The Danish Gambling Authority (DGA) has published a new video as part of its ‘Play it Cool’ campaign, designed to increase awareness of the regulated market.
As per the DGA’s press release, the campaign is targeted towards players aged between 18 and 24 and aims to steer the demographic away from black market operators.
The short clip shows two young consumers playing a slots game via a mobile phone, before an older character appears, angrily asking them both if they are playing it cool.
It continues by detailing how players can take a more proactive approach to protecting themselves from unlicensed operators, such as checking if the company they are gambling with boasts a DGA label on its site.
The advert explains that searching for the DGA logo is the “only guarantee that the game is fair”.
The older character declares “so if you absolutely must play…play it cool”, before departing.
Anders Dorph, director of the DGA, provided further commentary on the campaign, adding: “Fortunately, we know that the vast majority of Danes play with opreator licensed by the Danish Gambling Authority.
“Our latest figures show that 91.5% of Danes’ online gambling takes place on licensed sites. We are happy about that, but it also means that almost 10% play on sites that do not have the same level of consumer protection as licensed sites.
“That is why we want to ensure that Danes know that they should keep an eye on the Danish Gambling Authority’s label when they play for money.”
Given the age of the campaign’s target audience, the DGA has ensured the campaign is featured on several outlets where 18-24-year-olds are most active, including social media, streaming services, as well gyms and educational institutions.
Developed by marketing agency Advice, the campaign will run from today, 28 April, until 18 May.
Just over two months ago, the Danish regulator published a new marketing campaign targeting young men to raise awareness of the nation’s self-exclusion register.
The post Danish regulator releases new ad campaign targeting 18- to 24-year-olds first appeared on EGR Intel.
Danish Gambling Authority urges all young consumers to ‘play it cool’ and check each operator’s site for the authority’s logo before betting
The post Danish regulator releases new ad campaign targeting 18- to 24-year-olds first appeared on EGR Intel.