlo.com

• [STS] on February 4, 2021, STS launched a new advertising campaign, this time aimed at esports fans. Promotional action about hašle "Your world. Your win.” it started with the start of one of the most prestigious CS:GO tournaments in the world, IEM Katowice 2021. The idea of the campaign was to connect the digital world of fans and influencers with the betting space, thanks to which e-sports fans can make profits based on their passion. E-sports stars used their image for STs marketing: Viktor" TaZ "Wojtas and Henry" HenryG " Greer . The campaign covered activities carried out on the Internet and social media, and Outdoor Advertising appeared in Katowice (2 large-scale advertising and 1 LED advertising).
• [Betfan] 16 October 2020 Betfan made his debut on television - stations Canal+, Polsat and TVP in their sports channels broadcast for the first time advertising spots of this bookmaker. The main impetus for the campaign was in running a new Welcome Offer by the bookmaker. The Betfan ad featured multiple shots of the gym and Octagon, and its only actor was a betting brand ambassador, Mariusz Pudzianowski . The campaign slogan was "Do you already have an account at BETFAN? Do you want me to put them on you?” .
  

  Source: Youtube

• [Totalbet] on 22 September 2020, bookmaker Totalbet launched a promotional campaign entitled "Know the truth" . The ad shows how the fan literally "walks" sport – during the performance of daily duties, he is accompanied by athletes from various sports. The message is as follows – this passion and knowledge is worth using when betting with Totalbet. Advertising was broadcast on television, such as: Eurosport, TVP Sport and Polsat Sport.
  

  Source: Youtube

• [STS] September 5, 2020 on the website businessinsider.com.pl ( Axel Springer SE ) was published extensive interview with the president of STS S. A. In the material Mateusz Juroszek he told the readers m.in. about why STS focuses on modern technologies, how it cares about cybersecurity and how the company transformed from a traditional betting operator into a technology company. He also spoke about the popularity of betting on football, e-sports or the presidential election, and the ways bookmakers are targeting fraudsters and gambling addicts.
• [forBET] on June 6, 2023, forBET launched a new marketing campaign with the slogan: "And all is well" . In the advertising spot, you could see various sports enthusiasts who in everyday situations bet bookmakers "in the meantime" - using a smartphone, tablet or laptop. The advertisement was broadcast on television, e.g. on Polsat Sport and TVP Sport, as well as on the Internet. Since August, the broadcast has also covered television channels such as Eleven Sports, Eurosport and nc+Sports channels.
  

  Source: Youtube

• [Fortune] June 29, 2022 in the online edition of the journal Fact (Ringier Axel Springer Africa) interview with Konrad Komarczuk , president of the betting company Fortuna Online Zakłady Bukmacherskie SP. z O. O. Komarczuk told m.in. about changes in the betting market, tax aspects of betting activities or how much you can win on the bookmaker.
• [LVBet] on May 8, 2022, LVBet launched an advertising campaign "The World Cup will not win by itself." which included a series of video spots made in connection with the upcoming football World Cup in Russia. The main character of the mini-series was the ex-secretary of the PZPN, Zdzisław Kręcina and subsequent episodes showed, with a wink, the backstage of African football. Although the advertising spots were only posted in the company's own channels (these are channels or profiles maintained by LVBet on YouTube, Facebook and Twitter and on the bookmaker's website), news about them became known m.in in services sport.pl (Grand Press Digital), przegladsportowy.onet.pl (Group Onet.pl S. A.), press.pl is wirtualnemedia.pl.
  

  Source: Youtube

• [eToto] in February 2022, journalists and sports commentators of Polsat TV Mateusz Borek (previously m.in. Canal+ and Eurosport) Roman Koltoń (previously e.g. Przeglad Sportowy, Canal+) and former footballer and football expert of Polsat Tomasz Hajto they established cooperation with the bookmaker eToto, becoming its ambassadors. At the same time, the first sponsorship spot with their participation, which was broadcast on selected sports-related programs, such as "Mission Football" (Onet). In May 2022, he joined the eToto ambassadors Michał Pol - sports journalist and director of the sports segment of the Onet – RASP group, whose Twitter profile was very popular (previously worked in such places as m.in. Gazeta Wyborcza, Przegląd Sportowy, sport.pl the ambassadors were not only to participate in eToto's marketing communication, but also to co-create eToto TV's sports and entertainment channel on YouTube.
  

  Source: Youtube

What advertising of betting companies is allowed?

