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Michigan’s Don’t Regret the Bet responsible gambling campaign website has earned national recognition for its expansion and impact.
Don’t Regret the Bet, developed by the Michigan Gaming Control Board in partnership with King Media, received a Platinum Hermes Creative Award from the Association of Marketing and Communication Professionals. It’s one of the largest evaluators of creative work in the industry.
The award reflects the transformation of what was previously a single-page resource into a comprehensive hub designed to connect Michiganders with responsible gambling education and support resources. But the expansion carries a deeper purpose: addressing growing concerns about youth exposure to online gambling and sports wagering.
Youth gambling concerns drive expansion
The MGCB strategically launched a youth-focused initiative called “Don’t Bet On Your Future” as part of the website expansion. The move comes as teen exposure to online gambling continues to rise through social media, advertising, and professional sports partnerships.
The numbers are sobering. According to research from the University of Minnesota, teens who gamble are four times more likely to develop a serious gambling problem later in life. That statistic drove the MGCB’s decision to make youth prevention a centerpiece of the expanded site.
MGCB Executive Director Henry Williams said in a statement:
“The expansion of this website was about more than adding pages. It was about creating a meaningful public resource at a time when online gambling has become more visible and accessible than ever before.
“We wanted to ensure Michiganders, especially parents and young people, could easily find trusted information, prevention tools, and support.”
What’s available
The redesigned website now includes dedicated responsible gaming education pages, youth prevention resources, information, and access to the Problem Gambling Helpline, and downloadable educational materials tailored for players, families, educators, and community organizations.
A notable feature includes booster clubs applying for up to $4,000 in funding to help prevent youth gambling in their communities. The program reflects a recognition that youth prevention requires community-level engagement, not just individual resources.
The website launched strategically ahead of March Madness, one of the busiest sports wagering periods of the year. The timing ensured responsible gaming resources were available during a peak moment of gambling activity.
Moving forward
The Platinum Hermes Creative Award signals that Michigan’s approach to responsible gaming education is reaching audiences and making an impact.
As online gambling continues to normalize in Michigan and across the country, the expansion of these resources, especially for youth, reflects the MGCB’s commitment to addressing potential harms before they develop.
Michigan residents can access the resources at DontRegretTheBet.org.
