MGCB’s ‘Don’t Regret The Bet’ Ad Campaign Wins Pair Of International Honors

Written By Drew Ellis on September 21, 2023
Award-winning Don't Regret the Bet campaign

The ad campaign “Don’t Regret the Bet” by the Michigan Gaming Control Board is receiving international recognition.

An effort from the MGCB and King Media, the series of Michigan responsible gambling ads have won a pair of awards over the last two months.

“Don’t Regret the Bet,” is an ongoing ad campaign that launched in March and being recognized for its creativity, messaging and impact.

‘Don’t Regret the Bet’ wins two awards

The first honor for the ad campaign came in August when the MGCB and King Media won a 2023 Platinum Viddy Award.

Specifically, that award honors video excellence in the digital world. Entries were judged by the Association of Marketing and Communication Professionals.

Most recently, the “Don’t Regret the Bet” ad campaign won a Platinum dotCOMM Award. The dotCOMM Awards is an international competition that honors excellence in web creativity and digital communication.

More than 2,500 entries were submitted from around the world with 17% winning Platinum honors.

“We knew from the beginning of our partnership with King Media that we would be able to develop an effective, recognizable and impactful responsible gaming messaging campaign,” MGCB Executive Director Henry Williams said in a press release.

“Winning two platinum-level international awards now, back-to-back within two months’ time, proves that ‘Don’t Regret the Bet’ is just the beginning of our climb and a shining example of what a successful integrated marketing campaign looks like.

“The MGCB staff is most appreciative of Coleen King and her talented staff for rolling up their sleeves and working alongside us on this endeavor to prevent Michiganders from developing a problem with gambling.”

What’s included in ‘Don’t Regret the Bet’ ad campaign

The “Don’t Regret the Bet” marketing campaign was designed to prevent gambling problems before they start. Further, it was also done in hopes of reducing the number of Michiganders who develop a serious gambling addiction.

Specifically, King Media collaborated with the MGCB on the ads, which are being displayed across multiple mediums. Ads for the campaign have been produced for:

  • Broadcast television
  • Radio broadcasts
  • Point-of-sale video ads at gas stations
  • Digital billboards
  • Social media
  • Streaming services
  • Podcasts

“We’ve enjoyed the spirit, energy and collaboration that’s gone into this important work for the MGCB. Our partnership has been about preventing problem gambling before it starts through education and awareness,” said Coleen King, president and founder of King Media.

“When we’re able to lend our collective talents to do good in the world, great things happen. The work is getting attention — and more importantly, it is getting results. We are grateful for the opportunity to be creators of change in partnership with the MGCB’s Responsible Gaming Division.”

Website included in ‘Don’t Regret the Bet’ campaign

Also, aloing with the multitude of advertisements, the MGCB also launched an educational website as part of the ad campaign. has information on responsible gaming that includes resources, gaming tools, self-assessment information and signs of problem gambling.

Also, the MGCB also launched an interactive quiz with 10 statements that require a “yes” or “no” answer. The more statements that pertain to a visitor indicates how much more at risk they are of being a problem gambler.

Notably, funding for the campaign and website was included in the 2023 Fiscal Year budget for the MGCB.

Further, if someone has a gambling problem, please call the state’s 24-hour, toll-free helpline at 1-800-270-7117 or the MGCB’s responsible gaming section at 1-888-223-3044.

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Drew Ellis

Drew Ellis is currently the Lead Writer of He was the former Lead Writer of PlayMichigan, the No. 1 source for online gambling news in Michigan. A lifelong resident of the state, Ellis has been working in various forms of media since 1998, including more than a decade in the sports betting industry prior to transitioning into US casino markets in 2020.

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