Ladbrokes responds to NSW live odds advertising ban

Ladbrokes responds to NSW live odds advertising ban

Wednesday, November 11, 2015 Totally Gaming
CEO Dean Shannon believes the company can focus on alternative marketing opportunities

Ladbrokes Australia chief executive Dean Shannon has told that the company will not be majorly affected by the New South Wales (NSW) ban on live odds advertising.

Troy Grant, the state’s Deputy Premier and Minister for Gaming and Racing, announced over the weekend that live odds will no longer be broadcast during sports broadcasts in Australia's most populous state from March 2016.

The ban, which applies to sports events shorter than four hours, means Australian television and radio broadcasts that include segments with betting operators during play or breaks will need to be adjusted for NSW audiences.

However, Shannon believes that his company will take advantage of other options to continue its growth in the state.

“We are confident there are enough advertising opportunities for us to get our messages into the market and therefore we do not feel that this ban will have a material impact on our business,” said Shannon, who was head of sports betting operator Gaming Investments when it was bought by Ladbrokes in 2013.

Adverts featuring live odds during sports events were banned in South Australia in 2013 and Grant explained that the NSW government believes advertising must be restricted to protect the public. 

Grant added: “There is no doubt the sports betting market is becoming increasingly competitive as operators aggressively chase market share through promotions, so it’s important that regulation moves with the industry.”

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