In an era dominated by digital ads, social media influencers, IP-tracking and performance marketing, many assume television and radio have become obsolete for online casino brands. But despite the rise of digital, there are several reasons to believe that traditional advertising can still work, although not in the same way it used to.
The trick for operators is knowing where, how, and under what regulatory constraints to use it. With insight from the experts at 666 Casino, here is a look at whether traditional advertising methods still work for the online casino industry.
What Makes Traditional Media Attractive
Reach & Trust / Legitimacy
Traditional media like TV and radio still confer a sense of legitimacy and trust. For many consumers, seeing a brand on broadcast media signifies a regulated, serious business, which is especially valuable in a sector like online gambling and casinos, where concerns about fraud, payout, and licensing are common.
Mass Audience & Broad Awareness
TV and radio can reach wide audiences in a way that digital sometimes cannot. Even with streaming services, many people still consume linear TV and broadcast radio. These channels help build brand awareness across listeners or viewers who might not be reached (or reached as effectively) via online methods.
Emotional Impact & Mental Availability
Traditional adverts tend to create emotional connections via creativity, storytelling, voice, and visuals that are harder to replicate in many digital ad formats. Over time, repeated exposure via TV or radio contributes to what marketers call “mental availability”: when consumers think of an activity (e.g. playing in an online casino), your brand is one of the first that comes to mind.
Reach Among Older Demographics/Less Digitally Saturated Audiences
Some target groups are more responsive or reachable via traditional media: older age brackets, rural areas, and people who aren’t heavy online users. Also, since digital ad saturation is high, traditional channels can cut through clutter.
Regulatory Visibility & Compliance
In regulated markets, adhering to rules around gambling ad content, time-slots, sponsorship, and messaging (especially around “responsible gambling”) is critical. Traditional adverts are often more visibly scrutinised, and complying with such rules can itself be a signal of legitimacy. Also, regulations may restrict digital channels more tightly in some regions.
Key Constraints & Risks
While there are advantages, there are also quite a few limitations that online casino operators need to navigate:
Regulation & Restrictions
Gambling advertising is heavily regulated in many jurisdictions. For instance, radio ads in the UK must typically run post-watershed, must avoid appealing to under-18s, cannot imply that gambling solves financial problems, etc. These constraints reduce flexibility and sometimes raise costs.
Cost & Efficiency
TV and radio spots are expensive, especially during peak time. The cost per impression/reach is higher, and measuring direct return (e.g. registrations, deposits) is harder than with digital, which has much more precise attribution. If you over-invest in traditional media without careful measurement, ROI can suffer.
Targeting Limitations
Traditional media doesn’t allow the degree of audience segmentation that digital channels do. You might reach many people who aren’t potential customers, which increases wasted spend. Also, flexible optimisation (turning on/off, changing creatives quickly) is less feasible.
Audience Shift (Consumption Habits Changing)
Younger audiences are increasingly consuming content via digital streaming, podcasts, and on-demand; some don’t watch linear TV or listen to traditional radio as much. That reduces the effectiveness of brands targeting these demographics. Moreover, ad-avoidance (skipping, using DVR, streaming without ads, etc.) is growing.
Reputational Risk & Public Backlash
There’s increased scrutiny of gambling ads, particularly their ubiquity and potential to reach vulnerable people. Campaigns can backfire if perceived as irresponsible. For example, online casino adverts on public transport or radio that appear during family shows might draw criticism. Regulatory bodies and public sentiment are more sensitive in many places now.
Where & How It Works Best – Strategic Approaches
Given the strengths and limitations, traditional media can still be effective if used wisely. Here are strategies that tend to work:
Supportive Role in a Hybrid Marketing Mix
Use TV and radio to build brand awareness and credibility, while digital handles acquisition, targeting, tracking, and optimisation. Traditional media sets the stage; digital converts. This means you don’t rely on TV/radio alone, but use them in tandem with digital channels.
Focus on Regions/Markets with Strong Broadcast Audiences
Some markets still have high broadcast TV/radio consumption. If you operate in such areas (especially where internet penetration or digital ad usage is lower), traditional media can punch above its weight.
Post-Watershed Slots, Responsible Messaging, Compliance
Designing ads that comply with rules around timing, content, and responsible gambling messaging will be essential. The content should avoid promises of guaranteed wins, should not target minors, etc. Ensuring the creative is compliant avoids fines and reputational risk.
Use Traditional Media for Big Branding Campaigns / Major Events
For big launches, rebrands, entering new jurisdictions, or when there is an event (sports sponsorships, major tournaments, etc.), TV and radio can help generate impact.
Measure What Can Be Measured, Build Proxy Metrics
Even if direct attribution (e.g. “this registration came from this TV spot”) is difficult, use proxy metrics: brand lift studies, surveys, increased site traffic after airing, spikes in search volume, or changes in cost-per-acquisition when campaigns are active vs. inactive. Some broadcasters now offer more advanced metrics or addressable TV.
Creative & Branding Emphasis, Not Just Offers
Because many restrictions apply to “offer” messaging in gambling ads, focusing on branding, trust signals, unique value propositions, and emotional appeal may yield more long-term benefit than hard promotions. The brand identity is often what retains players.
Evidence & Recent Trends
A UK example: as of 2025, radio is still a strong medium; roughly 50 million UK adults listen to live radio weekly. Online casino operators that use creative, compliant radio campaigns (post-watershed, with responsible gambling messages, focusing on adult audiences) are maintaining their presence.
Regulatory changes in various countries are tightening the opportunity for broadcast gambling ads: restrictions on timing, bans or restrictions on untargeted remote gambling ads (as in the Netherlands), etc.
Studies show that exposure via traditional gambling advertising (TV, radio, sponsorships) remains high among the public. In regulatory reports, TV remains the most common form of exposure.
Verdict: Does it Still Work?
Yes, in many cases, traditional TV and radio advertising still works for online casino brands. But it’s not a silver bullet. Its effectiveness depends heavily on where you operate, who your target audience is, what your goals are, how your campaigns are designed and your budget.
In short, for brands that want legitimacy, broad awareness, trust, or are entering a new market, traditional advertising still plays a valuable role. But relying on TV or radio alone, or ignoring the power and measurability of digital, will usually lead to inefficiencies or missed opportunities.
