The WLA Betting Integrity on Sports and Horse Racing Committee (BISHRC) has published a brochure called the Horse Betting Marketing Guidelines: Achieving responsible and competitive offers, to assist members with their marketing activities.
The guide considers different types of offerings (competitive and responsible) and games (pool based and fixed odds) and examines a model for assessing risk levels of addiction for these. It also describes suitable distribution channels (retail and racetrack, as well as digital) and how to plan, execute and manage responsible promotions in different social media platforms, and suggests topics that are appropiate for promotional content for different audiences.
https://www.world-lotteries.org/volumes/downloads/Download_Center/Marketing/20230220_WLA_HorseBetting_Marketing_Brochure.pdf
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