According to the recent study conducted by Ebiquity, TV ads that promote online betting have grown four times in the last two years. The study suggests that the value of ads, particularly the bookmaking sites increased from a whopping $12 million to $45 million from 2010 to 2012. Greens senator Richard di Natale proposed in February an inquiry into the promotions and ads of betting products and services in the Australian sports industry. The study corroborates the concerns that the senator had claiming that viewers have been surrounded by all the gambling ads and betting odds every time they watch sporting events. The study reveals that there were 528 individual ads for online betting shown on free to air television stations as well as some digital channels in the year 2012 alone. These ads were played on the stations more than 20,000 times while those on pay TV channels showed even more. Among the bookies that topped the list is Tom Waterhouse. The study says that this gambling and horse racing clan did not yet start advertising in 2010. It was only in February 2011 when this tycoon promoted the betting website in anticipation for the official launch that was set in April 2011. The operator primarily aired the ads on the radio and eventually played it aggressively on television. Centrebet and Sportingbet are among the major competitors of Waterhouse. The way the campaigns were delivered also had changed drastically. On what were once functional ads were shifted into emotional ads. It showed the online betting firms’ attempt to give some personality to their brands. This style has been apparent as well with two firms like bet365 and Centrebet. Waterhouse reiterated that he was born to bet. The insight director for Aaron Rigby says that the emotional approach does make sense for online betting firms and gambling sites like slots.co. This is because they can’t deliver price led messages to players as it will surely drive them down. Players choose the betting provider according to the gaming experience they deliver and what makes it unique. Waterhouse claimed that about 160,000 people are now using the site that is 3,000 more than the last two years. He said that he is aiming for 50,000 more domestic customers. However, the tycoon says that he has not yet broken even considering the fact that his spends $25 million for the yearly ads alone.