MARKETINGOF

GAMBLING BONUSES

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NEW GUIDELINES

CHALLENGESThe global gaming industry is highly competitive and with limited product differentiation

Licensees differentiate typically in marketing

Bonus offers has since the industry's beginning been the primary competitive factor and estimated 90-95% of new customers obtained from a bonus offer

Likewise, bonuses the primary tool to reactivate customers who have not used their account in a while

MARKETING SPEND 2012Gross spend 2012: 500M DKKInternet: 250M DKK

BEGINNING

Only your first placed bet qualifies for the promotion, and it must be matched for £/€25 or more. If the qualifying bet loses, £/€25 will be credited to your Betfair account.

In the event that two bets are placed at the same time, the first settled bet will be the qualifying bet. In the event your first qualifying bet wins, there will be no credit to your account.Qualifying bets must be placed within 21 days of registering your new Betfair account and qualifying bets must settle within 21 days of being placed.

Unmatched, unsettled or voided bets will not count towards this promotion.Betfair will endeavour to credit your account within 48 hours of the qualifying bet being settled.'Matched' means offered and accepted on a market of the www.betfair.com website and refers to the stake of a back bet or the liability of a lay bet.

By entering this promotion you agree to be bound by the above terms and Betfair's Standard Terms Applicable to Promotions, Competitions, Tournaments and Events.Betfair Standard Terms & Conditions apply.

UK EXPERIENCE

COMMUNICATING CONDITIONS When and where to communicate significant conditions?

Before or at the time of entry

Depends on medium/channel

Limited space or time?

Must include as much information about significant conditions as practicable

Must direct consumers clearly to an easily accessible alternative source where all significant conditions are prominently stated.

Must be able to retain those conditions or easily access them throughout the promotion.

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ONE CLICK AWAY…. From the sponsored link / banner, one click takes you to a landing page Significant conditions highlighted plus link to full terms and conditions Short references to significant conditions

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• Geographical restriction

• Bonus wagering

• Deadline to complete

• Game weightings

• Restriction on withdrawals

DK GUIDELINES PRINCIPLES Conditions must be presented in a clear and

transparent manner in close proximity to the bonus offer

Conditions / restrictions and provisions must be included in the initial presentation of the bonus offer and in the same medium in which it is being promoted

Conditions of the offer must be correct, accurately worded and relevant

Conditions must not be capable of generating potential misunderstandings, ambiguities or misinterpretations

Conditions should not contain unnecessary information Provisions or conditions / restrictions contained in an

offer must be presented to the public in such a way that they have approximately the same degree of communicative impact as the offer itself

EXCEPTION – LIMITED SPACEIf limited space due to medium it can be OK to

reference to different medium for additional information

BUT!!

Bonus offer shall be described clearly, accurately and in a balanced manner with respect to the benefits, provisons and conditions / restrictions

If significant limitations are associated with the offer it will be insufficient to refer customers to a different medium

SIGNIFICANT RESTRICTIONSWhen the bonus applies to a restricted group,

such as to new customers onlyWhen a deposit is required before a bonus can

be receivedWhen play-through requirements must be met

before a bonus can be received, including information about games that might not count towards the wagering calculation, or which must be played at minimum odds before they can count towards the play-through requirement

Time limits affecting the receipt of a bonus, such as the expiry of the bonus, or a play-through requirement relating to a specified period

MEDIA LIMITS1) No limit in spacePrint advertismentsE-mailsWeb sites

2) Limited spaceTV & cinemaSMSSmall print advertisments

3) Very limited space Banner advertismentsAdwordMobile advertismentsRadio

NOT LIMITED IN SPACE(Print, e-mail, web sites)The offer and its associated

restrictions can be described fully.

It is acceptable to include links to the full conditions using the same medium (web sites, e-mail)

All conditions applying to the offer must be described in the advertisement itself (print)

EXAMPLE: PRINT WRITTEN TEXT: 100% deposit bonus. This offer is open to new players. The bonus campaign covers the period [specified period]. The offer is valid for the first deposit, which will be matched with a 100% bonus up to a DKK 2000 maximum. The bonus will be credited to your account within 3 days of your first deposit. All bonuses must be wagered at least 3 times in sports betting at minimum odds of 1.7 before a withdrawal or a transfer to any other products can be made. You have 60 days from the receiving the bonus in which to meet the necessary play-through requirements. You can read more about the offer, rules and conditions on our website, [www.].”

LIMITED SPACE(TV, cinema, SMS, small print ads)The wording must be presented in such a way

that a player can realistically read it (TV, cinema)

A message which describes an offer with attached restrictions is worded clearly, accurately and in a balanced manner (SMS)

A lesser degree of detail is acceptable. However, it is a prerequisite that the message contained in the bonus offer should still be expressed clearly, accurately and in a balanced manner (small print ads/banner ads)

EXAMPLE: TV & CINEMA SPEAKER and / or WRITTEN TEXT:

“(...) This offer is restricted to new customers. Deposit DKK 100 or more and receive a 100% bonus, up to a maximum of DKK 1000. Valid only for certain games. Play-through requirements, time limits and other conditions apply. For more information, visit [www.].”

VERY LIMITED SPACE (Adword and banner advertisements)

EXEPTIONS APPLY

Sufficient for the advertisement to clearly mention that there are conditions attached to the bonus offer, and for the advertisement to include a direct link to the relevant conditions / restrictions and the bonus offer in its entirety (not just general web site)

EXAMPLE: ADWORD“Welcome bonus of DKK 1000.[www./]NOW: Bonus of DKK 1000 ]. Conditions apply. View them here [direct link].”

RADIOEXEPTIONS APPLYsufficient for the advertisement to

mention that deposit and play-through requirements apply if these conditions are being imposed in practice

advertisement must mention that other conditions / limitations apply to the bonus offer, and must state where these conditions / limitations, as well as the offer in its entirety, can be read

EXAMPLE: RADIOANNOUNCER: “(...) Receive a DKK 200 bonus when you make a deposit. Play-through requirements and other conditions apply. Visit [www.] today and read more about the offer and the conditions attached.”