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Gambling industry
How they trick you

The True Story

No independent affiliate sites
Gambling commercials
Trends in the gambling industry

All slot machines, blackjack tables, online casinos, and sportsbooks are created to make money.
Las Vegas and all gambling companies on the stock market are proof of the enormous sums of money they make. On the Stockholm stock exchange alone there are 8 companies, each worth more than $200M.

All slot machines, blackjack tables, online casinos, and sportsbooks are created to make money.

Las Vegas and all gambling companies on the stock market are proofs of the enormous sums of money they make. On the Stockholm stock exchange alone there are 8 companies, each worth more than $200M.

These companies want to make money, and it’s your money they want. So how do they do it?

For an online casino, there are 2 ways to get new customers.

These companies want to make money, and it’s your money they want. So how do they do it?

For an online casino, there are 2 ways to get new customers.

The customer visits the casino site directly.

The customer goes via a comparison site, a so-called affiliate site.

The customer visits the casino site directly.

The customer goes via a comparison site, a so-called affiliate site.

If the casino makes a lot of commercials, more customers will go directly to the casino site. If not, the casino gets most of its customers from affiliate sites. On average, about 50% of the customers come from affiliate sites.

If the casino makes a lot of commercials, more customers will go directly to the casino site. If not, the casino gets most of its customers from affiliate sites.

On average, about 50% of the customers come from affiliate sites.

AFFILIATE SITES

Everything an affiliate site does is to get you to click through their links to the casino. That’s the way they make money. Even if the rules on some market toughened a bit, there are few clear rules for affiliate sites.

All top lists you see on an affiliate site are bought. Either the casino pays a fixed fee to get “top-ranked,” or the affiliate site has the best margins on that particular casino. There are no independent affiliate sites!

An affiliate site works the same way as any car dealer. They want to sell, and they do whatever it takes to do it! They till top rank the casino they make the most money on… Not the one that fits the customer best.

There are millions of affiliate sites that focus on online casinos. Most spam emails with gambling-related content are from affiliates — the same with SMS commercial.

Be very cautious with those messages! They are often skilfully made to tempt you with a free offer or a super bonus.
The time when “newsletters” meant news are long gone!
Today, all they do is to lure you into signing up on a casino.

To think about:

Any comparison site is created to sell in casinos. They don’t make any money by focusing on their weaknesses. Be extra careful with over-optimistic reviews that use a lot of superlatives.

AFFILIATE SITES

Everything an affiliate site does is to get you to click through their links to the casino. That’s the way they make money. Even if the rules on some market toughened a bit, there are few clear rules for affiliate sites.

All top lists you see on an affiliate site are bought. Either the casino pays a fixed fee to get “top-ranked,” or the affiliate site has the best margins on that particular casino. There are no independent affiliate sites!

An affiliate site works the same way as any car dealer. They want to sell, and they do whatever it takes to do it! They till top rank the casino they make the most money on… Not the one that fits the customer best.

There are millions of affiliate sites that focus on online casinos. Most spam emails with gambling-related content are from affiliates — the same with SMS commercial.

Be very cautious with those messages! They are often skilfully made to tempt you with a free offer or a super bonus.
The time when “newsletters” meant news are long gone!
Today, all they do is to lure you into signing up on a casino.

To think about:

Any comparison site is created to sell in casinos. They don’t make any money by focusing on their weaknesses. Be extra careful with over-optimistic reviews that use a lot of superlatives.

Our tips:

As a first step to quit gambling, you should minimize your exposure to gambling commercials. How?

Switch email address. It’s sad, but essential to get rid of the spam.

Switch your mobile number. Complicated, but we promise it’s so worth it!

Stop watching TV channels filled with gambling commercials. Use there commercial-free streaming services instead.

Our tips:

As a first step to quit gambling, you should minimize your exposure to gambling commercials. How?

Switch email address. It’s sad, but essential to get rid of the spam.

