Survey reveals increased exposure to casino game ads
According to a survey conducted by the Netherlands Online Gambling Association (NOGA), over the past 12 months, Dutch consumers have reported a sharp increase in the number of advertisements for online casino games. Conducted by Ipsos, the study was conducted among a representative group of adults aged 18 to 34. What conclusions can we draw from this?
Netherlands: adults increasingly exposed to casino gambling ads
The second annual NOGA online gambling barometer revealed that Dutch adults saw more iGaming ads in 2022 than in previous years.
In the young adult category (18-24 years old), it is mainly on the Internet and social media that casino game ads were seen most often. For adults aged 25-34, the television was the primary medium of exposure. Overall, 23% of young adults reported seeing iGaming ads “very often” in 2022, compared to 25% of slightly older adults.
The NOGA survey also found that not all respondents are enthusiastic about online gambling ads. For example, most respondents would like to see advertisements only after 9 p.m. and to minimize the targeting of young people and vulnerable groups. Only 22% of respondents said they don’t mind receiving, or seeing, online gambling ads.
Only 2% of Dutch adults gamble daily, down from 9% in 2021
Earlier this month, Dutch Minister of Legal Protection Franc Weerwind announced that the gambling market regulator, Kansspelautoriteit (KSA), had launched an investigation into how operators advertise to the specific segment of gamblers aged 18 to 24.
According to the latter, the number of gamblers in 2022 remained stable compared to the previous year and continues to be composed mainly of men and people with a high level of education. The survey’s finding also indicates that 12% of all adults have gambled online at least once in the past 12 months, compared to 11% in 2021. On the other hand, only 2% of Dutch adults gambled daily in 2022, compared to 9% in 2021.
Furthermore, the survey shows that despite the government’s desire to bring a legal framework to the Dutch online casino market, the vast majority of players (approximately 70%) do not know how to recognize a licensed operator from an illegal one.