habanero_2019_46.jpg
habanero_2019_46.jpg
habanero_2019_46.jpg
CLOSE
× Gambling News In-Depth iGaming Calendar Connections GI Friday Trafficology GI Magazine GGA 2019 AffiliateCon
NEWS 12 November 2018

Mr Green CEO exclusive: Industry “has itself to blame” for advertising woes

By Tim Poole

Mr Green Ltd CEO Jesper Kärrbrink believes the gambling industry needs to "keep the balance" with advertising – and only has itself to blame for current criticism.

Gambling advertising has received a wide array of opposition in recent months, with the Italian coalition government declaring a total ban (effective from 1 January 2019) and Australia prohibiting gambling adverts during live sport.

Politicians in both the UK and Spain have called for similar action and Kärrbrink feels operators cannot be surprised if people are "annoyed."

He told Gambling Insider in an exclusive interview: "The industry has itself to blame to some extent. We have been polluting TV channels with the same message all the time. Deposit here and get 500 free spins, etc. Finally, it will hit back.

"There are a lot of people annoyed with gambling advertising. Gaming is an entertainment product and a lot of people are consuming it and we have to make sure that we do what we can to keep the balance."

In keeping the balance, the Mr Green Ltd CEO acknowledges the industry needs to diversify from methods which can easily come across as "aggressive" and "greedy."

He explained: "There are few industries where people have so many views on these things.

"There are few other industries where people have so many opinions. I think we as an industry have a lot to blame ourselves for; being too aggressive and having a business model of buying new customers all the time. It’s not sustainable in the long term and we come across as greedy and loud.”

The full interview with Kärrbrink will appear in Gambling Insider’s Malta Focus magazine. Register here for free access.

RELATED TAGS: Online | Legal & Regulatory | Feature
DISCUSS THIS ARTICLE
2019_42_enteractive.gif
GI FRIDAY: WEEKLY NEWSLETTER
THE GI HUDDLE PODCAST
NEW! #006 - LISTEN NOW
Gaming Industry Conferences (22:37)
#005 - LISTEN NOW
The role of gambling media (27:11)
#004 - LISTEN NOW
What is the role of a Gambling regulator? (29:09)
#003
The Future of Gambling Sponsorship in Sport (30:50)
ANALYSIS
MUST READ
IN-DEPTH 8 November 2019
How will China-US relations affect the gambling industry?
READ MORE
PREMIUM CONNECTIONS