Title: Ensuring Responsible Gambling in Ontario: OLG’s Innovative PlaySmart Campaign
As the landscape of online gaming and sports betting in Ontario shifted dramatically with the introduction of private operators in 2022, a pressing concern emerged: the significant increase in gambling advertising and its potential implications for problem gambling within the province. In response to these growing worries, the Ontario Lottery and Gaming Corporation (OLG), Ontario’s largest gaming provider, recognized the urgent need to develop a clear and distinct counter-narrative amidst the endless promotions urging players to gamble. Thus, OLG launched a new mass campaign aimed at promoting responsible gambling.
The PlaySmart Initiative
Central to this narrative is PlaySmart, OLG’s responsible gambling program. Developed in partnership with TBWA\Canada, the campaign’s primary objective is to reinforce the message that PlaySmart is always available to help individuals maintain a healthy relationship with betting. The initiative aims to ensure that players remain in control of their gaming experiences, emphasizing that gambling should be an entertaining activity rather than a source of stress or financial strain.
The campaign features a fresh tagline, “With you every step of the play,” and introduces the PlaySmart Advisor—a character designed to symbolize the ultimate resource for smart gaming. This figure serves as a friendly guide for players, encouraging responsible choices and reminding them that gaming should always be about enjoyment.
Targeting High-Risk Players
Acknowledging the elevated concerns surrounding problem gambling, the campaign adopts a targeted approach. A segment of the advertising specifically addresses high-risk players, promoting tools provided by PlaySmart such as budget setting, customized play limits, and mandatory play breaks. It’s a proactive effort to reach those who may go unnoticed in the wider audience, ensuring that help is accessible to even those who may not actively seek it.
As Sarah Deziel, Associate Creative Director at TBWA\Canada, notes, “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 infusing the campaign with light-hearted elements, the intention is to make potential problem gamblers more receptive to the message and the tools available through PlaySmart.
Empowering Players Through Education
Catherine Meade, OLG’s vice-president of community, sustainability, and social responsibility, emphasizes the importance of informed choices in gambling. "In today’s dynamic environment, OLG’s PlaySmart program is leading the way in helping players stay informed, understand risks, and engage in healthy gambling habits,” she explains. The campaign highlights resources that promote positive play and stresses that everyone can enjoy gambling responsibly, contingent on their understanding and management of risks.
Supporting this initiative, the campaign capitalizes on the excitement surrounding the four major sports leagues currently active. With the launch of “The Sports Bettors Draft” in mid-October, OLG zeroes in on sports bettors who exhibit risky gambling behavior. This part of the campaign humorously illustrates how players can be ‘drafted’ by PlaySmart, pointing them towards beneficial tools and strategies to ensure that their betting remains a fun aspect of the overall sports experience rather than a detrimental habit.
A Comprehensive Approach to Responsible Gambling
The OLG’s PlaySmart campaign is running across multiple platforms, including television, digital media, and social networks, as well as on the sports streaming service, DAZN. This broad media strategy, managed by EssenceMediacom, aims to reach a varied audience and deliver an impactful message about responsible gambling.
In summary, the PlaySmart campaign stands as a testament to OLG’s commitment to maintaining safe gaming environments in Ontario. By combining humor, relatable characters, and informative resources, OLG is positioning PlaySmart as a vital ally for players. The initiative not only highlights the importance of responsible gambling but also actively engages individuals who may be at risk, fostering a culture of awareness and informed decision-making within Ontario’s gaming community.
As gambling becomes an increasingly popular pastime, it is crucial for organizations like OLG to lead the charge in promoting responsible play. The PlaySmart initiative exemplifies a thoughtful approach to tackling the complexities of gambling behavior while ensuring that enjoyment remains at the forefront of the gaming experience. With commitments like these, Ontario can navigate its evolving gaming landscape with responsibility and care, safeguarding both its players and its vibrant gaming culture.
