When it comes to the use of a great soundtrack to get your brand name out there, the world of online bingo has been quite prolific. Foxy Bingo has used a number of iconic songs and there have been other brands noted for doing so too. However, more recently it isn’t a bingo brand that has used a well-known tune to get their message across but a group promoting responsible gambling. The tune used is Black Betty by Ram Jam but Bad Betty is the wording used to promote responsible gambling.
The name the Senet Group may not be one that you have heard of but in some ways it isn’t too dissimilar to the Advertising Standards Authority, However the Senet Group was created by four major names in the world of gambling, both offline and online and as such the advertising of certain machines and the promotion of responsible gambling will be seen in the high street too.
William Hill, Coral, Ladbrokes and Paddy Power are the brands behind the group that was created in September 2014 and they have all agreed to voluntarily
- Ban advertising before the watershed (9pm) of any sign-up offers (free bets, free money etc.)
- Remove advertising of the gaming machines from their shop windows.
- Allocate 20% of their shop window space to advertising responsible gambling.
At the beginning of the month the Bad Betty ‘When the fun stops, stops’ has been seen on TV and we’re pretty impressed with the campaign as a whole. Not only does it use an iconic tune to tell the story, it’s fun, catches the viewer’s attention and most definitely gets the message across.
Of the two commercials that are currently showing one carries a message that we have often been known to use in our articles ‘Never spend more than you can afford to lose’. The other has an additional message of how you should never bet when you are frustrated or angry. Both use the euphemism of this type of gambling being a ‘Bad Betty’.
Here’s just one of the adverts from the Senet Group, the other can also be viewed on YouTube: