Once again, the British Columbia Lottery Corporation is putting the attention on responsible gambling with a new initiative to educate B.C.’s many players. In its latest campaign, the Crown agency outlines the similarities between everyday gamblers and professional sports athletes, in an attempt to promote responsible gambling habits among players.
BCLC is in charge of conducting and offering gambling and lottery to the Province of B.C. and the Crown treats the matter with utmost importance. The new campaign for its award-winning GameSense responsible gambling program was developed with help from PS&Co Brand Studio. It underlines two crucial issues among local sports bettors.
Two Main Concerns
Ruan van Gend, senior specialist for brand and advertising with BCLC noted sports are frequently a social occasion, as many people usually enjoy them in the company of others. He also remarked that they are live, fast-paced and full of excitement that can create a sense of urgency, which sports bettors find tempting, and while it is fun it is easy for players to get lost in action.
Ryan McCarthy, director of player health commented that there were some unique features around the pace and social setting, that the Crown wanted to target. He added that the new campaign was an example of how the BCLC is trying to enhance its brand and address the issues faced by players when they indulge in its products.
The new initiative directly addresses these two matters via multiple channels as it is aired on TV, OLV, radio, digital, OOH, and social platforms. One of the two spots analogizes a potential bettor to a football quarterback facing a lot of pressure from a friend instead of the opposing team. Meanwhile the other advises players to take timeouts just as their favourite basketball team might do.
Mr. van Gend explained that the Crown’s target audience features sports bettors and fans, and the BCLC wanted to connect with them in a way that they would recognize, relate and respect. He noted that pro athletes spend tons of time in training, strategy, and planning, and while sports betting does not require the same commitment, but asserted that it still requires planning before jumping in.
March 2023 Highlights
Since the start of 2023, BCLC has been keeping itself busy with efforts to promote responsible play while also bolstering its services. This month, the Crown corporation inked a contract renewal with MGM Resorts International and BetMGM. Via the agreement, the two will continue to utilize BCLC’s acclaimed player protection program GameSense for an additional five years.
In March, the Crown agency became the first entity to launch Evolution’s Mega Ball game in North America. The popular game was added to BCLC’s online gambling portal PlayNow, and it is a game of high volatility being aired from a real-world studio and hosted by a real presenter. The Crown expects the new product to hit the ground running.
Source: Crann, Justin “Why the BCLC is likening sports bettors to their favourite athletes” Strategy Online, March 28, 2023
