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Insight


MARKETING INSIGHT European Casino Association


Per Jaldung, Chairman, European Casino Association


The campaign is part of the ECA’s strategy to stay relevant and transparent: for a long time, the industry has been surrounded by misconceptions leading to a negative impact for the industry itself and everyone involved in it. Furthermore, with the global growth of gambling, it is fundamental to distinguish the licensed and legitimate industry from the illegal and grey one. We are proud of this initiative and look forward to more.


Te European Casino Association’s “Did you know” social media campaign has sought to promote the positive impact of the licensed land-based casino industry on societies across Europe


The facts and figures from the economic impact study provide strong support in dispelling some of the misconceptions surrounding our industry. We also aimed to increase the visibility of the association, which is why we measured the success of the campaign with the impressions obtained on Twitter and LinkedIn, that is, how many times our posts were viewed on the two social networks. In this respect, we can confirm the campaign was a great success.


Did you know that the total economic impact of ECA member casinos is estimated at over €22 billion per year, or that the licensed land-based casino industry plays an important role in preserving the rich cultural heritage of Europe?


Tese are some of the key messages the European Casino Association has been raising awareness for on its social media channels over recent months in a bid to promote a better understanding of the industry to the wider public. Using figures from the ECA Economic Impact Report, the “Did you know” campaign has sought to dispel some of the myths surrounding the casino industry.


Te campaign raised awareness of how the industry is determined to combat illegal gambling through regulation and of the Responsible Gambling Certification the ECA issues to its most diligent members following a strict third-party audit. Te campaign also tackled a number of wider issues, including compliance, anti-money laundering and the industry’s economic contribution to wider society.


Te ECA has reported that the campaign, active from May to September on the ECA’s LinkedIn and Twitter profiles, has been a great success. Posts concerning tourism and the array of entertainment available at modern casinos proved most popular, while issues surrounding the total economic impact of ECA members garnered less traction. Overall, the ECA has reported that the campaign obtained the desired reach and engagement from users.


Whilst the campaign might be over, the ECA is set to continue its work promoting the casino industry, responsible gambling and gender diversity through its


P42 NEWSWIRE / INTERACTIVE / MARKET DATA


communication activities over the coming months. Explaining the rationale behind the social media campaign, G3 interviews the European Casino Association’s Chairman, Per Jaldung.


Could you tell us a bit about what inspired the campaign?


Te campaign is part of the ECA’s strategy to stay relevant and transparent: for a long time, the industry has been surrounded by misconceptions leading to a negative impact for the industry itself and everyone involved in it. Furthermore, with the global growth of gambling, it is fundamental to distinguish the licensed and legitimate industry from the illegal and grey one. We are proud of this initiative and look forward to more.


Why promote the campaign on social media as opposed to traditional advertising channels?


Social media is an extremely powerful tool for businesses and associations: it can be used to inform, drive loyalty and growth whilst promoting the industry they represent directly to a large audience base. On the other hand, traditional advertising channels address a specific audience consisting mainly of companies and suppliers within the industry. Te aim of our campaign was not to advertise, but to promote a better understanding of the casino industry. In this regard, it was essential to take into account Brussels’ communication and political landscape: policymakers and other relevant stakeholders make regular use of social media not only to share the latest news, but also to create a buzz around a topic or generate lively discussions.


Do you know gaming? ECA promotes industry awareness


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