Canadian sports betting operator theScore has launched a new responsible gambling campaign, Bet Mode Responsibly.
Bet Mode Responsibly builds on theScore’s existing Bet Mode marketing campaign. Like the original Bet Mode campaign, it features appearances from comedian Susie Essman, actor Rex Lee and television personality Gerry Dee.
In addition, it will introduce theScore Bet’s “Smarter Betting Hotline,” at 1-888-SCOR-BET, which is live now.
“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 for marketing and content at 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.
Levy added that the business was determined to present an engaging message to promote responsible gambling that differed from existing campaigns.
“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,” he said.
“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.”
The campaign was built with input from the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG).
“RGC commends theScore Bet’s commitment to responsible gambling and supporting player education,” Responsible Gambling Council CEO Shelley White said. Through this campaign theScore Bet is highlighting the importance of using safer play strategies in an innovative way.”