Marketsmith Inc.

Menu

Awareness of Risks Associated with Sports Wagering: Amplified with Creative and Media Placements

While the excitement of placing a bet can be exhilarating, it is crucial to understand the stakes involved. Failing to recognize the potential consequences of betting can lead to regret, stress, or even shame. The NJ Division of Gaming Enforcement (DGE) emphasizes the importance of balancing the thrill of sports betting with an understanding of its risks.

As part of ongoing efforts to promote responsible gaming practices, the DGE launched a campaign to inform the public about responsible gaming and raise awareness of the risks associated with sports wagering. The landing page for this campaign directs users to tools designed to help manage betting responsibly. These tools aim to safeguard bettors from overindulgence and include:

  • A list of licensed and legal betting platforms: ensuring you’re betting through legitimate channels.
  • Limit-setting tools: helping individuals set personal betting limits to prevent overspending.
  • Self-exclusion programs: allowing individuals to voluntarily exclude themselves from betting activities if they feel it necessary for their well-being.

    If you or someone you know may benefit from reviewing these resources, a collective guide is available here.

    • Multifaceted Approach to Increase Risk Awareness

    MSI delivered a multifaceted approach, utilizing targeted outreach through in-app displays, social media, and out-of-home (OOH) placements to raise awareness of sports wagering educational resources from the DGE. With the Olympic Games, NHL season, and the start of football season, sports betting has continued to rise in popularity and has become the norm for younger audiences. Reaching individuals aged 18-34 is imperative to safeguard their entry into the betting environment and to provide tools for those who have already opted in to play.

  • Social media platforms offer a high reach among the younger generation, who are actively following sports teams, game results, and engaging with family and friends in real time. Platforms like YouTube, Meta, Twitter, and Snapchat were at the forefront of our plans to introduce intent-based targeting for those actively keeping up with sports and those who frequently visit sports betting sites.

  • Other digital placements, such as programmatic display ads, needed to include additional touchpoints outside of major social platforms. This approach allowed for deeper targeting of those already using apps and websites that promote and provide incentives for users to bet on their favorite games.

  • Out-of-home (OOH) advertising included the deployment of posters on NJ university campuses in high-traffic areas to directly reach Gen Z and younger generations, further amplifying awareness of the risks associated with sports betting.

    Leveraging multiple platforms and placements has allowed us to cast a wider net to reach those entering or already active in the sports betting and gaming entertainment environment. Our approach doesn’t stop there; our campaigns are actively in the market, especially as we dive into the start of the major sporting event season. Keep an eye out for some of our creative in market!

    • Behavioral Change & Current State of Campaigns

    Speaking of our creative approach, this campaign was inspired by the bright lights and inviting colors, featuring neon effects that draw millions to betting environments each year.

    With online gambling and sports betting on the rise, especially among younger demographics, our Responsible Gaming campaign through the Division of Gaming Enforcement aims to inform NJ residents about responsible gaming practices and raise awareness of the potential risks associated with sports wagering. Utilizing behavior patterns backed by research and major gaming and betting events, our campaign has been strategically flighted throughout the year to maximize impact. To date, our media has delivered 32.7 million impressions and a 55% lift in visits to the site.

    Looking to elevate your creative and targeting expertise? MSI is here to help amplify your brand message.

    Subscribe to Our Email List!

    You can expect to receive valuable content with input from thought leaders, case studies across a variety of industries, and MSI solutions.