PlaySmart Launch

Nobody wants to learn about “responsible gambling”. It’s boring. That’s a problem for an industry required to meaningfully address problem gambling while selling a product that contributes to it.

PlaySmart is Ontario’s solution – a responsible gambling program that means business, but doesn’t hurt it.

Two-time winner of the World Lottery Association’s Best Overall Responsible Gaming Program Award (2015 and 2018)

Shortlisted for the 2017 Strategy Awards:

    • Launch Strategy
    • Evolution Strategy: Keeping it Fresh

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As a Marketing & Communications Specialist on the PlaySmart team, my role in its launch ranged from strategic planning and project management to copywriting and coordination. Working with our agencies and internal partners, we developed media across several channels, including radio, print, digital, social, and POS at gaming sites and retail.

Since launch we’ve gone on to develop an arsenal of activations, games and videos that highlight PlaySmart’s approach of making gambling education fun and meaningful.

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