Gambling is totally legal in the Philippines. But before you get all hyped up, let us stop you right there. The market is already crowded, so much so that any unstrategic campaign is bound to flop. A generic one will also hardly gain any attention.
So, what can you do to hit just the right spot?
This guide answers all your questions. From understanding what makes the Filipino market a hotspot to the exact steps needed to launch gambling ads in the Philippines, we have simplified everything for you.
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You could say it’s a goldmine for advertisers who know how to play the cards right- and we’re here to show you how!
Why Launch Gambling Ads in the Philippines?
You’re probably wondering what makes the Philippines so special when it comes to gambling. The answer lies in not one, not two, but plenty of factors. Here’s why most advertisers prefer to launch gambling ads in the Philippines.
Legal Standing
Unlike most Asian GEOs, all forms of gambling are completely legal in the Philippines. This legalization has turned it into a social activity, enhancing recreation and peer relations. Moreover, the country is set to attract up to US $6 billion in casino investments in the next five years, making it achieve the title of Asia’s top gambling destination.
High-Growth Market
Ever since its legalization, the Philippines’ gambling market has grown steadily and continues to do so. According to reports by Statista, revenue in the gambling market is projected to reach US $4.28 billion by the end of 2025. The same revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 2.18%, with a projected market volume of $4.67 billion.
Customer Preferences
Customers in the Philippines strongly prefer online gambling because of its convenience and ease of accessibility. The rise of online gambling apps and websites has made it possible to gamble from the comfort of one’s home. This has led to user penetration in the Philippines reaching 15.6% by 2025, particularly in age-old favorites such as slots, blackjack, and poker.
Sports Betting
The digitalization of bookmakers has led to a surge in the demand for sports betting in the Philippines. According to a survey conducted by TGM Research in October 2022, 38.91% of the population had engaged in sports betting activities within the last 12 months. Out of these, 83.29% placed their bets through the internet or mobile apps. Many were driven by the desire to win money, while others simply enjoyed the excitement that comes with it.
Macroeconomic Factors
Factors like the growing middle class and an increase in disposable incomes have opened a huge customer base for online gambling operators. Smartphones and cheaper internet connectivity have made it easier to access gambling platforms. Moreover, the increasing number of tourists interested in gambling has further driven demand for expansion and market growth.
Steps to Run Profitable Gambling Ads in the Philippines
Gambling is legal in the Philippines, and we know you’re excited to get started. But hey, there’s still a long way to go. You can’t launch the first campaign that comes to your mind. Gambling ads in the Philippines need to be strategized properly, and here’s how you can do it.
Understand your audience
It’s not that hard to find people involved in gambling in the Philippines.
Data from Start.io shows that 54.4% of the gamblers in the Philippines lie in the 18-24 age bracket. Younger adults prefer online gambling, while the older generation leans more towards traditional forms of gambling. It is also female-dominated, making up for 69.9% of the population, with men following behind with a 30.1% involvement. Out of these, the majority are casual gamblers, while the rest are high rollers.
The chance to earn easy money, be part of a social community, escape daily hardships, and a strong belief in lucky numbers and charms are the main motivators among players. They are willing to take risks, make impulse decisions, and chase losses, hoping for a balik-taya (win back).
Set your goals
You obviously have goals, and it’s essential to clarify them before launching gambling ads in the Philippines. Think of what you want to achieve by targeting this GEO.
- If you want more people to know about your platform, your goal could be to increase brand awareness.
- If you want more people to explore your platform, website traffic can be your goal.
- If you want to attract and convert potential players, lead generation campaigns can be effective.
- If you want more and more players to sign up, then a sales goal can work.
Knowing what you’re aiming for provides a direction and helps you focus better. Things will become much easier when you know where your campaigns are, what the success measures are, and what to do next.
Create your ads
The Philippines is a country that doesn’t shy away from gambling offers. In fact, they expect it. So you don’t have to be subtle either. Don’t hold back and go all out with your ad creatives. Here are three key elements that you should pay special attention to.
Ad Format
The way you present your ads plays a huge role in how it is perceived. While there are numerous ad formats, some just perform better in a market as crowded as the Philippines. 7Search PPC team has been analysing gambling ad campaigns on our platform for a long time, and we would recommend the following three ad formats:
- Banner Ads include visually appealing and static graphics meant to capture the attention of viewers. They come in a variety of sizes, with a focus on the image rather than the text.
- In-Page Push Ads are notification-like ads that pop up on the screen without any prior subscription required.
- Popunder Ads hide behind the current window and only show up once the user closes it.
Ad Copy
Writing ad copy for gambling ads is all about being engaging and persuasive. You want to attract attention, trigger curiosity or excitement, and get users to interact with the ad, all without crossing any legal or ethical boundaries.
Start by hooking your audience with triggers like thrill, luck, or winning. Highlight top offers, such as free spins, special discounts, bonuses, and exclusive games. Talk about player wins and end with a compelling CTA that drives the user to interact with the ad.
