Sportsbet: The Idea that cost Sportsbet Millions

This case study describes how Sportsbet, the Australian online betting shop, took the lead on responsible gambling.

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...

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