BCLC Promotes PlayNow in Unconventional Ad Campaign

The British Columbia Lottery Corporation has found an unconventional way of promoting sports betting on its PlayNow brand. This month, the Crown launched “Picture Them Naked”, which as the name suggests is a fun new campaign that utilizes an old piece of advice usually used to help calm one’s nerves and potentially remove the stress from sports betting activities.

Over the last couple of years, sports betting has become increasingly popular not only in Canada but in British Columbia as well. However, factors such as odds and the plethora of wagering options could be overwhelming for the casual bettor. The launch in September and will be broadcast on TV, online, and social channels in the province.

Accommodating Casual Bettors

BCLC explained the campaign’s target is to display the province’s only legal iGaming site, PlayNow, as a safer option, while helping it stand out in the plethora of gambling ads. This is not the first time that the Crown has taken such an approach as earlier this year, it came up with some unique advertising efforts for the NHL playoffs.

One Twenty Three West creative director Kate Roland said sports betting commercials are largely the same as they are flashy, loud, and often confusing. This could lead to players wondering who they are betting with or where their money is going. That is why the new campaign aims to eliminate the intimidation factor as PlayNow has nothing to hide and focuses on the experience.

The 30-second TV spot kicks off with an image of a football player and a voice-over saying that gambling can be overwhelming for novice gamblers. It then moves to focus on a series of televised sports, where everyone involved is naked with their private parts pixelated. The spot ends by telling viewers that they can learn to bet on BCLC’s safe and secure PlayNow.

Jessica Bieniasz, senior specialist sports brand and advertising for the company said the goal of the initiative is to reduce intimidation on all fronts so that people can get into the fun of the game. She added that BCLC wanted to make sure that PlayNow is the home for safe and secure sports betting and make it easier for players to learn all aspects of the betting process.

BCLC Will Not Adopt Ontario’s Advertising Approach

Recently, the Crown agency’s Matt Lee commented that BCLC will not follow Ontario’s example of banning pro athletes from featuring in gambling advertisements. He reminded that the Crown has a policy in place forbidding it from using sports stars or other celebrities. BCLC is trying to advertise in a way to supports players’ health, as it abides by its own standards for marketing.

Furthermore, Mr. Lee also commented that it was interesting to remark that BCLC’s standards in the province have been around for quite a while. He added that the Crown corporation meets advertising standards that are set out by the province and includes a mandate through which they don’t and can’t use celebrity or entertainment endorsers whose appeal is to younger demographics.

Source: Powell, Chris “BCLC takes it all off to promote its safe betting option, PlayNow Sports” TheMessage, September 19, 2023