Skip to main content

The "Bet Regret" Campaign - Year One

This campaign taps into the ‘I shouldn’t really, I’ll kick myself’ feeling immediately when a bet is placed when drunk, bored or chasing losses, provoking self-appraisal and self-reflection around such moments of ill-considered betting, with the aim of reducing the propensity to make such bets, and thus avoid behaviours that are obvious pathways towards problematic gambling.

Bet Regret describes the universal feeling of remorse sports bettors often get when they make an impulsive bet – the kind of bet that bettors say they will know they will kick themselves for the moment they made it.

Targeted at the audience estimated at 2.4m young men aged 18-34 who gamble regularly on sport, mainly online, the campaign aims to drive self-reflection, as well as help their friends and partners recognise the warning signs of Bet Regret. The campaign was developed after extensive research, consultations with academic experts and several waves of focus groups with frequent sports bettors.

This campaign taps into the ‘I shouldn’t really, I’ll kick myself’ feeling immediately when a bet is placed when drunk, bored or chasing losses, provoking self-appraisal and self-reflection around such moments of ill-considered betting, with the aim of reducing the propensity to make such bets, and thus avoid behaviours that are obvious pathways towards problematic gambling.

Three TV commercials were produced by Gorgeous Productions to lead the campaign, directed by Chris Palmer.

There are also a wide range of other creative materials to support digital marketing across social media platforms, out-of-home advertising focused around pubs and sportsgrounds, perimeter LED boards at key football matches, and to support a forthcoming programme of community activation projects. This campaign is just one part of the multi-layered public health approach required to reduce gambling-related harms.

Whilst there is a digital always on component strand to the Safer Gambling campaign, the two TV bursts ran from late February to end April to align with the football season and start of the horse racing season and then from end August to end September. 

All activity has been closely monitored with four waves of Tracking Study conducted by Ipsos MORI. Despite a low share of voice (just 2.6% of the sports betting advertising spend), campaign results to-date are positive; indicating that the campaign is well targeted against those most at risk with good recognition and strong take out of the message. Summary of the results can be found here.

In addition, a series of short films featuring ex England goalkeeper, David James ran on facebook and Twitter from mid September 2019. Results of this content campaign were also measured by Ipsos MORI and can be found here.

David James continues to be an ambassador for Safer Gambling in 2020 as part of his partnership with BeGambleAware. The content films below have been created to run across Facebook and Twitter.

"Trophy of tea"

Trophy of tea
Trophy of tea
Trophy of tea

"Wedding punch"

Wedding punch
Wedding punch
Wedding punch

Overall results show fairly high levels of 'in principle awareness' of risks and knowledge about how to cut down - and that the main challenge is now to help translate this awareness into behaviour change to help bettors gamble more safely.

Work is currently in development to provide specific tools and simple nudges to help bettors pause and reconsider, thereby avoiding "Bet Regret". The new creative brief has been developed.

The impact of Covid19 led to the cancellation of major sporting events including The Premier League and a subsequent marked decline in sports betting. However 100 days on, the Premier League returns, albeit behind closed doors, with a schedule of 92 games to be played within just 6 weeks. As a result, and as part of the Safer Gambling campaign, a social campaign is being launched to run from 6th July to 26th July using ex England goal keeper David James to deliver the message that ‘with so much football coming our way, it is easy to make impulsive bets so think twice to avoid Bet Regret'.

"Football is back"

Football is back
Football is back
Football is back