Online gambling

Play Alberta Makes Online Gambling Less Scary » Strategy

Play Alberta makes online gambling less scary

The government-run site parodies horror movies to stand out from a deluge of options that aren’t yet legal in the province.

Play Alberta’s new campaign offers the safe play option in a wave of scary and unknown online options.

The “A Better Way To Play” campaign features three parodies of famous horror movies: Scream, The Warriors and The brilliant. The antagonists in these films satirically portray Play Alberta’s gray market competitors, with the subject of the ad denying their overtures in favor of Play Alberta’s services.

The campaign’s aim is to reduce the deluge of gambling websites that exploded in Canada following the legalization of single-sport betting in August last year, and to encourage more Albertans to use PlayAlberta.ca.

To that end, Play Alberta considers that as a legal entity, it can uniquely offer the peace of mind and security that comes with attending a government facility. Albertans need a safe place to gamble online, as 80% of Alberta adults play at least one gaming activity per year, adding to the $23 billion that residents of the province spend annually on legal gambling.

“It’s just a human truth that we’ve heard stories of people not getting their payments and your information stolen,” says Mark Lovely, creative director at McCann Calgary, the campaign’s ad agency. “There’s this kind of big, menacing gray market, an all-encompassing entity that makes it look like your money is going somewhere overseas. There was so much mystery around it. To be able to give people that security, to know that it’s regulated by the government and having that inherent trust, and also feeling like it’s fair for us, I think it just crushed all the fear that people have when they want to gamble online.”

The campaign will air on TV, OLV and in theaters across Alberta until November 20. Production was handled by Kiddo Films with Steve Mapp directing the commercials.