BetMGM and brand ambassador Connor McDavid are taking a new spin on their partnership.
The pair released a new responsible gambling advertisement via the All-Star’s social media channels Friday, just in time for Problem Gambling Awareness Month.
“We are determined to lead the industry in promoting responsible gaming and we're proud to be doing so in partnership with one of hockey's greatest players,” BetMGM director of responsible gambling Richard Taylor said via press release. “As the legalized sports betting and online casino industry continues to grow and evolve, we remain committed to equipping players with information, tools and resources to help them play in a responsible and sustainable manner."
“It’s all about being responsible if you choose to bet - staying in control and not getting carried away,” McDavid added via his Instagram post. “That’s super important to me and I really hope it’s advice that everyone follows.”
The advertisement, which features McDavid alongside a man with a humorous affinity for "getting carried away," also notably arrives just in time for changing Ontario legislation surrounding the use of prominent athletes to promote gambling.
Beyond the NHL All-Star’s social media posts, the advertisement will also air across Canada and the U.S. over the coming weeks as the Stanley Cup Playoffs rapidly approach.
New rules changing the face of gambling ads
The change, which went into effect on Feb. 28, explicitly prohibits the inclusion of current and retired athletes such as McDavid or fellow BetMGM rep Wayne Gretzky, from appearing in sports gambling advertisements.
A key exemption to that rule, however, is the ability for prominent figures to feature in advertisements promoting responsible gambling -- such as this most recent commercial for McDavid.
That rule change, proposed last August amidst a perceived explosion in sports gambling advertising, also applies to the use of various other figures such as cartoons, influencers, and other entertainers that “would likely be expected to appeal to minors.”
While broad in nature, the Alcohol and Gaming Commission of Ontario has explained that they’ve aimed to both protect youth within the province with the new legislation, while also seeking to provide Ontario sports betting operators with what they describe as a greater degree of flexibility while still meeting the new regulations.
“Children and youth are heavily influenced by the athletes and celebrities they look up to,” retired AGCO registrar and CEO Tom Mungham said via an August release. “We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”
