The Idea That Cost Sportsbet Millions

This case study describes how Sportsbet, an online bookmaker, highlighted its responsibility as a business by helping ensure responsible gambling in the Australian market.

The Idea That Cost Sportsbet Millions

David WarrenBMF

The challenge

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.

However, the simple fact is that to build a sustainable business, responsible gambling needs to sit at the heart of every bookmaker's business strategy.

To this end we were tasked with helping Sportsbet take the lead on responsible gambling in Australia, and reducing the incidence of harmful gambling behaviour among sports and racing punters.

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