theScore Bet Launches BET MODE RESPONSIBLY campaign

Responsible Gambling

theScore Bet, a subsidiary of Penn National Gaming, announced today the launch of a dedicated responsible gaming campaign in Ontario, BET MODE RESPONSIBLY. The campaign introduces theScore Bet’s “Smarter Betting Hotline,” which is live now and can be accessed by dialing 1-888-SCOR-BET.

The hotline features comedian Susie Essman, actor Rex Lee and Toronto’s own Gerry Dee, who offer “Smart Tips to Bet Responsibly from Not-So-Smart People.” In their entertaining ways, the trio provide real tips for betting responsibly as the same characters they portray in theScore Bet’s ‘GET INTO BET MODE’ marketing campaign.

The hotline, which also drives awareness for ConnexOntario, reinforces key responsible gaming messaging, such as: setting time and spending limits; not betting when stressed or upset; and only betting within your means. 

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

“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 Aubrey Levy, Senior Vice President, Marketing and Content, theScore. “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. Utilizing our well-known BET MODE characters, we’re aiming to promote RG and player education in an interactive and entertaining way. We applaud the AGCO and iGO for making responsible gaming a cornerstone of Ontario’s regulated market and we intend to be at the forefront of RG education and promotion in our home province.”

“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,” said Shelley White, CEO, Responsible Gambling Council.

The campaign includes a series of social and digital ads promoting the “Smarter Betting Hotline” and will be marketed across theScore and theScore Bet’s owned channels.