The LadBible Group, one of the most popular content creators in the UK, has teamed up with GambleAware to help shine a light on responsible gambling. The campaign will focus on the potential dangers of gambling and will be targeted at the LadBible Group’s younger audience.
A Range of Content
The LadBible Group will produce several content pieces surrounding the impacts of gambling and the risks involved. The content will be shared across the group’s social media pages, which include LadBible, SportsBible, Tyla, and OddsBible.
One example of the content that they will be producing is a special episode of The Gap. The Gap is a series of generational video discussions that handle difficult topics. Previous episodes have featured young and old soldiers discussing their experience of war, homeless people of different ages meeting, and criminals from different eras discussing their crimes and life inside.
In the gambling Gap video, Paul Merson will chat with Jack McDermott, who is better known as PieFace. The two men have both been very open about their gambling problems in the past, with Paul Merson being one of the most vocal supporters of gambling regulation in the sporting world.
Alongside the video, there will also be several pieces of written content highlighting stories of gambling addiction and mental health issues. The content will be shared across all of the group’s platforms until June 11th.
A Deeper Understanding of How to Target Young Players
Speaking about the partnership, Josh Askes, the Head of Sport & Gaming at LadBible Group, highlighted some alarming statistics. He said that research showed 1% of the LadBible Group’s audience believed that they had a gambling problem, but 44% said they knew someone who did. This is a considerable gap, and it is something that LadBible and GambleAware will hope to tackle with their partnership.
Akers continued by saying that the LadBible Group has a deeper understanding of how to connect with young people, and this will help them create content that will get their attention.
The Gambling Commission regulates all gambling in the UK
Young people are much more likely to be impacted by gambling harm, according to research completed by the Gambling Commission in 2021. It highlights how young people are much more likely to be influenced by their friends into gambling and are particularly vulnerable when they have just left their parent’s homes.
GambleAware and similar organisations have spent a lot of money reaching out to younger players, and the LadBible Group will provide them with a direct line to their target audience. The group is famous for creating viral content that is shared across social media.
Continued Focus on The Young and Vulnerable
The recent publication of the UK Gambling White Paper has seen a renewed interest in gambling regulation and what can be done to protect young and vulnerable players. Campaigns like the one from the LadBible Group are a great example of what can be achieved when companies team up to help target these demographics.
