This is how bookmakers deceive people

Let's take a look at the cognitive biases applied to advertising that bookmakers take advantage of.

Online gambling is a consolidated phenomenon in our society, with the consequent problems derived from it. The big bookmakers are quick to adapt to any kind of regulation by institutions.

Advertising is their most powerful weapon to consolidate their customers.. By "consolidate" we mean to turn gambling behavior into a habit that allows them to extract as much money as they can from ordinary people.

Fortunately, it is also one of the sectors that have generated the most social alarm in recent times, and society is reacting to protect it. society is reacting to protect itself from the advertising tricks of these companies..

The advertising tricks of the bookmakers

What are the main pillars of bookmakers' advertising campaigns?

1. Aggressive campaigns focused on young people

Studies show us that the usual profile of gamblers has changed over the years, ending up in people younger than 35 years old. Bookmakers are the first to know this, so they adapt their advertising campaigns focusing on this group.

With very aggressive and interactive advertisements on the internet and social networksThey manage to attract many of their new customers, new players who are likely to become players in the long term.

Betting companies are "sowing" in the youth, hoping to have them as customers for many years.

2. Using celebrities as a lure: the halo effect

It is no coincidence that so many celebrities and well-known faces are associated with the advertising campaigns of the big bookmakers. Great sports clubs, popular soccer players, prestigious tennis players, funny TV show hosts...TV game show presenters...

The big betting companies take advantage of what in psychology is called the Halo Effect: when a famous person is associated with a certain product or service, users transfer the values and opinions about that person to the product or service in question, users transfer their values and opinions about that person to the product or service in question..

So, if a famous sportsman that I follow and admire a lot comes out advertising a betting platform that offers me some initiation bonuses... it is much easier for me to take the bait. Basically, trust in that person transfers to what they are advertising.... That's why it's not the same for a famous media personality to appear as it is for any other person.

Sentimental attachment to professional sports leagues and their star players is intimately rooted in the collective imagination of the youngest. That is why they are the flagships of those who sell bets online.

As long as they are allowed to do so, betting companies will continue to use every loophole to advertise: the jerseys of all the major soccer teams are plagued with advertising, aimed at all fans.

3. Starter bonuses: I let you start betting "for free".

Surfing any Internet site, it is common that you have come across betting house advertisements promising you 50, 100 or even 200 euros to play for free..

It is one of the most effective advertising claims. One of the first-time gamblers' objections is often "I don't have enough money to start betting".

But the big bookmakers have the solution! They invest a fortune every year to be able to offer these "free" gaming credits to facilitate the entry of new players. and thus facilitate the entry of new players.

The system is simple. You register, and you already have "virtual money" to start betting. The player who takes the bait can start playing for free, or with very little money.

Sooner or later, the house always wins.. Normally, this free credit runs out quickly, and by the time the person has to start investing his own money, he will have already consolidated the gambling habit and paved the way for the development of an addiction.

In addition, the lure of bonuses fosters the initial illusion that "I'm not spending money" and that these bets are safe for the person. What they don't know is that they have simply taken the bait put out by the predators of online gambling companies.

4. Illusion of control

Many young people have claimed that sports betting ads teach them that "with enough preparation and knowledge about sports, they can control the outcome of games and their bets".

This is one of the messages that bookmakers leave implicit in their campaigns and advertisements. It promotes the cognitive bias of the illusion of controlIt makes people think that they can win much more than other people, if they follow a certain system.

But this is paradoxical, because if there were really a chance of winning a lot, the bookmakers would have taken care of closing that hole, because it would not be profitable for them. We have all heard about those big casinos in Las Vegas that end up kicking out players who have won too much money.

Remember, "the house always wins".

Experts say that sports knowledge has no bearing on winning bets. It's chance, there are too many factors at play, the results cannot be predicted..

In the end it is no more complex than the National Lottery system. You just have to cross your fingers, but most of the time, you will lose money.

Psychologist Specialist in Addictions

If you or someone close to you is having problems with online gambling, contact a specialized professional immediately. It is only a matter of time before the problem worsens and you end up generating huge financial debts..

I work with many people who have fallen victim to the tricks of the gambling houses and have developed a gambling problem. I offer face-to-face therapy sessions in my psychology office in Valencia, and also online therapy for everyone.

See my contact details on this page.