Online gaming and gambling are heavily marketed in South Africa, just like many other industries. Companies that operate online casinos, betting platforms, and interactive gambling games are businesses with a primary goal of making a profit for their owners and shareholders. To achieve this, they aim to attract as many players as possible, encourage them to play more often, bet higher amounts, and continue playing for as long as possible.
Naturally, their advertisements highlight the positive side of gaming—big wins, excitement, social status, and success. What they don’t emphasize are the potential risks and consequences that come with excessive gambling. However, just as with any other advertised product, it is up to the consumer to make informed choices. Understanding how gambling marketing works helps players make decisions that align with their financial and emotional well-being.
The Business of Gaming: Why Ads Focus on Winning
1. Profitability and the Role of Advertising
Online gaming and gambling companies, like any other business, rely on effective marketing to maximize revenue. Their ads are designed to make gaming seem fun, exciting, and rewarding. Because people are naturally drawn to success and positive outcomes, gambling advertisements emphasize:
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Winning moments
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Big payouts
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Players celebrating and smiling
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Luxury items and social recognition
However, this approach is not unique to gambling. The soft drink industry promotes sugary drinks with refreshing, joyful imagery, but rarely discusses the risks of obesity and diabetes. Social media platforms highlight easy connectivity and engagement but don’t address the link between overuse and teenage depression. In the same way, gambling businesses focus on the excitement, while it is up to individuals to understand the full picture and play responsibly.
2. Encouraging Longer Play and Higher Bets
It is in the gaming companies’ interest for players to:
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Play more often
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Bet higher amounts
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Continue playing for as long as possible
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Influence others to play
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Keep coming back
Marketing strategies are tailored to keep players engaged and entertained, ensuring that gaming remains part of their routine. However, responsible gaming operators recognize that problem gambling is bad for business. When players experience severe financial or emotional distress, it can damage the industry’s reputation and lead to stricter regulations.
3. Exploiting the Sports Betting Advertising Loophole
In South Africa, sports betting is legally allowed to be advertised, whereas many other forms of gambling face stricter advertising regulations. Gambling operators have designed many online games to fall under the legal definition of sports betting, allowing them to be aggressively marketed to the public. Some betting platforms introduce gamified betting experiences that look and feel like traditional gambling but are classified as sports betting to sidestep restrictions. This loophole enables online gaming companies to advertise extensively on TV, social media, and sports broadcasts, reaching a broad audience, including vulnerable players.
Read next: Why You Feel Hooked on Aviator and Other Online Games
Understanding South African Consumer Protection Laws in Online Gaming
South Africa has consumer protection laws designed to ensure fair advertising and responsible gaming. The National Gambling Act and Consumer Protection Act set guidelines on how gaming businesses should operate, including:
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Advertising standards to prevent misleading claims.
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Responsible gambling measures, such as self-exclusion options and awareness campaigns.
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Protections for vulnerable players, including minors and individuals with gambling addictions.
However, online gambling exists in a grey area when it comes to enforceability. Many platforms operate from offshore jurisdictions, making it harder to regulate their advertising and responsible gambling practices. This makes self-awareness and informed decision-making even more crucial for players in South Africa.
The Role of Gaming Operators in Responsible Gambling
1. Maintaining Reputation and Supporting Responsible Play
No gaming company benefits from driving players into financial ruin or contributing to mental health crises. Reputable gaming houses are motivated to promote responsible gaming to:
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Avoid negative publicity and legal challenges
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Retain long-term customers instead of losing them to addiction
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Show commitment to ethical business practices
2. Choosing Licensed and Ethical Gaming Providers
Players have the power to choose where they gamble. It is crucial to select licensed and ethical gaming providers that:
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Have clear responsible gaming policies
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Offer self-exclusion tools and deposit limits
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Provide support and guidance for problem gamblers
Just as we are encouraged to read labels on food products, check for trusted certifications in financial services, or verify privacy policies before using social media, we should research gaming providers to ensure they operate ethically.
Read next: Why You Feel Hooked on Aviator and Other Online Games
Call for Your Reflection
Gambling is a business like any other—it markets its product to increase profits. While gaming companies focus on winning moments in their ads, it is up to us as consumers to understand the full picture.
If you are concerned about your gambling habits, consider taking a break, setting limits, or speaking to a professional gambling counselor. Subscribe to our newsletter, join our free webinars, or book a private session to learn how to gamble responsibly and maintain control.
