TheScore launches Ontario-focused responsible gambling campaign
Penn National Gaming subsidiary debuts new “Bet Mode Responsibly” campaign in partnership with the RGC and NCPG
TheScore has confirmed the launch of a new Ontario-dedicated responsible gambling campaign “Bet Mode Responsibly”, aiming to encourage safer gambling among Ontarians.
The campaign focuses on a new “Smarter Betting Hotline” which has been created by theScore in partnership with the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG).
The campaign will be marketed across theScore and theScore Bet-owned channels.
The hotline features comedian Susie Essman, alongside actors Rex Lee and Gerry Dee, who offer “Smart Tips to Bet Responsibly from Not-So-Smart People,” acting in a humorous way in order to encourage responsible behavior.
The trio provide real tips for betting responsibly, acting as the same characters they portray in theScore Bet’s ‘GET INTO BET MODE’ marketing campaign.
The hotline aims to reinforce key responsible gaming messaging, including setting time and spending limits, not betting when stressed, upset, or betting beyond your means.
It also serves to signpost theScore Bet users to Connex Ontario, a mental health, addiction, and problem gambling services provider working in the province.
TheScore senior VP of marketing and content Aubrey Levy highlighted the need to promote RG, not only from a company perspective but to also respond to the regulatory requirements set out by the Alcohol and Gaming Commission of Ontario (AGCO).
“Responsible gaming and player education is embedded into our entire operation and it was important to us to roll out a dedicated RG campaign in connection with our Ontario launch,” Levy explained.
“While helping those with gambling problems is a core component of a responsible gaming program, RG is also about educating the market at large on how to keep gaming fun and playing responsibly.”
He continued: “As with our overall campaign, we wanted to deliver that message in a way that is authentic and engaging, resulting in this campaign taking a different approach from the more traditional RG communications people are used to seeing.
“Utilizing our well-known BET MODE characters, we’re aiming to promote RG and player education in an interactive and entertaining way.
“We applaud the AGCO and iGO [iGaming Ontario] for making responsible gaming a cornerstone of Ontario’s regulated market and we intend to be at the forefront of RG education and promotion in our home province,” Levy added.
The launch of the dedicated campaign drew praise from RGC CEO Shelley White, who added: “RGC commends theScore Bet’s commitment to responsible gambling and supporting player education.
“Through this campaign, theScore Bet is highlighting the importance of using safer play strategies in an innovative way,” she added.