theScore Bet, a subsidiary of Penn National Gaming, has launched Bet Mode Responsibly, its responsible gaming campaign, in the Canadian province of Ontario.
The new campaign features comedian Susie Essman, actor Rex Lee and theScore TV alum Gerry Dee, who were all part of the operator’s original ‘Get Into Bet Mode’ marketing campaign ahead of the launch of online sports betting and igaming in Ontario last month.
Bet Mode Responsibly drives awareness for ConnexOntario and reinforces responsible gaming messaging such as: setting time and spending limits; not betting when stressed or upset; and only betting within your means.
The campaign also introduces the Smarter Betting Hotline, which can be accessed at 1-888-SCOR-BET.
“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,” said Aubrey Levy, Senior Vice President, Marketing and Content, theScore.
“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.”
Lecy 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 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.”
For its responsible gaming campaign, theScore Bet sought guidance from the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG).
The campaign also includes social and digital ads that will be marketed across theScore and theScore Bet’s channels.
Shelley White, CEO of the Responsible Gambling Council, 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.”