Cole Caufield is putting his acting chops to the test as BET99 is launching its newest responsible gaming campaign ahead of the upcoming NHL season.
Key Takeaways
- Cole Caufield and Georges St-Pierre star in BET99’s latest responsible gaming commercial.
- The campaign uses humour to highlight time, wager, and deposit limits available to players.
- BET99 continues to promote responsible gaming tools including self-exclusion, timeouts, and betting limits.
In a spot posted to BET99’s social accounts, the Montreal Canadiens winger stars as BET99’s newest “Assistant” Responsible Gambling Ambassador, alongside fellow BET99 representative and “Supreme” Ambassador Georges St-Pierre.
“I’m still trying to figure out what an Assistant actually does. GSP hasn’t given me much direction,” Caufield said. “But I do know responsible gambling is important - know your limits and use the tools that are there to help.”
In the zany commercial, GSP, clad in face paint and “GAMBLE RESPONSIBLY” across his chest, joins Caufield to share a few danishes as well as the importance of playing responsibly.
BET99 CEO Jared Beber, who stars in the commercial as himself, also shared his thoughts on the importance of users playing within their means, while also poking fun at the memorable and at times comedically outlandish commercial.
“Responsible gambling is a serious subject, but that does not mean the message has to be forgettable. By using humour, the unexpected dynamic between Georges and Cole, and the repetition of time limits, wager limits, and deposit limits, we wanted to create something people would genuinely remember,” Beber said. “If the commercial makes someone laugh while also helping them understand the tools available to manage their play, then it has done exactly what we intended.”
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BET99 prioritizing responsible gaming
“We wanted the tools to be the message, but we didn’t want to make a commercial that felt like a lesson,” BET99 creative director Binu Koshy outlined. “The goal was to make people laugh, remember the characters and, hopefully, remember the tools, too.”
The latest spot is an extension of a multi-year partnership between St-Pierre and BET99, who has previously starred in several commercials for the operator.
“For me, responsible gambling is about control. That’s what we want people to take away from this,” St-Pierre said via BET99. “Know your limits and use the tools that are there to help you.”
BET99 features a suite of industry-standard tools to help players remain in control. Self-Exclusion programs, timeouts, limits, and more are all available through the operator, with dedicated pages on their website to help users explore their options further.
