Since the online sports betting market opened to private operators in 2022, concerns about gambling addiction have increased. In response, OLG is launching a campaign to promote responsible gaming that uses the tagline, “With you every step of the play.”

The campaign promotes OLG’s PlaySmart program as a resource for responsible gambling, providing different tools, information and support. The creative features a classic trusted advisor who represents PlaySmart, as he helps players reflect on their own gaming habits and introduces them to some of the program’s tools.

“It is one of the ways we are working to connect with a broader audience to show the value PlaySmart can bring to all players regardless of their level of experience,” Catherine Meade, OLG VP of community, sustainability and social responsibility, tells strategy.

The organization is looking to reach high-risk bettors, with a particular focus on sports bettors, who are being targeted with ads highlighting PlaySmart tools such as budget setting, customized play limits and play breaks.

Meade says the campaign is in line with the PlaySmart program’s current positioning, “Knowledge You Can Bet On,” which focuses on how OLG helps players gain knowledge, understand risk and engage in positive play.

“Our new PlaySmart campaign takes this positioning one step further to help players recognize our deep commitment to responsible gambling in an approachable, friendly and entertaining way,” Meade says. “It broadens the idea of knowledge that is at the core of the PlaySmart brand and has been central to previous campaigns.”

The new work is also an extension of the sports bettor-focused ads that OLG launched in mid-October, timed for when Canada’s four major sports leagues become active again. The ads highlight the brand’s Sports Bettors Draft program, which focuses on players who, according to their risky betting behaviour, are chosen by PlaySmart to benefit from the tools and services. The goal is to ensure that fans don’t get caught up in betting and keep it a fun part of the sports viewing experience, according to the brand.

The campaign’s media plan includes linear and connected TV, as well as promotion on sports streaming platform DAZN, social media, and select Ontario digital publishers.

TBWA Canada was behind the creative, while EssenceMediacom handled media buying.