SMS Marketing for the Gambling, iGaming & Casino Industry

SMS Marketing for the Gambling, iGaming & Casino Industry (2025)

Executive summary

SMS remains one of the highest-attention, fastest-acting channels in gambling and iGaming. Typical read rates hover in the ~98% range and response rates materially outpace email, making it ideal for time-sensitive offers (in-play boosts, deposit reminders, KYC nudges, risk checks, etc.). But performance comes with responsibility: regulators now require explicit, channel-level consent, transparent terms, age-gating, and easy opt-outs—breaches carry multimillion-dollar penalties. Done right, SMS can lift activation, first-time deposits (FTD), re-deposits, and LTV—especially when orchestrated with email, push, and in-app messages.

1) Why SMS matters in gambling

1.1 Instant attention and responses
Recent roundups place SMS read rates at ~98% and response rates around ~45%—orders of magnitude higher than typical email response rates—which is why operators use it for urgent, moment-driven communications. Textdripnotifyre.com

1.2 Always-on mobile audience
Texting volume continues to be massive: in the US alone, people exchanged ~2.1 trillion SMS in 2023. Sportsbooks and casinos benefit directly because moments of intent (kick-off, cash-out, odds changes) happen on mobile. ctia.org

1.3 Market tailwinds

  • Global & regional growth. H2 Gambling Capital estimated the global gambling industry at $536bn (2023) with a further ~7% growth in 2024; regulated global sports betting GGR was forecast at $94bn for 2024, ~65% online. In the US, online sports betting/iGaming net win and handle continued to expand in 2024–2025. h2gc.com+2h2gc.com+2

  • Africa & Nigeria. Africa’s online gambling was valued around $1.85bn in 2024; Nigeria’s online market alone is projected near $500m in 2025 with sports betting dominant—mobile access and fintech rails are key drivers. SCCG ManagementFocus Gaming News

1.4 Conversion economics
Benchmarks vary widely by brand and offer, but multiple summaries report strong ROI (some cite $70+ ROI per $1 on SMS across sectors) and notably higher CTR/CVR than email when urgency is high. Treat these as directional, not guarantees; your regulated vertical and consent rules will moderate outcomes. TextellentSMS Marketing Services

2) Where SMS wins in the player lifecycle

Acquisition (within compliance limits)

  • Real-time promos during big events or local derbies to nudge registration or KYC completion.

  • FTD nudges with clear, transparent bonus terms (min odds, wagering requirements, expiry). UK guidance requires “significant T&Cs” be clear at the point of promotion. ASAGambling Commission

Activation & onboarding

  • KYC / document reminders (with secure deep links).

  • First bet prompts tied to user’s stated team/league preferences.

In-play engagement

  • Live odds alerts, cash-out availability, and bet builder prompts during the match. (Time sensitivity is precisely why SMS outruns email here.) InTarget

Retention & re-activation

  • Deposit reminders timed to payday patterns or pre-match windows.

  • Win/loss-aware offers (responsibly messaged) and cool-down content to promote safer play.

Omnichannel lift
Coordinating SMS with email and push can increase engagement (e.g., case studies reporting double-digit lifts when SMS is added to the mix). Use SMS for urgency, email for detail, and push for instant in-app actions. InTargetOneSignal

3) Compliance: what you must get right (by region)

3.1 Core principles (apply everywhere)

  • Freely given, specific, informed consent for SMS marketing; easy opt-out in every message.

  • Channel-level controls (SMS separate from email/push) and product-level controls (sports vs. casino vs. poker). UKGC now requires per-product, per-channel options that default to opt-out at registration and remain editable. Gambling Commission

  • Transparent terms for bonuses/free bets (show significant T&Cs in the ad or immediately accessible), no undue pressure, protect vulnerable groups, and age-gate to 18+. Gambling Commission+1ASA

3.2 United Kingdom / EU

  • PECR (UK): Restricts unsolicited marketing by text; consent is generally required for individuals. ICO

  • UKGC Marketing Rules: “Open and transparent marketing,” consent, and significant T&Cs; ASA/CAP rules add social-responsibility limits (no youth appeal, no financial rescue claims, visible T&Cs). Gambling CommissionASA+1

3.3 United States

  • A2P 10DLC registration for brand/campaigns using local long codes; strict consent and opt-outs are part of carrier rules. Non-compliance harms deliverability. Twilio Help CenterGetTerms

