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The Michigan Gaming Control Board scored big with its “Mini Me” responsible gambling commercial, earning the prestigious 2025 Platinum dotCOMM Award, the top honor in digital communication.
Created to connect with young adults ages 18 to 24—a group research shows can be especially vulnerable to gambling harm—the “Mini Me” spot blends charming hand‑drawn animation with live‑action footage in a lighthearted yet impactful way.
By adopting an approachable tone that avoids stigma, the commercial cleverly delivers a message about making responsible gambling choices when it comes to gaming.
Success of campaign
Despite being relatively brief, the campaign’s reach was nothing short of remarkable. In just six months the video amassed 255,781 impressions, reached 149,345 unique individuals, and generated 13,059 clicks—surpassing all other ads in the MGCB’s “Don’t Regret the Bet” campaign.
Its success on Gas Station TV (GSTV) was particularly striking: over 2.2 million impressions with a 100% completion rate, outperforming industry standards by 10%.
MGCB Executive Director Henry Williams said in a statement:
“This recognition reinforces the effectiveness of our responsible-gaming messaging.
“The ‘Mini Me’ spot was intentionally designed to speak to young adults in a way that is approachable, relatable, and memorable. This award underscores that our message isn’t just being heard—it’s making an impact.”
The “Mini Me” commercial continues the success of the board’s Don’t Regret the Bet initiative, which launched in March 2023 and won eight awards, including multiple platinum awards. That integrated campaign has deployed a diverse media mix of broadcast and radio ads, point-of-sale videos at gas stations, digital billboards, social media, streaming platforms and podcasts to promote responsible gaming across Michigan .
King Media’s president, Coleen King, also celebrated the win:
“From the very beginning of our partnership with the MGCB, our focus has been on creating work that stands out creatively and truly makes a difference in people’s lives.
“This award validates that mission—and it inspires us to continue preventing problem gambling before it starts.”
Managed by the Association of Marketing and Communication Professionals (AMCP), the dotCOMM Awards honor excellence in web design, digital storytelling, and marketing creativity.
In 2025 alone, the competition received over 2,500 entries from the U.S., Canada, and 16 other countries; winners are chosen across 241 categories, ranging from websites and videos to social media and paid media campaigns .
With the “Mini Me” commercial’s clear reach and resonance, the MGCB continues raising the bar for responsible gaming outreach, which speaks directly to young adults in a way that’s both engaging and memorable.