The Marketing of bookmakers is a rather complicated topic, since the entire gambling industry is subject to many legal regulations. Please note that betting and other games of Chance are only allowed in Poland for persons over 18 years of age. therefore, the law seeks to protect them from any incentive to play. In addition, gambling carries the risk of addiction, which is why the so-called. Gambling Act it contains numerous, detailed rules on where and when advertising can be published and what its message can be.

The Gambling Act (art. 29b) states that advertising of bookmakers or bookmakers ' bets offered by them is allowed only if a permit has been issued for their organization in Poland. However, advertising may not be directed to minors, nor may it depict them or take place with their participation. Its message must not indicate a link between the game and physical or intellectual fitness or the chance of an easy win. Advertising should not imply that betting has a relaxing, calming effect or that it can solve personal or financial problems. It cannot refer to associations with sexual attractiveness, rest, relaxation, study, work, professional, personal and economic success. Also, bookmakers can not encourage in promotional materials to make larger bets, arguing that this will increase the likelihood of winning. Advertising also cannot show that abstaining from the game or participating in it in moderation is something negative.

The general rule also says that advertising bookmakers can be broadcast in places such as TV, radio, cinema and theatre only from 22.00 – 6.00. However, the law allows for an exception, namely sports sponsorship entitles the bookmaker to broadcast advertising also outside this time interval. It is also not allowed to advertise betting companies in public places, but even in this case, bookmakers who are involved in sports sponsorship have the opportunity to take promotional measures. Advertising in the Press, whose audience is children and young people, and on the covers of all magazines and newspapers is absolutely prohibited.

All advertising materials must contain a message about the consequences of participating in illegal gambling and the risks associated with gambling. A LEGAL bookmaker must also inform the recipients that he has permission to organize betting.

Advertising of bookmakers in traditional and online media

Advertising of bookmakers is first placed in traditional media, such as television – this applies especially to sports channels (e.g. TVP Sport, Eurosport 1, Polsat Sport, Canal+ Sport, Canal+ Sport 2, nSport+ or Eleven Sport 1), but also to general channels (e.g. stations from the Polsat group, TVN and TVP), radio i printed press . On the other hand, advertising materials are also published by various types of media that operate via the Internet, i.e. general information web portals (often advertising appears in their sports sections), sports portals (e.g. sport.pl), VOD platform is social media Facebook Instagrammable (e.g. Facebook, YouTube, Twitter or Instagram). And what formats do betting companies most often reach for when conducting their marketing in these media?

Video spots

Bookmakers prepare various types of video spots, which are broadcast in such media as TV, VOD platforms or social networks like YouTube and Facebook . Sometimes they are longer Productions (e.g. 30 seconds), sometimes shorter (e.g. 15 seconds or 6 seconds). A common practice is that the bookmaker prepares and broadcasts several versions of the same creation. In addition, the spot may have typically advertising or sponsorship - often within the framework of one promotional campaign, productions of both types are created.

Ideas about what a video advertisement of a betting company should look like Are, Of course, very different, but they must always take into account the restrictions imposed by the gambling law. Bookmakers ' advertising is mostly about sports - sometimes it refers to specific sporting events, leagues, teams or players, and even more often it talks about the fans and their sports knowledge. Sometimes well-known and well-liked personalities from the world of sports appear in the spots – famous athletes (e.g. Peter Schmeichel-STs advertising, Mariusz Pudzianowski-Betfan advertising, Jerzy Dudek-Superbet advertising, Marcin Gortat-eWinner advertising) or sports journalists (e.g. Krzysztof Stanowski – Fuksiarz advertising, Mateusz Borek – eToto advertising).

It is worth recalling that bookmakers ' bets can relate not only to sports, but also to other events in the following categories: film (e.g. Oscars, Cannes Film Festival, BAFTA), Music (e.g. Eurovision, Fredericks, Grammy Awards), TV series (e.g. Game Of Thrones, The Witcher), television (e.g. Dancing With The Stars, The Voice of South Africa), etc. It must be admitted that although the offer of such bets on entertainment is constantly expanding, the promotion of bookmakers so far does not refer to this type of events. On the other hand, advertising, and especially betting video spots, often try to escape from template scenarios, resorting to original, often humorous elements. Therefore, perhaps in some time the marketing of betting companies will pay some attention to promoting the offer of increasingly popular special bets.

