The Gambling Files Jon Bruford & Fintan Costello

"We're making licenses and regulations worthless."
So says Washington Post journalist Gus Garcia-Roberts. And you know what, he may have a point.
In conversation with Jon, Gus delves into the scandal involving baseball player Shohei Otani, his interpreter, and a bookie named Matt Boyer. The conversation explores the role of casinos in money laundering and the lack of regulation and enforcement in the gambling industry. They also touch on the cultural impact of sports betting and the interconnectedness of the legal and illegal gambling sectors. The conversation explores the changing landscape of sports fandom and the impact of sports betting. It discusses the broadening desire for content related to sports betting and the integration of gambling into sports culture. The conversation also touches on the challenges of regulating sports betting and the need for education and responsible gambling practices. The power dynamics between sports leagues, casinos, and tribes are examined, highlighting the influence of money and the complexities of the industry. 
In a nutshell:
The journalism industry has undergone significant changes, with many news organizations struggling and smaller newspapers dying off. Casinos have a responsibility to monitor their customers and prevent money laundering, but there are concerns about their complicity in illegal activities. The rise of sports betting has led to cultural changes and increased interest in sports among the general public. There is a need for stronger regulation and enforcement in the gambling industry to prevent illegal activities and protect consumers. The legal and illegal gambling sectors are interconnected, raising questions about the integrity of the industry as a whole. The rise of sports betting has broadened the desire for sports-related content. Sports fandom has changed, with fans now engaging in betting and considering odds. The integration of gambling into sports culture raises integrity and addiction concerns. Regulating sports betting requires educating players and establishing responsible gambling practices. Power dynamics between sports leagues, casinos, and tribes impact the industry. The conversation concludes with a lighthearted discussion about personal appearances.  
Choice quotes:
"How complicit were the casinos in money laundering?"
"We've all become little bookies."
"The mistake that they made was going in swinging their dicks."
"The tribes gave those tribes a common enemy."

We don’t know which is Cagney and which is Lacey, but we know that in the hands of top crime-fighting duo Optimove and Clarion Gaming, the city of Gaming is in the safest possible hands. Oh, and they are our eminent sponsors, and we love them bigly. Note: neither entity fights crime. One has industry-leading CRM software, the other organises industry-leading gambling events. But we believe they could fight crime, if they chose to.
Apologies for the delay in a new episode, all Jon’s fault. He’s old, so he is breaking earlier than Fintan.
We are joined by the magnificently-named Max Tesla, CEO and co-founder of Blask.com, a new B2B gaming analytics platform. Blask provides a one-stop shop for operators looking to launch brands in new countries by offering insights into the total available market, competitive landscape, and trends driving the market. The platform uses the BLASK index, which measures the share of search for individual brands within a country, to track user interest and online visibility. Blask also utilizes AI and deep learning models to predict brand performance and emerging trends, as well as automate the discovery of new brands and games in the iGaming industry. Max says the platform can predict similarities in game providers and time series data, allowing users to compare brands and identify trends. It also offers sports data analysis, helping marketers understand the impact, importance, and interest of specific sports events.
Useful info links from Blask so you can check it out:
https://blask.com/blog/ 
https://blask.com/faq/blask-index/
https://blask.com/blog/share-of-search-a-new-metric-for-understanding-market-volume/
 
In a nutshell:
Blask is a B2B gaming analytics platform that provides insights into the total available market, competitive landscape, and trends driving the market for operators looking to launch their brands in new countries. The BLASK index measures the share of search for individual brands within a country, reflecting online visibility and customer interest. Blask utilizes AI and deep learning models to predict brand performance and emerging trends, as well as automate the discovery of new brands and games in the iGaming industry. The platform collects data from multiple sources, including Google APIs, to provide accurate and up-to-date information for decision-making. Blask's goal is to scale up to tracking 50 countries by midsummer and 100 countries by the end of the year, with plans to expand to the US market in the future. The platform can predict similarities in game providers and time series data, allowing users to compare brands and identify trends. Blask offers sports data analysis, helping marketers understand the impact, importance, and interest of specific sports events.  
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We don’t know which is Starsky and which is Hutch, to be honest, but our glorious sponsors Optimove and Clarion Gaming are the crime-fighting duo we would all like to be when we grow up.
After a brief introduction with Jon and Fintan [0:00 – 9:44], they’re joined by a genuine superstar guest: former PaddyPower Head of Mischief Ken Robertson (now founder and CEO of The Tenth Man), who regales the pair with tales of derring-do and madness from a time of huge creativity and (relative) freedom in gambling marketing. This is genuinely one of our favourite episodes ever, give it a listen and see if you disagree.
We discuss the creative and innovative marketing strategies employed by Paddy Power, including controversial campaigns and memorable stunts, such as parachuting a jockey into a racecourse and the North Korean ‘basketball diplomacy’. They also touch on the importance of having a founder-mandated North Star and the ability to push boundaries while staying true to the brand's values. Ken discusses the power of generating controversy in marketing, his decision to leave Paddy Power and start his own thriving agency, The Tenth Man. Ken shares some of the successful marketing stunts he has worked on, including the promotion of the film 'Kneecap' at Sundance. He also mentions the expansion of The 10th Man to London and their plans for future growth. [9:45 – 1:13:34]
In a nutshell:
Paddy Power's marketing success was driven by a combination of creativity, risk-taking, and a willingness to challenge the status quo. Generating controversy can be a powerful marketing strategy, but it must be carefully executed to avoid negative backlash. Paddy Power is known for its creative and innovative marketing strategies, often pushing boundaries and courting controversy. Paddy Power's campaigns aimed to provoke and generate earned media coverage, keeping the brand top of mind. Success was measured by the number of complaints received and the level of earned media coverage generated. The company's campaigns often tackled social issues, such as homophobia in football, and aimed to make a positive impact. The concept of the 10th man, or having a contrarian voice, can help avoid groupthink and lead to more innovative ideas. Successful marketing stunts can generate significant publicity and attention for brands and projects. Choice quotes:
"What I'm thinking is kind of, shove a horse out of an airplane with a parachute and we land the horse in the middle of Aintree."
"…it remains the most complained about ad in British advertising history, by a multiple of three. And that was due to its headline, Money Back If He Walks."
"…the ad was purely a vehicle to promote the fact that, you know, we were betting on a guilty or not guilty verdict."
 
