Addressing Concerns About Gambling Advertising in Ontario: OLG’s PlaySmart Campaign
Since the opening of the online gaming and sports betting market to private operators in Ontario in 2022, there has been a significant increase in gambling advertising throughout the province. With this surge, many Ontarians have voiced their concerns about the potential impacts on problem gambling and the overall health of gaming culture in the region. In response to these rising worries, the Ontario Lottery and Gaming Corporation (OLG)—a leader in responsible gambling initiatives—realized the need for a distinct counterpoint to the growing volume of gambling promotions.
The Launch of PlaySmart: A Responsible Gambling Initiative
OLG’s new mass campaign, developed in collaboration with TBWA\Canada, centers around their responsible gambling program, PlaySmart. The core objective of this campaign is to emphasize that PlaySmart is always available to ensure that players can enjoy their gaming experiences while staying in control. The campaign’s fresh tagline, “With you every step of the play,” encapsulates this commitment to support players through their gambling journey.
At the heart of the campaign is the introduction of the PlaySmart Advisor—a relatable character designed to serve as the ultimate resource for players interested in engaging responsibly with gambling. Much like the PlaySmart program, this Advisor aims to be a guiding presence, ensuring that gaming remains an enjoyable endeavor rather than a source of distress.
Targeted Messaging for High-Risk Players
Recognizing the specific risks associated with high-risk gamblers, a segment of the campaign strategically focuses on this demographic. Targeted advertisements highlight essential PlaySmart tools, such as budgeting resources, customized play limits, and reminders for play breaks. These features aim to empower players to make informed decisions and to promote a culture of responsible gambling.
Utilizing Humor to Engage Players
One innovative approach taken by the campaign is the use of humor as a tool for outreach. Sarah Deziel, Associate Creative Director at TBWA\Canada, stated, “When it comes to gambling, we know it could be hard for players to admit they have a problem. So for our message to break through, we wanted to disarm them with humor.” By incorporating lighthearted elements, the campaign seeks to engage its targets more effectively, making them more receptive to the vital tools and resources PlaySmart offers.
Fostering Positive Gambling Habits
Catherine Meade, OLG’s Vice-President of Community, Sustainability, and Social Responsibility, echoes this sentiment, noting that in today’s dynamic environment, OLG’s PlaySmart program is at the forefront of helping players understand risks and develop healthy gambling habits. By providing vital services such as budget-setting tools and initiatives to promote positive play, PlaySmart empowers individuals to make conscious gambling decisions. This way, OLG ensures that gambling remains an entertaining activity that does not spiral into harmful behavior.
Expanding into Sports Betting
With all four major sports leagues actively participating, the campaign has extended its reach to sports bettors. A prominent feature, cleverly titled “The Sports Bettors Draft,” aims to address risky gambling behavior amongst sports fans. In a fun twist, gamblers “drafted” by PlaySmart will find themselves offered the necessary tools and resources to engage more responsibly with their bets, thereby ensuring that sports viewing maintains its entertaining spirit.
A Comprehensive Media Strategy
The PlaySmart campaign is slated to run across Ontario until February and will be visible through various channels, including TV, digital platforms, and social media. The initiative will also have a presence on DAZN, a popular sports streaming platform, to further spread its critical message. All media buying for this comprehensive campaign was expertly managed by EssenceMediacom.
Conclusion
OLG’s PlaySmart campaign is a significant step towards ensuring the health and safety of gambling activities in Ontario. By utilizing engaging creativity, targeted messaging, and robust support resources, OLG is not only promoting its commitment to responsible gambling but also reaching out to players who need assistance the most. This unique approach serves as a reminder that gaming can and should remain a fun and enjoyable part of life, with the right support available to keep it that way.