Visuals
Eye-catching visuals are everything if you want to find success with iGaming advertising. Since gambling ads in the Philippines are not uncommon, you need something exceptional that stands out.
Create a vibe that feels rewarding, appealing, and trustworthy. Use bright and bold colors with appropriate contrasts. Include casino elements like slot machines, spinning wheels, dice, playing cards, etc. Add any mascots and characters that align with your branding. And use money visuals like cash stacks, a jackpot, and sparkling gold that add a richer effect.
Remember that even gambling ads demand creativity. If you don’t want to be another face in the crowd, then you will have to work towards it.
Target and Bid
Targeting involves deciding who you want your ads to show up for, and bidding means how much you’re willing to pay for them.
On 7Search PPC, you can target based on location (country, state, and city), OS (Android, Apple, Windows, etc.), and device type (mobile, desktop, tablet). Opt for cities like Metro Manila, Angeles, and Cebu, where people gamble the most. Mobile gambling is also picking up speed, and can be a good option to target.
Bidding will vary depending on the goal, ad format, and the market demand. Decide how long you will run ads and adjust your bids according to your budget.
Launch and Test
It’s finally the time for launch. Once you do, make sure to keep an eye out for the analytics. Check how your gambling ads in the Philippines are performing and identify areas for improvement. We recommend testing multiple creatives and targeting options to determine which one yields the best results. Continue to optimize and update your campaigns based on market trends so that you always have something new to put forward.
How to Personalize Gambling Ads For the Philippine Audience
The Philippine audience demands ads that cater to them. Generalized and impersonal campaigns won’t really work if you wish to stand out. Here’s a breakdown of everything you can do to give a personal touch to your ads.
- Mix up the cultural context. Filipinos respond very well to light humor and a touch of nostalgia. So, make sure to incorporate that in your storytelling for better resonance.
- Incorporate Tagalog and regional dialects. This creates a sense of familiarity, making the user more likely to engage with your ad.
- Use local messaging. Taglines like ‘Suwerte mo ngayon!’ (You’re in luck today!) , and ‘Taya na, panalo ka dito!’ (Bet, you’ll win here!) work well.
- Highlight wins in Philippine pesos. This makes it easier for players to imagine how much they can actually win through games.
- Mention local payout options. GCash, Maya, and Coins.ph are some popular payment methods that are worth mentioning if you offer them.
- Use lucky numbers, signs, and symbols. For instance, the number 8 is considered to bring good fortune and wealth in the Philippines.
Mixing up these elements with the interests and preferences of the Filipino audience can do wonders for your iGaming ads.
Off-Limits for Gambling Ads in the Philippines
While gambling advertising is legal, there are still limits to it. Here is everything you need to be aware of before launching gambling ads in the Philippines.
- First, avoid targeting any minors, whether explicitly or indirectly. This includes any suggestive imagery, language, or themes that might target anyone under the age of 21.
- Second, be cautious of making misleading claims about the odds of winning, guaranteeing prizes, and exaggerating the benefits of potential gambling. Any message that portrays gambling as a solution to financial problems or a reliable way to make money is not allowed.
- Lastly, the ads must not enforce the idea that the outcomes of gambling activities depend on talent and skill. It should be framed as a game purely for leisure and entertainment purposes.
It is always better to be careful than to face penalties later on.
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Conclusion
The gambling market in the Philippines is bursting with potential- but only for those who approach it with strategy, creativity, and precision. If you want to get gambling traffic, simply showing up is not enough. You need to stand out. You set yourself up for success by understanding the market and the audience. Tailor your campaigns to fit the desires and preferences of your audience, without breaking any regulations, and you’ve found yourself a winning strategy. Start playing it smart, and the prize will follow!
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Frequently Asked Questions (FAQs)
Is gambling legal in the Philippines?
Ans. Yes, gambling is legalized in the Philippines. It is regulated by PAGCOR (Philippines Amusement and Gaming Corporation), which directly supervises and sets the rules for all local and international gambling platforms.
How can I comply with the regulations while running gambling ads in the Philippines?
Ans. Partnering with experienced ad networks that have in-depth knowledge of navigating the Philippine market will help you stay compliant throughout your campaigns.
What type of ad creatives work best for gambling ads in the Philippines?
Ans. Personalized ads that highlight special offers and thrill users in some way or another work best for gambling ads in the Philippines.
How to personalize gambling ads in the Philippines?
Ans. To personalize gambling ads in the Philippines, incorporate cultural elements, use Tagalog to convey your message, highlight wins in local currency (pesos), and incorporate lucky signs and symbols.
Are there content restrictions for gambling ads in the Philippines?
Ans. Gambling advertisers should not target any minors, make misleading claims, exaggerate the benefits of gambling, or picture it as the ultimate solution to all financial problems.