Switch your mobile number. Complicated, but we promise it’s so worth it!

Stop watching TV channels filled with gambling commercials. Use there commercial-free streaming services instead.

NEED HELP TO QUIT?

GAMBLING COMMERCIAL

 

Don’t let the appearance deceive you. Remember the casino wants to make money. Bonuses are still for most casinos the best way to compete with other casinos. Free spins, monster bonuses, and free offers, etc. Don’t let them tempt you! The bonuses are the casinos’ ultimate tool to tie you to them.

All casinos want you to register with them. When you’ve done that the offers will start pouring in. A free offer is never free; the price is your mobile number and email address.

Let’s scrutinize bonuses further. For the casino the bonus has two objectives:

Attract you to the site, or get you to deposit more money

Keep you on the site. Most bonuses come with a wagering requirement.

Bonuses always sound good. “Right now you get a 300% bonus plus a pizza. Deposit $10 and get $40 to gamble with.” They trig us to think… I only need to deposit $10, and I get so much for free… The wagering requirement is set so you have to play on the site for a long time before you can withdraw your money… if you haven’t lost them already.

The casino doesn’t make any money with the pizza offer. BUT, believe us, they have done their homework. They know that they will attract X number of players, and Y will make a 2nd and 3rd deposit.

The initial offer is created to get you through the door. After that, the CRM team, customer relationship management takes over.

To affiliates, the casinos market themselves by the best CRM teams. But what does a CRM team do?

The CRM team’s main task is to get you to play as much and for as long as possible. It’s the CRM team that:

GAMBLING COMMERCIAL

 

Don’t let the appearance deceive you. Remember the casino wants to make money. Bonuses are still for most casinos the best way to compete with other casinos. Free spins, monster bonuses, and free offers, etc. Don’t let them tempt you! The bonuses are the casinos’ ultimate tool to tie you to them.

All casinos want you to register with them. When you’ve done that the offers will start pouring in. A free offer is never free; the price is your mobile number and email address.

Let’s scrutinize bonuses further. For the casino the bonus has two objectives:

Attract you to the site, or get you to deposit more money

Keep you on the site. Most bonuses come with a wagering requirement.

Bonuses always sound good. “Right now you get a 300% bonus plus a pizza. Deposit $10 and get $40 to gamble with.” They trig us to think… I only need to deposit $10, and I get so much for free… The wagering requirement is set so you have to play on the site for a long time before you can withdraw your money… if you haven’t lost them already.

The casino doesn’t make any money with the pizza offer. BUT, believe aus, they have done their homework. They know that they will attract X number of players, and Y will make a 2nd and 3rd deposit.

The initial offer is created to get you through the door. After that, the CRM team, customer relationship management takes over.

To affiliates, the casinos market themselves by the best CRM teams. But what does a CRM team do?

The CRM team’s main task is to get you to play as much and for as long as possible. It’s the CRM team that:

SEND EMAILS

SEND SMS

SOME TIME CALL YOU ON THE PHONE

It’s the CRM team that creates new bonus offers and bring you gifts. When a casino says they have the best CRM team, in practice, that means they do the most to get the customers to stay.

Extra:

Most affiliates work with new customers. They get paid for the customers they send to the casino. There are some similar services where the casino asks a third part to reactivate old customers. It means that the CRM team hires specialists to call you to get you to start playing again.

In the Podcast, the Success Pod a former player Lukas Better (fictive name) talks about his addiction. Lukas describes how his VIP contact person encouraged him to play all the time.

Among things, he says the casino knew everything about him. They had mapped out things about his family, job, and finances.

In one year, Lukas lost $1.5M, and nobody tried to stop him.
On the contrary, the casino made everything to help him keep a proper facade towards the people around him.

In the Podcast, the Success Pod a former player Lukas Better (fictive name) talks about his addiction. Lukas describes how his VIP contact person encouraged him to play all the time.

Among things, he says the casino knew everything about him. They had mapped out things about his family, job, and finances.

