A new responsible gaming advertisement has taken center stage on the social media handles of some of the biggest sports leagues in the United States, including the National Basketball Association (NBA), Major League Baseball (MLB), and the National Hockey League (NHL). The public service campaign is geared towards illustrating the element of uncertainty inherent in sports outcomes to emphasize that sports betting is fraught with risks and not a guaranteed revenue stream.
The campaign embeds clips of unpredictable gameplay moments from NBA, MLB, and NHL games to drive home the message that there are no surefire bets, no “easy money” to be had in the world of sports gambling. This initiative resonates with the sentiment that the outcome of sports events cannot be predetermined, and thus, betting on them comes with significant risk.
A critical element of the advertisement directs bettors toward ResponsiblePlay.org, an informative website managed by the National Council on Problem Gambling (NCPG). This online resource provides a variety of responsible gaming tools, including a quiz designed to screen for potential gambling problems, and it serves as a portal to additional state-specific gambling resources.
The campaign pushes its boundaries beyond social media, with the 30-second advertisement set to make its television debut today, November 21, during a highly anticipated NBA in-season tournament game between the Cleveland Cavaliers and the Philadelphia 76ers at 7:30pm ET. This spotlight on responsible gaming has received support from key players in the sports betting market, including DraftKings, Fanatics, FanDuel, Penn Entertainment, and the NCPG themselves.
This alignment among the major sports leagues and betting operators sends a strong, unified message about the importance of responsible gaming. Moves within the sports betting landscape are testament to the burgeoning market, with recent headlines highlighting significant shifts, such as Fanatics Betting and Gaming – operating under Fanatics Holdings – moving to acquire PointsBet’s US business in a deal solidified this past June. On another front, Penn Entertainment’s ESPN Bet launched in 17 US states just last week, further expanding the reach of legal sports betting.
Scott Kaufman-Ross, senior vice president head of gaming and new business ventures at the NBA, believes in the impact of the US responsible gaming campaign, especially as a deterrent for young people considering sports betting as a financial strategy. “Working with our fellow sports leagues, gaming operator partners, and responsible gaming partners gives added weight – particularly for young bettors – to this shared priority of making an impact on responsible gaming education across the United States,” Kaufman-Ross stated. He emphasized the NBA’s commitment to educating fans about the risks and misconceptions associated with betting on sports as a reliable source of income.
This initiative is not the NBA’s first foray into promoting responsible betting practices. Earlier this year, the NBA endorsed the American Gaming Association’s “Have A Game Plan. Bet Responsibly” campaign, further underscoring its proactive stance on this issue.
NHL chief business officer Keith Wachtel also acknowledged the significance of this collaborative campaign. With the expansion of legal sports betting to new jurisdictions, Wachtel mentioned the importance of joining forces with major sports leagues and partners to inform and emphasize responsible betting practices. “It is imperative that we work with our media and sportsbook partners, as well as with our friends at the NBA and MLB, to inform and emphasize the risks and encourage the importance of setting limits and betting responsibly, especially among our growing fanbase in the younger demographic,” Wachtel stated.
This nationwide push for responsible betting awareness reflects the urgency and importance of addressing gambling responsibly, as more fans gain the opportunity and access to place wagers on their favorite sports.
