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Paddy Power's guerilla marketing tactics paid off

Friday July 3,2015 : PADDY POWER TOUCHES A NERVE WITH IMMIGRANTS STUNT
 
Provocative truck advertising criticised by press and social media.
 
Online and land gambling group Paddy Power's guerilla marketing tactics paid off with plenty of publicity this week amid the political furore in UK politics over immigration.
 
Tongue in cheek, the gambling company picked up on the strong opinions around a sensitive subject, and generated a promotion designed to attract attention and publicity.
 
It certainly worked, although much of the response was critical.
 
The company hired a large multi-wheeler transport lorry and ran it from Dover to Calais with the green tarp emblazoned with the slogan “Immigrants, jump in the back! (but only if you’re good at sport)”, along with images of Jamaican-born England footballer Raheem Sterling, Mo Farah, originally from Somalia, Samoa-origin rugby player Manu Tuilagi and England cricketer Eoin Morgan, who is from Ireland, and...oddly...Scots tennis star Andy Murray.
 
Amid a blitz of social media comments, The Guardian newspaper thundered:
 
"If there was any doubt that the world of marketing is often all but indistinguishable from online trolling by bedroom-dwelling teenagers, proof has arrived in the shape of a promotional campaign for a bookmaker which makes light of the plight of migrants trying to reach the UK via Calais."
 
Approached by the newspaper, a Paddy Power spokesman "…declined to say whether the decision to run the campaign considered the appalling conditions faced by migrants camped at Calais in the hope of making it to the UK, or the deaths of several people trying to do precisely what the slogan suggests."
 
Instead, the spokesman emphasised that the controversial promo was just a bit of fun.
 
“It’s a bit of craic, it’s a bit of fun,” he was quoted by The Guardian as saying. “Listen, it’s just a joke, and we’re referencing the long-running joke about Andy Murray and the issue of if he’s Scottish. That’s all it is. It’s meant to entertain. It’s certainly not meant to offend. Humour is subjective.”
 
Any bets on whether an ASA complaint is on the way?

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IGT Continues Partnership with Coljuegos EICE - IGT will continue its 16-year partnership with Colombian administrative gaming authority Coljuegos EICE following a public procurement process for a five-year private operator contract to run the draw-based online lottery game Baloto.

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Mega Moolah progressive jackpot slot was hit for Euro 6,078,249.33 - Identified as N.C., the player was a novice who signed up to the online casino on a new customer bonus offering 100 chances to become a millionaire for Euro 5.

Lightning Box Games in Deal With Everi Games - Australian slot developer, Lightning Box Games, has entered into a distribution deal with electronic gaming content provider, Everi Games, for a selection of its proprietary slot content.

Storspiller HighRoller Casino Launches - Storspiller.com is targeted at “high rollers” within Kindred’s total registered customer base who play for GBP 200 or more per month.

Another Attempt to Acquire Tatts - The surprise A$8.4 billion bid for Tatts late last year by the Pacific Consortium caused some consternation in the Tabcorp and Tatts boards, which were in merger talks but these concerns faded following Tatts rebuff of the consortium's offer

US Supreme Court Interested in NJ SportsBetting Case - The US Supreme Court, which is for the second year mulling whether to hear New Jersey's case for wider legalized sports betting in the United States ) has showed some interest in the case.

Ladbrokes Trading Update - The Ladbrokes Coral plc online and land gambling group has released a trading statement for the unaudited year to 31 December 2016, reporting:

Leovegas Player Wins a BMW X4 - A 23-year-old Southampton University student identified only as Leo has won a GBP 50,000 BMW X4 sports saloon car playing NetEnt's Live Casino Roulette on the Leo Vegas mobile gambling,site.

New Survey on Europe Online Gambling Regulations - The companies delivered their conclusions, which include both EU and European Economic Area technical regulations, this week.

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