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MassGaming launches digital campaign to promote GameSense program

3 March 2017

(PRESS RELEASE) -- The Massachusetts Gaming Commission (MGC) is pleased to introduce a new digital advertising campaign to promote GameSense, an innovative and comprehensive responsible gaming strategy adopted by the MGC as part of its mission to encourage responsible play and mitigate problem gambling.

Launching on 12 March 2017, the campaign seeks to achieve the following objectives:
  • Increase overall brand awareness of the GameSense program
  • Generate traffic to
  • Highlight specific resources and tools available through the GameSense program such as the GameSense Info Center, GameSense Advisors, PlayMyWay and Voluntary Self-Exclusion
  • Educate the public with helpful responsible gambling tips
  • Reinforce the Massachusetts Gaming Commission's commitment to a robust and comprehensive responsible gaming strategy
Working closely with MORE Advertising, MGC developed a series of ads to be distributed across online and social channels. The campaign features digital ads as well as 15-second and 30-second videos. The media buy will include three elements: online ads, pre-roll video, and paid social media ads on Facebook and Instagram.

The online ads feature "GameSense Advisors" and offer a variety of responsible gaming tips encouraging players to learn how games work, to set a budget and to take breaks. For the pre-roll videos, MGC licensed two 15-second spots, "Pick-Up" and "Sweaty Dancer", from British Columbia's provincial gambling corporation (BCLC). The online and pre-roll ads will also provide a direct link to the GameSenseMA website.

To maximize the campaign's effectiveness and target audience reach, the online and pre-roll will be distributed based on behavioral targeting or web-browsing behavior. The Facebook and Instagram ads will strategically target age 21+ users in a designated geographic area in Southeastern Massachusetts and in proximity to Plainridge Park Casino.

"In February 2015, the MGC adopted GameSense from BCLC after proactively identifying the program as perhaps the most robust and effective responsible gaming program in the world. At that time, Massachusetts became the first jurisdiction outside of Canada to embrace the internationally recognized program," said Mark Vander Linden, MGC Director of Research and Responsible Gaming. "We are eager to continue to grow the GameSense brand in Massachusetts with this exciting new campaign."

In Massachusetts, each gaming establishment is required by statute to provide on-site space (the GameSense Info Center) for player education. Massachusetts is the only jurisdiction in the country required by law to offer responsible gaming resources onsite. There, patrons can learn about myths associated with gambling, the odds of the games they are playing, take a break, and seek support from a GameSense Advisor. The GameSense program combines recommendations on responsible gaming techniques with interactive tools and exhibits meant to engage patrons at Massachusetts casino gaming facilities and online at GameSenseMA.

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MassGaming launches digital campaign to promote GameSense program is republished from