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The Michigan Gaming Control Board has added another international honor to its growing list of accolades, earning a Gold Shorty Impact Award for its “Don’t Regret the Bet” responsible gambling campaign.
The Shorty Impact Awards recognize purpose-driven work across digital and social media that creates meaningful social change. The global competition highlights campaigns from brands, nonprofits, and agencies that aim to make a positive impact.
Campaign targets at-risk young bettors
MGCB’s award-winning campaign, developed in partnership with King Media, focuses on raising awareness of problem gambling – particularly among young men ages 18 to 24, a group identified as being at higher risk.
Rather than serving as a traditional marketing effort, the campaign functions as a public health initiative. Its goal is to encourage safer gambling habits and connect individuals with support resources before gambling behaviors become problematic.
MGCB Executive Director Henry Williams said in a statement:
“We’re honored the campaign was recognized with a Gold Shorty Impact Award.
“This campaign was carefully crafted with a message that is relatable and free of stigma, encouraging smart choices around gambling. Our partnership with King Media allowed us to deliver that message in a way that resonates and, most importantly, makes a measurable difference.”
Coleen King, founder and principal of King Media, added:
“This recognition reinforces the impact of the campaign and the power of strong collaboration. When strategy, creativity, and public service align, meaningful behavior change is possible.”
Multi-platform strategy drives engagement
The campaign utilized a mix of digital, social, and out-of-home advertising to reach its target audience. Messaging appeared across platforms such as Snapchat, Instagram, and connected TV, ensuring broad visibility among younger demographics.
MGCB also leaned into real-time marketing strategies, aligning campaign messaging with major sporting events and peak betting moments to increase relevance and engagement.
Measurable impact highlights success
The campaign delivered strong results, generating more than 166 million impressions across platforms while driving increased interaction with responsible gaming tools and resources.
It also coincided with a nearly 20% decline in calls to Michigan’s problem gambling helpline. At the same time, a greater share of callers were seeking treatment and support services, suggesting more effective intervention among those who needed help.
Building on a strong responsible gaming track record
This latest recognition adds to an already decorated run for the “Don’t Regret the Bet” campaign, which has earned multiple industry awards and prior Shorty Awards recognition.
As Michigan’s regulated gambling market continues to expand, MGCB has maintained a strong emphasis on player protection. The agency oversees commercial properties, Michigan online casinos, and Michigan sportsbooks in the state while prioritizing responsible gaming initiatives.
With the Gold Shorty Impact Award, the campaign has now secured one of the highest honors in digital and social impact work– further establishing it as a leading example of how regulators can use modern media strategies to address gambling-related problems.