3.4 Nigeria

3.5 South Africa

  • WASPA Code of Conduct. Binding rules for SMS marketing—including consent, clear pricing, and complaint handling—and gambling is tightly controlled across networks (short code provisioning recommended). waspa.org.zabulksms.comSalesforce

3.6 Australia (illustrative risk)

  • ACMA enforcement: In 2025, a major operator was fined AUD $4m for sending promotional SMS/WhatsApp to VIPs without proper consent/sender info. Shows the cost of getting consent hygiene wrong. News.com.au

Bottom line: Build a granular consent vault, log proofs, enable per-product/per-channel toggles, and ensure message-level opt-out. Push all bonus SMS through a significant-terms check pre-send.

4) Message playbooks (data-backed)

4.1 Acquisition & FTD

  • Template: “Hi {{first_name}}, complete your account to claim {{bonus_name}}. Min odds {{x}}, wagering {{y}}x, expires {{date}}. 18+. T&Cs: {{short_url}}. Reply STOP to opt out.”

  • Why it works: Clear incentive, deadline, and significant terms; reduces ASA/CAP risk and UKGC scrutiny. ASAGambling Commission

4.2 Pre-match reminders

  • “Kick-off in 30m: {{teamA}}–{{teamB}}. Get a same-game parlay boost until KO. 18+ T&Cs: {{url}}. Reply STOP to opt out.”

  • Tie to known interests and send inside the 30–90 minute window before play; SMS’s immediacy beats email here. InTarget

4.3 In-play alerts

  • “Live: {{player}} anytime scorer boosted to {{odds}}. Offer ends at HT. 18+. T&Cs: {{url}}. STOP to opt out.”

  • Limit frequency to ≤1 per half unless user is highly engaged; excessive alerts trigger unsubscribes and regulatory attention. (Regulatory guidance discourages undue pressure/urgency; keep copy factual.) Mishcon de Reya LLP

4.4 Cash-out & safer-gambling nudges

  • “Partial cash-out available on your {{bet_name}}. Check status: {{deep_link}}. 18+. Play responsibly: {{RG_link}}. STOP to opt out.”

  • Always include responsible gambling links; several codes require it in gambling marketing. Advertising Standards Authority

4.5 Dormant reactivation

  • “We miss you. Get a deposit match {{x}}% this weekend. Wagering {{y}}x. Ends {{date}}. 18+. T&Cs: {{url}}. STOP to opt out.”

  • Percentage framing often outperforms fixed amounts for conversion in SMS. attentive.com

5) Segmentation & timing (what the data suggests)

  • Segment by product & intent: sports vs. casino vs. live dealer; tailor odds-change vs. jackpot reminders accordingly. (UKGC explicitly requires per-product marketing choices.) Gambling Commission

  • Geo & event calendars: align sends to local leagues, national lotteries, or payday cycles.

  • Recency & value tiers: different cadences for New, Active, At-Risk, Dormant; cap frequency (e.g., 2–4 promo SMS/week for actives; 1–2/week for dormant) and always allow “Snooze.”

  • Real-time windows: pre-event 30–90m; in-play within context; post-event within 5–15m (cash-out results, win notifications). InTarget

  • A/B copy levers that consistently move CVR: scarcity/urgency (used carefully), second-person (“you/your”), percentage-based offers. attentive.com

6) Metrics that matter (and realistic ranges)

  • Deliverability rate (messages delivered ÷ submitted). Watch carrier filtering; register A2P 10DLC in the US to maintain throughput. Twilio Help Center

  • CTR / tap-through from SMS (10–30% ranges are often cited across verticals; your mileage will vary with offer quality and compliance copy). SMS Marketing Services

  • Conversion rate (deposits or bets ÷ delivered). Public “averages” vary wildly—treat any “21–32% average” claims skeptically; focus on your own baselines and incrementality testing. txtcartapp.com

  • Unsubscribe rate (per send and rolling 30-day).

  • Spam/DND blocks (Nigeria) and complaint rate (WASPA/ASA/UKGC). Nigerian Communications Commissionwaspa.org.za

  • Economic KPIs: FTD rate, re-deposit rate, average bet per active, bonus cost per net win, LTV:CAC.

