Today, Casino Guru News sits down with Dennis Algreen, one of the judges in The Most Ethical Marketing Approach category for the upcoming Casino Guru Awards 2025. Algreen speaks about the importance of turning ethical marketing into a core practice rather than a communications strategy. He also shares his thoughts on industry trends, regulatory challenges, and what he hopes to see from this year’s award contenders.

Q: Dennis, you are part of one of the most formidable media and event juggernauts our industry has come to know, having specifically worked in the marketing department. Can you tell us more about the role ethical marketing plays in the industry today?

Ethical marketing practices do and should be a significant concern for the industry. Gambling of any kind is already a contentious subject in most markets and as an industry we have an obligation to ensure proper ethics are always a top priority - that of course also includes marketing and communication. Modern consumers (Millennials especially) have been shown to prioritize ethical practices in their product consumption in general - so there is plenty of incentive to make this a significant part of your strategy in highly competitive markets.

Q: Do you think ethical marketing is widely embraced by the industry, or is there still some uncertainty about what it truly means?

I think as with everything that relates to "ethics" it is usually subject to some interpretation, but especially in regulated markets we do see compliance, player protection and ethics being treated as a top priority in marketing output. I am confident that all companies understand the basic notion that values like honesty, trustworthiness, transparency, fairness and respect are important factors to align your marketing strategy and execution with.

Q: Do you think a platform like the Casino Guru Awards can help amplify the need for ethical marketing, and what more could such a format do to achieve that goal?

Absolutely, as an event organizer ourselves at SBC, we definitely understand and are very conscious that we play a key role in "setting the agenda" and can add a positive influence on what the focus areas are for industry companies and stakeholders - so focusing something like awards and conference agendas on celebrating those that put a really strong effort into ethical marketing can only push the industry in the right direction.

Q: In a similar vein, do you believe that being shortlisted or winning in this category could influence how companies approach their marketing strategies going forward?

A: While it is hard to say how immediate and direct the impact will be, I do know that most companies will be looking for inspiration from high profile and successful competitors, and if strong efforts around ethical marketing is celebrated and highlighted, it is likely over time to "guide" other companies more in this direction.

Q: Do you think consumers and regulators believe that "ethical marketing" exists in the first place? There is a lot of talk about potentially banning most forms of marketing incentives—one recent example is Brazil, and the United Kingdom is engaging in a similar discussion.

I have to believe that neither consumers nor regulators are naive enough to not understand the difference between ethical and unethical marketing. I think in some markets politicians and thus regulators are choosing to forgo much of a conversation and consideration of ethical marketing practices and skip straight to marketing bans and restrictions - as these are quite frankly much more tangible and implementable in legislation.

Q: What can companies do to demonstrate that their gambling messages are genuinely ethical, in your opinion?

I think there are kind of two sides to ethical marketing. On the one hand, it is simply showing that marketing messages, campaigns and communication are based on a level of honesty and respect towards the audience (players/consumers). On the other hand, ethical marketing also cannot be purely a communication strategy but has to be based on actual business practices with an ethical focus. So marketing teams can create credible and legitimate messages around those ethical business practices their companies exhibit.

Q: Can you provide examples of ethical marketing that you believe serve as a blueprint for how companies can broadcast their messages more responsibly?

A: One industry that has seen a surge of strong efforts in this area is the coffee industry. The product is most often sourced from some of the poorest parts of the world and a lot of companies have started focusing a lot on the ethical sourcing of their coffee - ensuring both environmental sustainability, fair payment and conditions for the farmers and workers and increases support for suppliers in times of disruptions caused by climate changes. It has become a very prolific part of the marketing and messaging for these companies - to ensure consumers that truly care about these elements can make educated decisions. This is a direction we could take some excellent lessons from in gambling and betting - as long as it is properly supported by action and proper policies for the businesses.

Q: What are your expectations for the contenders in this category in the upcoming edition of the Casino Guru Awards?

A: I expect to see some creative and innovative examples of ethical marketing and business practices, maybe with some great inspirations drawn from other industries. I hope and expect to see a lot of strong examples that I am probably barely aware of currently - further highlighting the need for a focus on this element. Examples should be supported by strong reasoning and data - showcasing why an ethical approach is both viable and even profitable.

Image credit: Casino Guru News