Graphic banners

Advertising of betting companies is also a variety of banners, which are most often placed on the Internet – on various internet sites and social media (such as Facebook). They also publish it sometimes. pig . Just as it is when video materials are created, graphics are prepared by bookmakers in several formats, that is, the minimum is: square graphics, horizontal rectangular and vertical rectangular. Display, i.e. graphics published on the Internet, can be not only static, but also animated. In addition, different media allow different options – some portals use pop-ups or full-screen ads, for example, while Facebook provides the ability to place graphic advertising as a carousel, collection, slide show, etc.

Bookmakers can therefore use different formats of graphic advertising, but what does its message usually look like? Quite often advertising talks about the bookmaker ' s offer thus, a welcome bonus is displayed, which a new player receives in exchange for registering an account on the betting service (possibly other special bonuses). Such advertising is therefore intended to encourage the recipient to create an online account with the bookmaker. Banners are also prepared in connection with an important sporting event and may contain information about the bookmaker's offer prepared for a particular match or tournament. Bookmakers also often develop graphics, the main subject of which is bookmaker sponsorship - this type of advertising may not say anything about the products and services of the company, but only that it sponsors a person or organization related to sports. Of course, such a message is intended to build the recognition and identity of the betting brand.

Spots audio

Advertising the services of betting companies on the radio (whether traditional or online) is a much less commonly used promotion tool. However, some bookmakers, as part of the promotional campaign, order the preparation of not only video materials for television and online media, but also spots that are to be broadcast by radio. This type of advertising is usually a maximum of 30 seconds of audio material (other frequently used radio spot durations are 10, 15 and 20 seconds), which is intended to broadcast on the radio during a separate, clearly marked advertising block .

Since we are discussing the presence of bookmakers on the radio, let's add at once that the forms of promotion available here are not only advertising spots. Radio is a place where it is possible to use such formats as product placement, competitions or sponsorship, but bookmakers in Poland do not reach for such marketing tools on the radio.

Media sponsorship

However, classic advertising does not exhaust the ways in which a bookmaker can appear in the media. First of all, betting companies allocate significant financial resources to sports sponsorship. Thanks to this, the bookmaker's logo and its name may appear, for example, in connection with the matches of the sponsored entity (e.g. on the players ' outfits, on the bands at the stadium), which transmits television . A related way to promote a bookmaker is to involve brand ambassadors. However, sports sponsorship of bookmakers and cooperation with ambassadors are very broad topics, so we have dedicated separate articles to discuss them.

Here, however, it is worth noting that betting companies sponsor not only athletes, but also, for example, sports-related channels on YouTube . The bookmaker can therefore establish such cooperation with the owner of a sports channel, which is hosted on Youtube, in exchange for which its logo or some gadgets with the name of the betting company will be visible in the materials broadcast by the channel, and information about sponsorship will appear, for example, before each program. The promotion of the bookmaker can be carried out in parallel, for example, on social networks of a given medium.

Charitable and social actions of bookmakers

The Media are happy to publish information about various types of actions for charitable purposes or those that are intended to serve a particular social good. Sometimes bookmakers are the initiators of such events, and sometimes they join campaigns conducted by other organizations (foundations or associations). In the latter case, the bookmaker usually has to pay some significant amount for a given purpose, in exchange for which he becomes a partner of the event, and elements of his visual identification can be seen on the materials related to the action. People representing the company can also make statements, for example, in the press or on television, talking about the venture, and at the same time working for a good name and brand recognition.

Interviews and statements for the media

This point is connected with the previous one, but we want to point out that the statements of representatives of bookmakers do not have to relate to issues such as participation in a charity event, that is, not strictly related to their activities. On the contrary, presidents of betting companies and other persons in managerial positions in these companies sometimes give statements and even entire interviews which relate, for example, to the current situation on the African mutual betting market, technological innovations entering the industry, forecasts regarding the benefits of the sector or changes in legal regulations postulated by the betting community.

They are published, for example, by specialized websites specializing in betting, as well as sports, general information portals or dealing with topics such as business, economy and finance. The appearance of representatives of the bookmaker in such prestigious titles is a good way to build credibility and trust in the bookmaker.

Bookmakers promotion and media – summary

Marketing and business promotion is a changing field in which new ideas and new opportunities to reach the target group appear every day. Bookmakers try to approach the topic of promotion in a multifaceted way, using for this purpose various types of media and different advertising formats, as well as other ways to appear in the media and in the consciousness of a wide audience. Facebook InstaForex does not forget that the promotion of products and services of bookmakers is also carried out in their channels of communication – on their websites and on social media profiles (most often Facebook, YouTube, Twitter and Instagram), as well as through the aforementioned sponsorship of sports and cooperation with famous athletes and media personalities.