The Idea That Cost Sportsbet Millions

David Warren
BMF

The challenge

Critics of the bookmaking industry claim that brands don't do enough to ensure responsible gambling, and that the 'gamble responsibly' message on advertising is insincere.

However, the simple fact is that to build a sustainable business, responsible gambling needs to sit at the heart of every bookmaker's business strategy.

To this end we were tasked with helping Sportsbet take the lead on responsible gambling in Australia, and reducing the incidence of harmful gambling behaviour among sports and racing punters.

Can we predict the future?

For the vast majority of Australians, gambling is a legitimate form of entertainment and they gamble responsibly within their means. However, a small percentage of people do encounter problems with their gambling behaviour.