Advertising doesn't make people play. But it can influence where they choose to play and stay.

Customer loyalty in the gambling industry is notoriously low and gambling companies have themselves to blame.

There's a constant debate over who owns the customer database, and with it, the invisible channels for delivering direct marketing messages under the radar.

Research shows that brand advertising and a strong brand create customer loyalty more effectively than offers. In the gambling world, this typically means bonuses.

When it comes to customer acquisition, affiliates are currently banned under Finnish gambling law.

So why don't gambling companies see brand advertising and brand building as competitive advantages?

Advertising budgets are thrown at all sorts of tactics, without planning, without clear goals. The industry is full of old habits and assumptions about how things are done.

Hiring a celebrity as a brand ambassador doesn't create real loyalty. Everyone knows they're being paid for their public image. And when multiple companies do the same thing, where does it actually lead?

Put simply: the competition is against one another. It's about market share. You can buy awareness with budget, but preference is built through the quality of advertising and brand-building activity.

Standing out isn't that hard. Don't just do advertising — entertain just like your business does. You just need a plan that makes you interesting.