The BCLC ran a fantastic ad campaign in Canada promoting responsible gambling at licensed online casinos. Join us as we dig into why it works and what operators can learn about speaking to players from it.
Safer gambling and avoiding black market casinos are generally viewed as very serious issues, and as such, promotional material and marketing campaigns promoting licensed venues tend to mirror this.
The British Columbia Lottery Corporation (BCLC) released an incredible tongue-in-cheek video ad campaign showing a surprising understanding of internet meme culture.
Putting a Face to the Game
In most cases, online casinos and the companies that run them lack personality. The ad campaign introduces viewers to Chip to build engagement and give players a face-to-hate in the battle against illegal gambling sites.
Chip is a tacky, low-class parody of the "new money" trope. We see him riding a segway through his palatial home, jet skiing across his swimming pool, and several other cringeworthy things that people from "old money" would never do.
Worst of all, Chip thanks you for his wasteful lifestyle. The reason for this is that Chip owns an unlicensed online casino called "Chip$ Offshore Gaming", where he claims that Canadian players lose most of the time, and when they win, payments are unlikely to be paid out anytime soon.
The Method to Their Madness
The success of this campaign proves why it is essential for regulatory authorities and licensed gambling operators to acknowledge and serve the person behind the gaming account. This campaign weaves stereotypes, internet meme culture, and pop culture tropes with the online gambling experience in a fresh and engaging manner.
Speaking on how the campaign was formulated, Clay Dube, BCLC’s senior brand and advertising specialist, said:
Quote“The data really drove the campaign strategy. A top motivator why players choose a licensed casino is because it’s safe and secure.”
The ad closes with a voiceover recommending playing at a “local, safe and secure gambling site”. Commenting on the decision to use this tagline, Dube said:
Quote“People like that the money stays local and supports provincial programs. And, of course, that they have easy access to their winnings.”
It is so effective that the relatable humour keeps the campaign from sounding preachy while addressing a sombre topic. It adds a layer of virality that will help far more people see it than just those who received the initial ad push.
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