Gamesys Reinstates Self-Imposed Ad Suspension

Online gambling operator Gamesys has reintroduced an advert suspension across its brands. Repeating measures taken when the UK first entered a lockdown in March last year.

Gambling operator Gamesys has reinstated a self-imposed block on untargeted marketing material as the UK returns to lockdown due to the Covid-19 pandemic. The group will not run commercials on TV or radio for its brands and will not use existing sponsorship deals to promote the Jackpotjoy, Virgin Games and Heart Bingo brands.

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Gamesys Suspends Untargeted Adverts © Pixabay.

The suspension is expected to last for as long as the government’s advice is to stay home.

The company’s decision to pause advertisement campaigns mirrors the action that Gamesys took in March when it became the first operator to cease marketing voluntarily. It was a stance endorsed by the Betting and Gaming Council (BGC) who advised its members to follow suit. The trade body later updated its guidance to members, advising operators to cease all untargeted commercials.

Gamesys have also announced that they would once again donate their advertisement slot during ITV’s Loose Women. Gamesys’ Jackpot Joy normally sponsors the popular TV programme but will instead be used by charity Women’s Aid who offer support services for domestic abuse victims.

Gamesys Group CEO Lee Fenton explained the reason why they had made the decision, stating: “As a socially responsible operator, Gamesys is committed to working with our partners, regulators and the wider industry to minimise exposing vulnerable groups to untargeted adverts.”

Adding:

Given the changing nature of media consumption during these unprecedented times, and as a precautionary step, we have decided to stop all TV and radio advertising in the UK until current social restrictions are eased. Lee Fenton, Gamesys Group CEO.

The company’s proactive attitude to social responsibility saw them earn praise from the panel that awarded the Gamesys Group the title of operator of the year at last year’s EGR Operator awards. The company also picked up two other awards, bingo operator and employer of the year accolades.

After winning the hat-trick of awards, Gamesys Group Chief Marketing Officer Richard Harris paid tribute to his employees’ agility, saying, “It was only in September 2019 that the Gamesys Group formed and during that time we have seen a lot of change for our teams, our people and we have delivered a great set of results as the new group, whilst delivering great new experiences for our players.”

The Gamesys Group have shown that an operator can introduce new responsible gambling measures designed to enhance consumer protection without impacting the firm’s bottom line.

Last week, the FTSE 250 operator released their full-year 2020 revenue numbers, which showed that the Gamesys Group is on course to reach the “upper-end” of market expectation forecasts.

City analyst company Numis believed the company’s revenue increase could be as much as 30% during Q4 and reiterated their advice to buy Gamesys stock. Numis analyst Richard Stuber said: “We therefore upgrade FY21 revenue by 5% and FY22 by 8% to reflect the new FY20 base and 10% growth forecast for FY21 and FY22 (from +7%).

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