The new US responsible gaming ad is now being featured on the NBA, MLB, and NHL’s X (formerly known as Twitter) accounts. This ad aims to highlight the unpredictable nature of sports by showcasing relevant gameplay moments from NBA, MLB, and NHL games. It sends a message to bettors that there is no such thing as “easy money” or a guaranteed win in sports betting. Betters are directed to ResponsiblePlay.org, which is operated by the National Council on Problem Gambling (NCPG). This website provides resources on responsible gaming, including a screening quiz on gambling behavior and links to local state resources.
The 30-second ad will make its TV debut during the NBA’s in-season tournament game between the Cleveland Cavaliers and the Philadelphia 76ers, which will take place at 7.30pm ET on 21 November. DraftKings, Fanatics, FanDuel, Penn Entertainment, and NCPG are all supporting this advertising spot. Currently, Fanatics and Penn Entertainment are dominating the US sports betting market. Fanatics Betting and Gaming, a subsidiary of Fanatics Holdings, is in the process of acquiring PointsBet’s US business as part of a previously agreed deal in June. Additionally, Penn Entertainment-operated ESPN Bet recently launched in 17 US states last week.
Scott Kaufman-Ross, the senior vice-president head of gaming and new business ventures at the NBA, expressed hope that the US responsible gaming campaign will discourage young people from viewing sports betting as a way to make money. He emphasized the importance of collaborating with other sports leagues, gaming operators, and responsible gaming partners to educate individuals, especially young bettors, about responsible gaming and debunk the misconception that betting on sports is a reliable method for making money. The NBA joined the American Gaming Association’s “Have A Game Plan. Bet Responsibly” campaign earlier this year.
Keith Wachtel, NHL chief business officer, stressed that this initiative is particularly crucial due to the increasing number of fans who now have the opportunity to legally bet in their home states. He emphasized the need to work with media partners, sportsbook partners, and colleagues from the NBA and MLB to provide information about the risks associated with betting and promote the importance of setting limits and betting responsibly. This is especially important for the growing younger demographic among sports fans.
