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The Guardian - AU
The Guardian - AU
National
Henry Belot

Sportsbet is targeting young women on TikTok to diversify male client base, experts say

Sportsbet TikTok Rihanna Super Bowl VGCCC
Rihanna performs during the Super Bowl halftime show
Sportsbet used TikTok to draw attention to novelty markets on Rihanna at the Super Bowl, including what she would wear and how long she would sing for. Photograph: Kevin Mazur/Getty Images for Roc Nation

The online gambling company Sportsbet is using TikTok to target young women with advertising designed to diversify its predominately male client base, according to gambling researchers and marketing experts.

Gambling promotions are banned on TikTok but late last year the Chinese-owned social media company agreed to allow Sportsbet to target Australian users as part of a strictly controlled trial.

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