Play’n Go condemns Covid-19 marketing

Slots developer Play’n Go has criticised a number of operators and affiliates for using its content and game imagery in connection with marketing campaigns that are exploiting the global novel coronavirus (Covid-19) pandemic.

Play’n Go did not name any of the parties involved, but said that the campaigns in question were attempting to encourage gamblers to increase their gambling spend and activities during the outbreak.

However, the developer also noted that the vast majority of it customers have been offering its content in a “socially responsible manner”.

“Play’n Go strongly condemns anyone seeking to profit from the pandemic, and we ask that immediate steps are taken to discontinue any such activities and reserve the right take additional measures to make sure this happens,” the developer added.

The supplier's announcement comes after a number of regulators and industry organisation set out measures to help ensure operator’s marketing activities remain social responsible throughout the outbreak.

Last week, British Gambling Commission chair Neil McArthur issued a message to online gambling operators, reminding them of the importance of consumer protection and responsible marketing amid the effects of the coronavirus.

This included operators and affiliates ensuring their marketing efforts do not “exploit the current situation for marketing purposes” and operators should “be very cautious” when cross-selling players on new verticals after the cancellation of all major sports.

Standards body the Betting and Gaming Council also published a new ten-point action plan to ensure its members keep customers safe during the coronavirus crisis, including strict measures for affiliates.

In addition, the Malta Gaming Authority (MGA) reminded licensees and their affiliates to be socially responsible with commercial communications during the pandemic, while Dutch regulator the Kansspelautoriteit has pledged to add €50,000 to any illegal marketing fine if the advertiser seeks to use Covid-19 to promote their offering.