Responsible gaming is coming front and center for theScore Bet after it announced the launch of its BET MODE RESPONSIBLY campaign in Ontario, a measure it hopes will help tackle issues surrounding problem gambling.
Among the features introduced in this campaign are the ‘Smarter Betting Hotline,’ now live in the province and reachable at 1-888-SCOR-BET.
Helping shepherd this new feature into the betting public’s consciousness are celebrity cameos from the likes of Curb Your Enthusiasm great Susie Essman, actor Rex Lee, and noted comic Gerry Dee. These personalities offer advice in the facetiously phrased feature, “Smart Tips to Bet Responsibly from Not-So-Smart People.”
Among the behavior encouraged in the campaign are such wise ideas as setting time and spending limits, abstaining from betting while upset or under stress, and being sure to only bet within one’s means.
Digital advertisements will promote the campaign across channels owned by both theScore and theScore Bet.
Senior Vice President, Marketing and Content at theScore Aubrey Levy offered the following comments on the measure: “Responsible gaming and player education is embedded into our entire operation and it was important to us to roll out a dedicated RG [responsible gaming] 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.”
Among the entities consulted prior to this campaign were the Responsible Gambling Council (RGC) as well as the National Council on Problem Gambling.
Shelley White, CEO of the RGC, expressed approval: “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.”
Live in Ontario since April 4, theScore Bet offers mobile sportsbook and iCasino platforms. It is wholly owned by Penn National Gaming.