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
 

The Dom Toretto and Brian O’Conner of this podcast are our glorious sponsors Optimove and Clarion Gaming. We won’t ruin your work by introducing The Rock (or even Jason Statham. Don’t get me started on Momoa) any time soon, we promise!
After a brief introduction [0:00 – 10:47], Fintan and Jon are joined by journalist David Danzis to talk about his specialism, Atlantic City. David recently wrote a column explaining what needs to be done to save AC in the face of NY casinos and more; you can read that here: https://www.playnj.com/news/fixing-atlantic-city-not-difficult-heres-how-to-do-it-today/80035/
David explains how an arcane old law can be utilised today to save the future of the city and its casinos, how a simple reallocation of police resources could have a profound impact, and much more. And you know what? It all makes sense [10:48 – 1:12:06].
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.
 

The Luke Skywalker and Frodo Baggins of this podcast are our magnificent sponsors Optimove and Clarion Gaming. We love you in the way that some people love Star Wars and LOTR.
No Fintan!
This episode’s guest is Dr. Sally Gainsbury, Director at Gambling Treatment & Research Clinic and Professor of Psychology, University of Sydney. Dr Gainsbury discusses the importance of language in gambling research and the need for more responsible terminology. Sally and Jon also touch on the flaws of the peer review system in academia, and the unique gambling landscape in Australia. The conversation explores the need for a commercial approach to problem gambling and the importance of effective communication to prevent gambling harm. It discusses the metrics for success in addressing problem gambling and the role of marketing in shaping consumer behaviour. The conversation also touches on the challenges of understanding gambling costs, the impact of lottery advertising, and the need for transparency in gambling inducements. The role of regulators in addressing deceptive practices and the potential for gambling to be a gateway activity are also discussed.
Also worth noting: Sally does not disclose the identity of Australia’s greatest music act, but there is bonding over the genius of Bluey, and a bit of Strictly Ballroom. Oh, and Democracy Sausages get in the conversation. If you don’t know what they are, press play…
 
In a nutshell:
Language is important in shaping perceptions and behaviors related to gambling. The peer review system in academia has its flaws and requires checks and balances. Australia has a high rate of gambling participation, particularly in pokies (electronic gaming machines). Advertising for online wagering has increased, targeting younger men. There is a need for a shift in the responsibility of operators and players in promoting responsible gambling. The gambling industry needs to adapt and change, as seen with previous bans on tobacco advertising. Problem gambling should be approached as a commercial problem, with metrics for success that focus on marketing effectiveness. Effective communication is crucial in preventing gambling harm, including providing information on the costs of play and the chances of winning. Transparency is needed in gambling inducements, such as bonusing, to ensure consumers are fully aware of the terms and conditions. Regulators play a vital role in addressing deceptive practices and promoting responsible gambling. While gambling can provide hope and entertainment, it is important for individuals to have a critical appraisal of their gambling behavior and make informed choices.  
Choice quotes from the episode:
"Language is at the bottom of everything we do."
"The way we talk about something, even casually, has a strong impact on individual behaviour."
"Problem gambling terminology implies something inherent about the person that can't be changed."
"If you look at it as a commercial problem, then the metrics for success change completely. If you look at it as a marketing issue, because it's getting the right words to the right person at the right time in the right way. And that is marketing, pretty much."
 
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

The true heroes of our story are the magnificent sponsors Optimove and Clarion Gaming. We love you in a fraternal but very real and very lovely way.
In this episode, Jon and Fintan have a casual conversation about various topics, including books, unions, and the challenges faced by Atlantic City. These challenges include the potential impact of a New York City casino, which is a biggie. Oh, and Jon’s therapist has retired, so there is a decent chance the podcast might be his new therapist.
In a nutshell:
Atlantic City is facing challenges due to competition from neighboring states and the potential opening of a casino in New York. The role of unions in the gaming industry is complex, with both positive and negative aspects. Personalization and exclusivity in online gaming offerings can help differentiate operators in a crowded market. The conversation highlights the importance of context and perspective in understanding and evaluating situations.  
Choice quotes from the episode:
"Unions are essential, but they can be too influential and too powerful."
"What if Atlantic City casinos could stay smoking spaces? What if that's their niche?"
"We don't deserve dogs."
 
This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.