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OLG’s PlaySmart program, with a new campaign by TBWA\Canada, promotes responsible gambling across Ontario by encouraging healthy play habits and providing resources for players. Featuring the “PlaySmart Advisor” character and the tagline “With you every step of the play,” the campaign offers tools like budget-setting and play limits, with ads tailored to higher-risk players and sports bettors. Launched in mid-October, it runs on TV, digital, social media, and DAZN until February, aiming to support Ontario’s gaming community in staying informed and keeping play fun and safe.
Ad
“PlaySmart” by OLG, posted on October 4, 2024, introduces PlaySmart as a supportive guide for players to enjoy games responsibly.
“Take a Break with My PlayBreak” by OLG, posted on October 4, 2024, promotes OLG’s My PlayBreak program as a tool for responsible gambling..
“Set Your Limits with PlaySmart” by OLG, posted on October 4, 2024, showcases PlaySmart’s tools for responsible gambling, including the option to set deposit limits.
“Don’t Over Do It with PlaySmart” by OLG, posted on October 4, 2024, humorously encourages players to manage their gaming time by setting limits.
“Don’t Overcommit with PlaySmart” by OLG, posted on October 4, 2024, advises sports bettors to set a spending limit on in-game bets to avoid overspending.
“The OLG Sports Bettor’s Draft” by PlaySmart OLG, posted on October 30, 2024, introduces PlaySmart’s tools for game day betting, using a mock sports draft format. The ad features “Mike Pratt,” a self-described “betting beast,” who acknowledges the benefits of setting deposit limits for responsible gaming. PlaySmart invites sports bettors of all types to explore its resources to manage play responsibly.