Michigan regulator begins new RG-led advertising campaign
MGCB recruits Lansing-based King Media on above the line campaign aimed at capitalizing on Problem Gambling Awareness Month
The Michigan Gaming Control Board (MGCB) has introduced a new statewide, multimedia responsible gambling-led campaign aimed at encouraging residents to place bets on sports responsibly.
The campaign, Don’t Regret the Bet, was developed in partnership with King Media, a Lansing-based marketing agency, and is set to run throughout 2023.
It includes both broadcast TV and radio ads, as well as point-of-sale video ads at gas stations, digital billboards, social media, and digital media, including streaming services and podcast audio.
In addition, some in-campaign advertisements will appear during professional and college sporting event broadcasts aired throughout the US’ Problem Gambling Awareness Month (PGAM) in March.
A new website has been launched as part of the campaign, DontRegretTheBet.org, which provides information and education on responsible gambling.
The MGCB’s own responsible gambling section will also showcase a link to the campaign’s help website.
Campaign funding was included as part of the MGCB’s fiscal year 2023 budget, greenlit by the Michigan Legislature last year.
It is understood the MGCB has asked for ongoing funding for the campaign for its continuance as part of fiscal year 2024 budget negotiations.
“March is Problem Gambling Awareness Month, making it the perfect time to launch the MGCB’s educational campaign,” MGCB executive director Henry Williams said.
“The yearlong campaign is a crucial step in our ongoing efforts to reach the public with information, tips, and tactics promoting responsible gaming,” he added.
King Media founder and president Coleen King welcomed the campaign, expressing her pride at partnering with the MGCB.
“Don’t Regret the Bet is a campaign that will have a positive impact on individuals and communities across Michigan, and that aligns perfectly with our focus on meaningful work,” she added.