Marketing stratgies are essential in a market environment such as online sports betting wherein product differentiation is minimal and price inelasticity robust (Hing, 2014). Business insiders widely accept that product innovation is instantly replicated across competitors, which are permanently seeking to generate, so far unfruitfully, a disruptive competitive edge. In a context where the number of licensed bookmakers is constantly growing, advertising plays a big part in luring customers who cannot tell the difference between companies. Advertising and marketing spend on sports betting has greatly increased over the last five years in Europe
Griffiths, M.D.; Estévez, A.; Guerrero-Solé, F.; Lopez-Gonzalez, H.. Sports betting marketing and advertising: a brief overview. Casino & Gaming International 2018; 33( ): 51-55.