Targeting UK football fans, this weekend industry charity GambleAware launches the next phase of its ‘Bet Regret’ safer gambling campaign, which will encourage audiences to reconsider their gambling habits.
Launching new Bet Regret marketing inventory, GambleAware will accompany the campaign with the tagline of ‘Think Twice or You’ll Bet Regret it’.
GambleAware has run its Bet Regret campaign since February of this year, with the charity seeking to raise awareness of complex behaviours, triggers and symptoms attached to problem gambling.
Seeking to drive its message, Bet Regret targets an estimated audience of 2.4 million young men aged between 16-34 who wager regularly on sport, and of which 87% regularly watch football.
“The campaign is centred around raising awareness of three risky behaviours – betting whilst bored, drunk or chasing losses,” said GambleAware. “63% of this target audience believe that there are too many opportunities to bet nowadays, whist around 2 million adults suffer some level of harm related to gambling, including 340,000 that are problem gamblers.”
GambleAware’s flagship campaign has been boosted by FTSE betting group GVC Holdings donating its £2 million title sponsorship of the Scottish Professional Football League (SPFL), which will see ‘Bet Regret’ promoted across all 42 SPFL syndicated football clubs’ grounds.
In addition, English football clubs’ Sunderland AFC, West Bromwich Albion, Burnley, Sheffield Wednesday and Sheffield United, will feature the Bet Regret logo across the clubs’ ‘key branding collateral’.
Marc Etches, CEO of GambleAware, said: ‘The Bet Regret campaign is really starting to gain momentum, and seems, at this early stage, to be resonating with our audience. This season, we look to build on that, drive more conversations around Safer Gambling, and help people Think Twice to steer clear of Bet Regret.”