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William Hill Lures Smokers to the Online Casinos

13 July 2007
This month has seen the advent of the new British anti-smoking law in casino and in bingo halls across the UK. Leading British bookmaker William Hill has launched a seven-figure advertising campaign designed to poach a large portion of the gaming community from traditional casinos and bingo halls, heavily emphasizing the use of the iconic no-smoking sign.

William Hill expects to pull prospective gamblers by offering them a $20 bonus when they deposit the same amount at William Hill’s and has been advertised in such tabloids as The Sun, Star, Mirror, News Of The World and Daily Record. The campaign will be seen on more than 2,000 48-sheet posters positioned around the country along with a further 200 Ad-vans sited near conventional bingo halls.

The ban on smoking in public places is expected to hit land based casinos and bingo halls hard. In order to play there, you have to be physically within the premises. Many smokers will be attracted to the sit-at-home option that playing with William Hill Casino and William Hill Bingo now offers them. Not that William Hill is the first online casino ever, but it is significant in that it is now targeting smokers specifically. Can it be that statistically, gamblers are smokers as well? William Hill hopes so, and is prepared to spend a lot of money proving it.

The question is how smokers will indeed adapt to the new smoking bans, and whether land based casinos will suffer as a result of this. The immediate deduction is that yes, the land based casinos will have to find other attractions in order to make people forget that they are not smoking. How this will be possible will be interesting. There is no doubt as well that more and more players will go over to the online casinos, in which they can smoke at leisure.



OCN Staff
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