The state of play of marketing in practise in the 21st Century : the actual marketing practises in the iGambling industry in Malta from a classical marketing perspective

Abstract

The objective of this study is to gain a better insight in the Marketing Orientations in the iGambling industry in the 21st Century. The research illustrates background information of the iGambling sector and shows the Marketing Philosophy of three important iGambling companies. The Methodology used for this research included direct structure open-ended depth interviews as primary data. As secondary data the study was based on the most actual data of industry reports and White Papers in order to justify the marketing approaches and clarify the framework of the analysed sector. The findings showed that the iGambling industry’s Marketing Orientation follows a philosophy that uses different elements of the Classical Marketing Orientations. The limitations of the study are that it provides only general insights in the iGambling Marketing Philosophy and does not focus in detail on their specific marketing practises. Being a relatively new sector the author chose to take a general approach, since the sector has a very dynamic environment. The research provides a guide and impressions of the state of play of the remote online Marketing Philosophy. This can result in providing new perspectives for future strategies approaches in the iGambling sector.