OLG’s PlaySmart Program Helps Bettors of All Stripes Keep Play Fun

Since the online gaming and sports betting market opened to private operators in 2022, Ontarians have grown concerned with the increase in gambling advertising and potential impact to problem gambling in the province. Recognising this, it was time for OLG - Ontario’s largest provider of gaming products, and a leader in Responsible Gambling initiatives - to be a distinct counterpoint to the rest of the category. 

The new mass campaign was developed by TBWA\Canada for PlaySmart, OLG’s responsible gambling program. Its goal is to show how PlaySmart is always there to help keep betting healthy and players in control of their game. 

The campaign introduces a new creative tag line ‘With you every step of the play’, along with the PlaySmart Advisor, a character created to represent the ultimate resource when it comes to playing smart. Just like the PlaySmart program, he’s there to guide you throughout your play experience so gaming can stay fun and never get out of hand. 

To address elevated concerns surrounding problem gambling, a portion of the campaign focuses on the high-risk player. They’ll be targeted with ads highlighting PlaySmart tools like budget setting, customised play limits and play breaks.

“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 humour. We think if we can make our targets smile, they’ll be more open to our message and to learning more about the tools available from PlaySmart and OLG.” says Sarah Deziel, ACD at TBWA\ Canada.

“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. By offering budget-setting tools and access to support, PlaySmart empowers players to make informed choices, promote positive play, and keep gambling fun while staying in control of their play.” said Catherine Meade, OLG’s vice-president of community, sustainability and social responsibility.

With all four major sports leagues active, the campaign extends to ads focused on sports bettors, which began airing mid-October. OLG’s ‘The Sports Bettors Draft’ zeroes in on players who, based on their risky gambling behaviour, are drafted by PlaySmart because they can benefit from the tools and resources available from the program. The effort is aimed at ensuring fans don’t get carried away with their betting and keep it as a fun part of the sports viewing experience. 

All told, the campaign showcases OLG’s PlaySmart program as a key resource when it comes to responsible play. This unique approach to not just communicate the commitment to responsible gambling in Ontario, but also reach the players who need it most, underscores OLG’s dedication to keeping gambling safe and fun.

The campaign created by TBWA\ Canada will run across Ontario until February within TV, Digital and Social as well as on the sports streaming platform, DAZN. All media buying was handled by EssenceMediacom.