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The Michigan Gaming Control Board has earned national recognition as a finalist in two categories of the 2025 PRNEWS Platinum Awards, one of the highest honors in public relations and communications, for its “Don’t Regret the Bet” campaign.
MGCB Executive Director Henry Williams said the nomination reaffirms the impact of MGCB’s responsible gambling initiative, which promotes awareness of gambling risks and encourages smarter decision-making.
“This recognition reflects our dedication to promoting responsible gaming across the state.”
A campaign with momentum
The “Don’t Regret the Bet” campaign has steadily gained momentum and accolades beyond the PRNEWS nomination.
In September 2025, the MGCB won a Platinum dotCOMM Award for its “Mini Me” commercial, which is a video targeting younger adults (18–24) that combines live action with animation to convey messages about gambling risk.
The “Don’t Regret the Bet” has already achieved the following:
- More than 15 million impressions through streaming TV and digital audio platforms, plus 5.6 million podcast impressions.
- The campaign’s ads performed far above industry standards, with casino-targeted ads drawing nearly 4% of viewers to click through (compared to an average of less than 1%), and NFL Draft ads topping 6%.
- Calls to Michigan’s gambling helpline declined by nearly 20%, while the percentage of callers entering treatment rose to 19%, showing fewer people reaching out in crisis and more taking action toward recovery.
Previously, the campaign won a first-place accolade in the PRNEWS Digital Awards for its Facebook presence, developed in partnership with King Media.
Coleen King, president and founder of King Media, said the company values its partnership with the MGCB.
“From the beginning, our goal with Don’t Regret the Bet was to meet people where they are with messages that feel authentic, impactful, and relatable.
“This finalist recognition validates the power of creative storytelling backed by data to make a real difference in people’s lives. We are proud to stand alongside MGCB in advancing responsible gaming in Michigan.”
Significance of the PRNEWS nomination
The PRNEWS Platinum Awards showcase top campaigns, communicators, and agencies across industries. Finalists are judged on criteria such as innovation, results, and storytelling.
As a finalist, MGCB’s entry competes alongside prominent national and international campaigns. Winners will be announced at the awards gala in New York City on Oct. 7.
A continued focus on responsible gaming
For the MGCB, the recognition underscores more than marketing success. It signals that its message is resonating and being taken seriously. The board regulates casino operations, online casinos, and sports betting in Michigan, and responsible gaming is a core component of its public mandate.
If MGCB wins either PRNEWS category, it would mark a further milestone in Michigan’s efforts to shape safer gambling practices and set a national standard for such public-awareness campaigns.
