The Intersection of Betting & Social Media

How Betting Companies Embrace Social Media

Online gambling companies have embraced social media over recent years. “Content marketing” is now seen as the main tool for online gambling firms trying to attract new players. It’s cheaper than traditional TV advertising, and it has the scope for widespread reach from shares and Likes. 

Plus, bookmakers and casinos employ gambling agencies with expertise in content marketing, social media marketing, and SEO to create ever more eye-catching posts. 

The Irish betting giant, Paddy Power, is one of the top examples of engaging social media betting content. Rather than more traditional bonus plugs and marketing, their social media marketing team opts for satirical videos that have scope to be shared and go viral. 

Social Media Channels Boosting Tipsters

Professional sports betting tipsters are also embracing social media channels to share the latest tips and strategies. Ethical concerns remain over promoting gambling. However, platforms like X (Twitter) and Instagram are ideal for instant tips, particularly on time-sensitive in-play betting markets. 

15–20 years ago, the online forum was the preserve of tipsters (both pro and amateur) but social media offers a more user-friendly way to share advice. 
In addition, tipsters now have more tools and statistics at their disposal. The growth in AI sports betting tools like StatisticSports means that even casual bettors can make more informed predictions. 

A Crackdown on Social Media Gambling Advertising?

However, with relatively poor regulation, there have been calls for a crackdown on how online betting firms may appeal to under-age gamblers. A recent study on gambling advertising on X (formerly Twitter) showed that over 40,000 children were following betting companies on the social media platform. 

In addition, nearly 50% of under-16s in the UK were found to be betting online. More regulation will undoubtedly be introduced following the review of the 2005 Gambling Act, although “age-gating” is easy to side-step.