7) Risks & how to avoid them

  • Consent gaps. Maintain event-level proofs (when/where/how consent was captured), and synchronize preferences across CRM, ESP, and SMS gateway. UKGC requires per-product, per-channel. Gambling Commission

  • Opaque promotions. Missing significant terms is a common trigger for ASA/CAP actions; include min odds, wagering, cap, expiry, eligible markets, and 18+ in the SMS (link to the full terms). ASAGambling Commission

  • Targeting minors / vulnerable people. Age-gate your database and suppress youth-appeal content; several ASA rulings show the bar is strict. LawNowmarketinglaw

  • Regulatory penalties. The ACMA case (AUD $4m fine) shows that even VIP programs must follow consent and sender-ID rules. News.com.au

  • Carrier & ecosystem shifts. A2P fraud and rising international termination rates are pressuring deliverability and costs—work with reputable aggregators, register correctly, and monitor traffic patterns. Company name

  • Nigeria DND reach loss. Expect lower reachable volume on promotional routes; design ALWAYS-ON opt-in journeys in-app and on web, educate users on DND controls, and use approved routes. Nigerian Communications CommissionDubawa

8) Technology stack & data design (operator/affiliate)

8.1 Core stack

  • Consent & preference center: per-product (sports/casino/poker), per-channel (SMS/email/push/call), per-jurisdiction (UK, NG, ZA, US). Store legal basis + timestamp + source. Gambling CommissionICO

  • CDP/CRM + decisioning: eligibility (age, jurisdiction), value tiering, RG flags, event streaming (odds changes, cash-out).

  • Messaging layer: registered A2P 10DLC (US), local short codes where required (e.g., ZA), DND-aware routing in Nigeria. Twilio Help Centerbulksms.comNigerian Communications Commission

  • Compliance services: suppression lists, auditable logs, link-level disclosures, geo/IP checks.

8.2 Data you’ll actually use

  • Product affinity, league/team interests, usual bet window (pre-match vs. in-play), deposit method & cadence, bonus sensitivity, responsible gambling status, KYC stage, geo/timezone.

9) Responsible gambling in SMS

  • Always include 18+ and RG links; many codes mandate a responsible gambling message and signposting to help resources (e.g., Ireland’s rule 10.10; apply the same spirit elsewhere). Advertising Standards Authority

  • Tone control: avoid implying gambling solves financial or personal problems; ASA has repeatedly banned such messaging. The Guardian+1

  • Frequency caps: cap per day/week; suppress during self-exclusion or cooling-off periods.

10) Execution checklists

Before you build

Every campaign

  • Confirm audience eligibility (18+, jurisdiction-allowed).

  • Add significant T&Cs inline + short link to full T&Cs. ASA

  • Include STOP (or local equivalent) in every SMS; log opt-outs immediately (and DND respect in NG). Nigerian Communications Commission

  • Rate-limit messages; avoid undue pressure. Mishcon de Reya LLP

Measure & learn

  • Track deliverability, CTR, conversion (FTD, bet placement), unsubscribes, complaint rate, and incremental lift vs. hold-out.

11) Sample high-compliance SMS library

  1. Registration → FTD

“Hi {{name}}, finish setting up your {{Brand}} account to unlock {{bonus}}. Min odds {{x}}, wagering {{y}}x, expiry {{date}}. 18+. T&Cs: {{short_url}}. Reply STOP to opt out.”
(Contains significant terms and easy opt-out.) ASA

  1. Pre-match (interests known)

“{{TeamA}} vs {{TeamB}} in 45m. Same-game parlay boost live till KO. 18+. T&Cs: {{url}}. STOP to opt out.” InTarget

  1. In-play live odds

“HT boost: {{Player}} anytime scorer now {{odds}}. Ends at 60’. 18+. T&Cs: {{url}}. STOP to opt out.” (Avoid manipulative urgency.) Mishcon de Reya LLP

  1. Cash-out reminder (+RG)

“Cash-out available on your bet. Review: {{deep_link}}. 18+. Play responsibly: {{RG_link}}. STOP to opt out.” Advertising Standards Authority

  1. Reactivation (percentage offer)

“{{name}}, back this weekend? Deposit match {{x}}% up to {{cap}}. Wagering {{y}}x, ends {{date}}. 18+. T&Cs: {{url}}. STOP to opt out.” (Percentage framing tends to lift CVR.) attentive.com

