Sportsbet: The Idea that cost Sportsbet Millions
Executive Summary
Critics of the bookmaking industry claim that brands don't do enough to ensure responsible gambling, and that the 'gamble responsibly' message on advertising is insincere.
Sportsbet wanted to take the lead on the issue and find a way to encourage responsible gambling behaviour among its customers.
The solution was a world-first responsible gambling product that not only created a safer betting environment for Sportsbet customers, but also raised the bar for the industry.
With competitor brands copying our idea, we have achieved a significant reduction in harmful gambling behaviour among Australian...