CASE STUDY
Don't Regret The Bet
AGENCY: King
CLIENT: Michigan Gaming Control Board
In 2020, online and sports betting joined brick-and-mortar casinos as legal gambling options in Michigan. The change brought with it an onslaught of pro-gambling advertising encouraging Michiganders to bet. In 2023, the MDHHS reports 4,406 calls to the problem gambling help line–an increase of 170% over just two years prior.
To combat these trends, the Michigan Gaming Control Board has partnered with King Media to battle the barrage of betting ads and educate the public about problem gambling. We delivered an entertaining, highly visible campaign centered on a single idea—Don’t Regret the Bet.
Building on the campaign’s early success, the website was significantly expanded in 2026 to deepen engagement and provide more accessible resources. What began as a single page of interactive tools and information evolved into a robust hub of six dedicated pages, plus a new section specifically designed for youth audiences. The expansion allowed the campaign to deliver tailored education for different audiences—from individuals concerned about their own betting habits to families seeking guidance and support.
The youth-focused addition was informed by growing concern among parents about the risks of online betting exposure. Recent research shows that a significant number of parents worry their children may develop a gambling addiction, highlighting the need for earlier awareness and prevention. By expanding the site’s content and navigation, the campaign made it easier for Michiganders to recognize warning signs, understand the risks of modern sports betting, and access help before gambling becomes a problem.
SELECT CAMPAIGN ELEMENTS:
WEBSITE
BROADCAST • DIGITAL • SOCIAL
BROADCAST & STREAMING AUDIO
OUTDOOR
RESULTS
Not everyone who gambles will develop an addiction. But for those who can’t stop, the results can be catastrophic. Committed to getting it right, King Media to perform comprehensive market research to understand what our audiences are thinking, what messages will resonate best, what communication channels and social media platforms will most effectively reach our audience and sub-audiences.
Using first, second and third-party data and tools that have stood the test of time (and credibility) like comScore, Kantar, Scarborough, Nielsen and others, King analyzed the most current and accurate qualitative and psychographic data available to identify and connect with a variety of audiences.
This deep research informs the campaign’s creative development by showing all we stand to lose with simple story lines, and bright, lightly animated custom-designed characters.
In addition to consistent schedules on local radio stations, Don’t Regret The Bet is participating in the Michigan Association of Broadcasters’ Public Education Partnership (PEP). Through the PEP, our radio spots are played statewide, with a guarantee of at least $3 in value for every $1 invested.
In its first month, the campaign received $62,390 worth of commercials for an investment of $20,000, equaling a return of $3.12 for every $1 invested.
Broadcast media included television and radio in all five DMAs, including 10% bonus for all radio plus no-charge spots valued at $225,000 from the Michigan Association of Broadcasters Public Education Program, representing more than a 4:1 return on investment for MGCB.
The “Don’t Regret the Bet” campaign received national and international acclaim with a first place win at the PRNEWS Digital Awards, an honorable mention at the prestigious Shorty Awards, and six platinum trophies including:
- PRNEWS Digital Awards First Place: Facebook Platform Presence
- AVA Digital Platinum Award: Digital Marketing Campaign
- AVA Digital Platinum Award: Creativity in Website Design
- dotCOMM Platinum Award: Website Elements/Microsite
- dotCOMM Platinum Award: Digital Marketing Campaign
- MarCom Platinum Award: Integrated Marketing
- Viddy Platinum Award: Integrated Marketing