Early results have exceeded expectations, with players embracing messages and promotions with an unprecedented interest. After only a few weeks on digital signs at OLG slot and casino sites, 32 percent of players surveyed had noticed the messages, and of those players, 88 percent said the ads were interesting and an effective way of engaging them in facts about gambling.
OLG’s “It Pays to Know” campaign strongly aligns with the best thinking in the RG sector on the priority messages for operators to provide, categories that include: how gambling works, gambling safeguards, risk factors, and the availability of help.
The campaign has also been designed to be data-rich, and to help OLG track improvements in awareness and behaviour over time; knowledge that will help inform priority areas for future player education.
By Paul Pellizzari, director of policy and social responsibility for OLG