The slides for my speech at Georgia Gaming Congress 2016. Feel free to contact me if you have any questions, or if you find an error that needs to be corrected. Thanks!

1. GAMBLING &
SOCIAL
MEDIAMARIAM TALAKHADZE
mariam@singular.uk

2. $1 TRILLION
WORLDWIDE REVENUE FROM SPORTS BETTING,
ALTHOUGH ILLEGAL IN MOST OF THE WORLD

3. “SOCIAL
GAMING”
GAMING + GAMBLING + SOCIAL MEDIA

4. HARD TO DEFINE?
APPS AND FACEBOOK GAMES +
GAMBLING ELEMENTS AND CASH
REWARDS
WEBSITES SUCH AS TEDBETS

7. INTEGRATED OR STANDALONE

8. MARKETING IN GAMBLING =
TRANSACTIONS > SHARE OF MIND

10. USER
ACQUISITION
TWO GOALS OF SOCIAL MEDIA MARKETING

11. USER
ENGAGEMENT
TWO GOALS OF SOCIAL MEDIA MARKETING
AN INTERACTIVE PROCESS OF STRATEGICALLY INCREASING
CUSTOMER AFFINITY TOWARDS A BRAND THAT IS EXPRESSED
IN SPECIFIC BEHAVIORS OF THE CUSTOMER.

12. SOCIAL MEDIA APPS
AD CAMPAIGNS
CONTENT MARKETING
*PROMOTION OF RESPONSIBLE GAMBLING
*TRENDS IN DIGITAL
3 MAIN WAYS TO TAKE ADVANTAGE OF SOCIAL MEDIA

13. 1. SOCIAL
MEDIA APPS
FOR USER ACQUISITION

14. 26mln MAU

15. ACHIEVEMENT
ENJOYMENT
ENTERTAINMENT
EXCITEMENT
SOCIABILITY
SOCIAL MEDIA SHOULD BE USED TO CREATE:

16. WHAT WE HAVE DONE

17.  80 000+ USERS
 14 000+ ACCOUNTS ON
ADJARABET.COM
 6000+ USERS STAYED TO BET AT
LEAST ONCE WITH ADJARABET
 BETTER ATTITUDE AND
FEEDBACK
UEFA EURO
2012: SPORTS
BETTING APP

18.  SUCCESSFULLY RAN FOR 3 YEARS
 25 000+ ACTIVE USERS
UEFA FANTASY
FOOTBALL

19.  1-MONTH-LONG CONTEST
 18,000+ USERS INVOLVED
 0,5 MLN CHALLENGES PLAYED
DICE POKER

21. WHAT YOU HAVE TO
KNOW:
 IT SHOULD BE “FOR FUN ONLY” GAME.
 IT MUST NOT LINK TO A GAMBLING SITE.
 EARNINGS CAN’T BE CASHED OUT IN ANY WAY.

22. 2. ADVERTISING

23. PROMOTION OF ONLINE
GAMBLING IS
PROHIBITED ON
FACEBOOK & TWITTER

24. FEW RULES TO OBEY:
AUTHORIZATION WITH A VALID LICENSE
18+ GATE ACCESS
LOCATION GATE ACCESS

25. YOUR BRAND’S
BUSINESS PAGE IS
NOT ADVERTISING.
3. CONTENT & CAMPAIGNS

26. DIFFERENT KINDS
OF CONTENT IS
THE KEY TO
ENGAGEMENT
 LESS PRODUCT-RELATED
CONTENT
 LESS SALES PITCHES
 SPORTS RELATED NEWS
 BETTING TIPS
 HUMOUR

27. PADDY
POWER'S
MISCHIEF
DEPARTMENT
“controversial content
does not have a
negative effect on
brands within the
gambling sector”

28. “FIRST EVER BET
FROM SPACE”
CAMPAIGN
PADDY POWER

29. PADDY
POWER'S
MISCHIEF
DEPARTMENT
“controversial content
does not have a
negative effect on
brands within the
gambling sector”

30. RESPONSIBLE
GAMBLING
PROMOTION OF

31. WHAT CUSTOMERS EXPERIENCE
 STUDY OF 101 AUSTRALIAN LAND-BASED AND ONLINE
OPERATORS - 11% OF THEM ARE PROMOTING
RESPONSIBLE GAMBLING
 ADULTS WITH GAMBLING PROBLEMS WERE MORE
LIKELY TO INTERACT WITH GAMBLING COMPANIES ON
SOCIAL MEDIA
 CUSTOMERS WITH GAMBLING PROBLEMS MOSTLY GIVE
VERY NEGATIVE FEEDBACK

32. “GAME OPERATORS ENCOURAGE
PEOPLE TO TRY GAMBLING”
PEOPLE WITH GAMBLING
PROBLEMS
29% of adolescents and
26% of adults said that the
use of social media by
gambling operators had
increased their gambling
problems
MOST ADULTS WHO PLAY
FOR FUN
~70% adults said that
promotions did not
influence how much they
gambled

33. WHAT COMPANIES THINK
“…GAMES TAP INTO SOME OF
THE FUNDAMENTAL DRIVERS OF
HUMAN HAPPINESS AND GIVE
PEOPLE PLEASURE, FRIENDSHIP
AND A SENSE OF
ACCOMPLISHMENT”…

34. MAKE IT ABOUT FUN
 DON’T PROMOTE GAMBLING AS A WAY FOR
MAKING MONEY
 ENCOURAGE GAMBLING WITH FRIENDS AND
FAMILY
 PROMOTE ENTERTAINMENT, NOT WINS

35. WHAT DO WE NEED TO FORESEE

36. VIDEO
CONTENT
TRENDS IN DIGITAL

37. MORE DATA
TRENDS IN DIGITAL

38. CRYPTO CURRENCIES
TRENDS IN DIGITAL

39. CUSTOMER
EXPERIENCE
TRENDS IN DIGITAL

40. MOBILE
TRENDS IN DIGITAL
68% OF ADULTS OWN A SMARTPHONE
37% IN EMERGING COUNTRIES

41. THANK YOU

42. SOURCES
Gainsbury, S., Delfabbro, P., King, D., & Hing, N. (2015, February 3). An exploratory study of gambling operators'
use of social media and the latent messages conveyed. Journal of Gambling Studies .
Gainsbury, S., King, D., Delfabbro, P., Hing, N., Russell, A., Blaszczynski, A., et al. (2015, October). The use of
social media in gambling.
Harris, J. (2015). Can brands within the Gambling sector be negatively affected by their social media activity?
Bachelor thesis, Marketing.
Lella, A., Lipsman, A., Martin, B., Pedotto, K., & McElyea, J. (2015). The 2015 U.S. Mobile App Report . comScore.
Marsden, R. (2014, February 13). 'You bet me?' How a new generation of apps are combining social media and
gambling. Retrieved February 19, 2016, from The Independent: http://www.independent.co.uk/life-style/gadgets-
and-tech/gaming/friendly-wagering-online-social-gaming-sites-let-people-gamble-on-everything-from-losing-
weight-to-9124682.html
Poushter, J. (2016, February 22). Smartphone Ownership and Internet Usage Continues to Climb in Emerging
Economies. Retrieved February 24, 2016, from Pewglobal.org: http://www.pewglobal.org/2016/02/22/smartphone-
ownership-and-internet-usage-continues-to-climb-in-emerging-economies/
Sinoski, K., & Reynolds, C. (2013, January 30). Bet on it: Gaming and gambling will converge on social media.
Retrieved February 19, 2016, from The Vancouver Sun:
http://www.vancouversun.com/technology/Gaming+gambling+will+converge+social+media/7890419/story.html