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Despite only being open for about two months, the regulated online gambling market in Ontario has already had its fair share of controversies in this short span of time.
Canadian esports media firm theScore seeks to change that with the launch of their Bet Mode Responsibly campaign, which aims to teach gamblers the consequences of taking their pastime too far and how to avoid doing so.
The major part of Bet Mode Responsibly is their Smarter Betting Hotline, which serves to assist audiences in learning about the advantages of setting spending limits to reduce stress from gambling and make the experience as enjoyable as possible.
An accompanying marketing campaign for the Smarter Betting Hotline casts Rex Lee, Susie Essman, and Gerry Dee, who teach the public on how to be safe when betting and offer betting advice to assist gamers enjoy gambling without going to extremes.
Aubrey Levy, SVP of Marketing and Content at theScore, emphasized the importance of communicating an anti-problem gambling by the industry to secure its long-term viability and ensure player protection. She adds: "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."
Bet Mode Responsibly will aim to help problem gamblers, but will place more emphasis on prevention. A significant portion of the campaign's efforts will be devoted to ensuring that individuals in Ontario are informed about the hazards of excessive gambling before they have a chance to be caught in its pitfalls.
Meanwhile, the National Council on Problem Gambling and the Responsible Gambling Council have shown their support for the program. TheScore Bet has engaged with both to ensure that it fully comprehends the challenges at hand and responds to them in real time.
Shelly White, CEO of the Responsible Gambling Council, praised the company's dedication to spreading responsible gambling messaging and ensuring that players are not only informed about the hazards of problem gambling, but also given the means to overcome it.
