theScore Bet launches responsible gaming campaign in Ontario

By Peter Lynch

theScore Bet has launched Bet Mode Responsibly, a dedicated responsible gaming campaign in Ontario, Canada.

The campaign from theScore Bet - which is a subsidiary of Penn National Gaming - introduces the group’s Smarter Betting Hotline, which is now live. It features comedian Susie Essman, actor Rex Lee and ‘Toronto’s own’ Gerry Dee, who provide real tips for betting responsibly in the same characters they play in the company’s Get Into Bet Mode marketing campaign.

The hotline aims to reinforce key responsible gambling messaging, including setting time and spending limits, avoiding stress or being upset, and customers only betting within their means.

“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,” said theScore Senior Vice President, Marketing and Content, Aubrey Levy.

“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.”

theScore Bet consulted with both the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG) on the campaign.

RGC CEO Shelley White commented: “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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