Die Markenstrategie des Deutschen Lotto-Toto-Blocks unter dem Einfluss des Bundesverfassungsgerichts

Sport betting is in Germany, like other public lotteries, strictly regulated as a state monopoly. This state monopoly has been declared as an illegitimate fiscal monopoly by the German Supreme Court (Bundesverfassungsgericht) in March 2006. Following this sentence, a state monopoly in future has to maximize players’ protection and prevention of pathological gambling to be legally admissible. Marketing and distribution policies must be in line with this general aim. The present paper is the first one in analyzing the marketing strategy of the public Lotto companies and hereby discussing existing goal conflicts with the requirements of the Supreme Court. -- Gambling ; sports betting ; brand marketing policy ; sports economics ; state lotteries - Glücksspiel ; Sportwetten ; Markenstrategie ; Sportökonomie ; staatliche Lotterien