Daily Asia Gaming eBrief: Celebrities have high impact on gaming ad retention

Tuesday 12th of March 2024

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Good Morning
Celebrity endorsements have been the lifeblood of marketing for decades. Find a star and give them a product. The gaming industry appears to be no different, according to a recent study which found that participants are much more likely to recall gambling-related adverts with a famous face. Authorities are now cracking down on the age-old tactic, causing marketers to retool. Meanwhile, in Macau, Galaxy Entertainment Group is striving to increase its mass performance, aligning itself with the SAR's growth.

What you need to know

Young gamblers attracted by celebrities and social media influencers, with study finding impact on attitudes, risk perceptions, and consumption.
Galaxy Entertainment triples marketing team to boost premium mass performance, as market recovery is still led by the segment.

On the radar

Cambodia gaming watchdog issues warning against online lotteries.
Premium Leisure Corp on track to voluntarily delist from the PSE.
Online gambling raids in Sihanoukville cause deportation of 200 foreigners.
Sumsub takes the lead in gaming fraud protection at ASEAN Gaming Summit 2024.
Macau casino tycoons suggest promoting “multi-stop” travels.

AGB Intelligence

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Celebrities have high impact on gaming ad retention

Influencers increase recall of gambling adverts: study

A tale as old as time, the use of celebrity endorsements, leveraging the star-power to help market the product. But in the gaming industry, it appears to be increasingly effective, with a new study finding that celebrities and social media influencers are increasing the retention rate of adverts, with a bid to reduce such future content to avoid luring younger, more influenceable, individuals towards such activity.

VIP still growing strongly in the Philippines: Lorraine Koo

The clampdown in Macau and the strong regulatory environment in Singapore both bode well for the Philippines. Lorraine Koo, Corporate Chief Operating Officer for Dowinn Group notes that “the junkets are all coming to the Philippines”. And the company has changed with the times, moving to a Korea-centric model.

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Corporate Spotlight

Basketball player Kai Sotto is the new 1xBet ambassador in Asia

Kai Sotto, Basketball player, 1xBet ambassador, Asia

1xBet, a leading global betting company, proudly announces its partnership with rising basketball star Kai Sotto. Hailing from the Philippines, Kai Sotto will serve as the brand ambassador, championing basketball in his homeland and across various Asian nations, extending the 1xBet brand presence across Asia.

Industry Updates

7777 gaming expands its reach with REEVO.
Crane NXT to acquire OpSec Security.

Registration open for the ASEAN Gaming Summit 2024

Registrations for the 2024 ASEAN Gaming Summit, the calendar conference of excellence of the gaming industry in the region, are open. Scheduled from 19th to 21st March 2024, the Summit is the gateway to the Next-Gen of gaming in Asia.

Asia Gaming Awards 2024 recognizing excellence on March 20th in Manila

The Asia Gaming Awards, hosted by Asia Gaming Brief, is set to once again recognize and celebrate the outstanding achievements in the Asian gaming industry. The Awards ceremony will take place on the evening of Wednesday, 20th March 2024, at the Grand Ballroom of the Shangri-La The Fort, Manila.