12) Real-world signals & case notes

  • Omnichannel matters. Operators report better engagement/lift when SMS complements email/push (e.g., +25% engagement, +15% deposits in a published case). InTarget

  • Personalization helps. Sportsbooks cite value in timely, relevant alerts across channels; OneSignal and others highlight this for betting apps. OneSignal

  • Compliance failures are costly. The ACMA’s AUD $4m fine is a clear warning to get consent, sender ID, and opt-outs right—even for “VIP” cohorts. News.com.au

13) Country quick-reference (selected)

  • UK: PECR consent for SMS; UKGC requires per-channel/per-product controls set to opt-out by default; ASA/CAP require significant T&Cs and social-responsibility limits. ICOGambling Commission+1

  • US: A2P 10DLC registration for long codes, strict opt-in/opt-out; carrier enforcement impacts throughput/deliverability. Twilio Help Center

  • Nigeria: DND 2442 system; promotional SMS reach is impacted unless recipients ALLOW categories; always include opt-out and respect status. Nigerian Communications CommissionDubawa

  • South Africa: WASPA Code; short-code programs and clear SMS marketing rules; operators should follow code and MNO policies. waspa.org.zabulksms.com

  • EU (general): Treat like UK—explicit consent, purpose limitation, and easy opt-outs; adapt to each state’s gambling regulator. (Use UK references as a high bar.) ICO

  • Australia: ACMA Spam Act enforcement—consent and functional unsubscribe are mandatory. News.com.au

14) Advanced tactics that work

  • Predictive timing for deposit nudges based on user’s historical bet times and payday cycles.

  • Event-driven triggers (e.g., odds shorten for a user-followed team → instant SMS).

  • Spend controls in-message (“Set your limit here: {{link}}”) to promote safer play and reduce complaint rates.

  • Localized content (fixture names, timezones, league naming conventions) and A/B tested calls-to-action.

  • Link hygiene: branded short domains, pre-expanded preview pages with key terms (improves trust and satisfies transparency guidance). Gambling Commission

15) Practical campaign calendar (sportsbook example)

  • Weekly rhythm:

    • Mon–Tue: reactivation offers (percentage-based), casino cross-sell (opt-in only). attentive.com

    • Wed–Fri: pre-match reminders for weekend fixtures based on user interests. InTarget

    • Match day: one pre-match, ≤1 per half in-play (only for engaged users).

    • Post-match: cash-out or results + RG message. Advertising Standards Authority

  • Major events (AFCON, EPL openers, Super Bowl): build journey with SMS anchors + email detail + push immediacy; seed opt-ins weeks ahead.

16) Governance & auditing (what to document)

  • Consent event logs (timestamp, IP/app page, product/channel scope). Gambling CommissionICO

  • Copy approvals (legal & RG reviews), including the significant terms checklist. ASA

  • Suppression logic (self-exclusion, cooling-off, DND, high-risk markers). Nigerian Communications Commission

  • Opt-out mechanics (keyword list, auto-confirmation, SLA to apply across systems).

  • Jurisdiction routing maps (A2P registration IDs, short codes, local sender IDs). Twilio Help Centerbulksms.com

17) What good looks like (targets to iterate toward)

  • Deliverability ≥ 95% on compliant routes;

  • Unsubscribes ≤ 0.5–1.0% per promo send;

  • CTR 10–25% on pre-match, 15–35% on in-play;

  • FTD uplift vs. no-SMS control during priority windows;

  • Complaint rate (regulator/MNO) near zero;

  • Net incremental revenue > cost (incl. bonus burn).

(Use these as starting yardsticks; design hold-outs to measure causal lift.) SMS Marketing Services

18) Final word

SMS can be a regulated operator’s sharpest conversion tool—provided you earn and honor consent, state terms clearly, protect vulnerable users, and send with surgical relevance. Markets are growing, mobile is dominant, and real-time betting demands a real-time channel. Execute with discipline and your SMS program will add reliable lift to deposits, bets, and lifetime value—without inviting regulatory risk.

Sources

If you want, I can tailor this into a country-specific playbook (e.g., Nigeria with DND routing and local sender ID considerations) or a sportsbook-only version with EPL/UEFA event cadences and ready-to-send message templates.

admin

Head, Product

TwitterFacebook

Related Posts