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TheScore Bet Launches Safer Gambling Campaign in Ontario

Residents of Ontario, Canada, can expect to see a great deal of safer gambling messaging thanks to the launch of Bet Mode Responsibly, a responsible gambling campaign being run by theScore Bet.

theScore Bet is a subsidiary of Penn National Gaming, and the new campaign advertises its Smarter Betting Hotline, which recently went live. The campaign features comedian Susie Essman, actor Rex Lee, and Gerry Dee, all of whom provide responsible gambling tips in the same characters they play in the company’s Get Into Bet Mode marketing campaign.

The hotline has been designed to help reinforce safer gambling practices such as setting time and spending limits, not gambling when stressed or upset, and only betting money that can afford to be lost.

theScore Senior Vice President, Marketing and Content

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. 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. 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.

Aubrey LevytheScore Senior Vice President, Marketing and Content

The campaign was designed with input from both the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG).

RGC CEO Shelley White 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.”

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