In one year, Lukas lost $1.5M, and nobody tried to stop him.
On the contrary, the casino made everything to help him keep a proper facade towards the people around him.

Here are some things he got:

Luxury trip for the family to Malta

Flight to Madrid for El Clássico (Real Madrid – Barcelona)

Trip to the Football World Cup in Russia

$4000 in cash because he had had a bad day

$2000 in cash so he could buy some things in a local electronics store

iPhone X, just because he didn’t play one day. (They called him to check why he didn’t play.)

The gifts sound valuable but compared to $1.5M; it’s just pennies. The casinos would never give away anything without reason. In Lukas’s case, they tried to distract him so he would not think about his losses. They wanted him to feel successful.

Some affiliate managers we’ve talked to say that 85-95% of the casino revenue comes from VIP players.
How many of these do you think have gambling problems?

Here are some things he got:

Luxury trip for the family to Malta

Flight to Madrid for El Clássico (Real Madrid – Barcelona)

Trip to the Football World Cup in Russia

$4000 in cash because he had had a bad day

$2000 in cash so he could buy some things in a local electronics store

iPhone X, just because he didn’t play one day. (They called him to check why he didn’t play.)

The gifts sound valuable but compared to $1.5M; it’s just pennies. The casinos would never give away anything without reason. In Lukas’s case, they tried to distract him so he would not think about his losses. They wanted him to feel successful.

Some affiliate managers we’ve talked to say that 85-95% of the casino revenue comes from VIP players.
How many of these do you think have gambling problems?

GAMBLING INDUSTRY

 

In 2018 the no accounts casino hit the market in some countries. They are also called pay and play casinos. To play, you just need to add money.
Identification is made via the bank or payment method. When you’re done, you can withdraw your money right away.

The threshold to gamble becomes even lower. Of course, the casinos know this. It takes only a minute to start. On these casinos, the bonuses and wagering requirements are gone. That’s at least an advantage for the customers.

Recommendation:

We don’t know exactly where the markets are going. More countries are regulating their markets. In 2020 we are convinced the casino will find ways around the regulations. Some things that might happen are:

GAMBLING INDUSTRY

 

In 2018 the no accounts casino hit the market in some countries. They are also called pay and play casinos. To play, you just need to add money.
Identification is made via the bank or payment method. When you’re done, you can withdraw your money right away.

The threshold to gamble becomes even lower. Of course, the casinos know this. It takes only a minute to start. On these casinos, the bonuses and wagering requirements are gone. That’s at least an advantage for the customers.

Recommendation:

We don’t know exactly where the markets are going. More countries are regulating their markets. In 2020 we are convinced the casino will find ways around the regulations. Some things that might happen are:

The internal shops will become more important. Instead of a bonus, you get points to buy stuff in the shop with.

Different competitions. As a customer on the site, you can join free competitions with fine prices.

During the peak of online poker, the players were granted “rake back”. It meant that they received back a portion of the money they had paid in rake.

Even if the markets are regulating, there will always be casinos which don’t follow the rules. Sweden controlled its market in 2019. So far, there are about 400 casinos with a license. However, you can still access more than 10 000 casinos without a license in Sweden.

The regulation made it illegal to send text messages and emails without the consent of the customer.
The foreign casinos without the license can still do whatever they want, though.

The internal shops will become more important. Instead of a bonus, you get points to buy stuff in the shop with.

Different competitions. As a customer on the site, you can join free competitions with fine prices.

During the peak of online poker, the players were granted “rake back”. It meant that they received back a portion of the money they had paid in rake.

Even if the markets are regulating, there will always be casinos which don’t follow the rules. Sweden controlled its market in 2019. So far, there are about 400 casinos with a license. However, you can still access more than 10 000 casinos without a license in Sweden.

The regulation made it illegal to send text messages and emails without the consent of the customer.
The foreign casinos without the license can still do whatever they want, though.