The New York State Gaming Commission received multiple national awards this summer, recognizing its commitment to responsible gambling through its “Small Risk & Big Gamble” campaign. The campaign launched in July.
The campaign won three times at the North American Association of State and Provincial Lotteries’ (NASPL) 2024 Batchy Awards. It also won the National Council on Problem Gambling’s (NCPG) Gift Responsibly Campaign Award.
“We all take risks in life,” says the campaign says. “Just gamble responsibly.”
NYSGC campaign: Small message & big impact
The NYSGC took a straightforward and relatable approach to its summer campaign. We take small risks in our daily lives that may not seem to have large consequences, but we always need to take gambling seriously.
The Empire State has the largest legal sports betting and lottery markets in the US. This also makes it the most significant target market for sharing the importance of responsible gambling in New York.
The “Small Risk & Big Gamble” campaign had several short commercials illustrating fictitious characters “gambling” in ways that we don’t often consider, such as eating gas station sushi or hitting the snooze button before work in the morning.
Of course, these risks have consequences like getting sick or being late to work. But they pale in comparison to irresponsible gambling behaviors, like betting more than you can afford to lose or buying lottery tickets for minors.
It is illegal for minors to purchase lottery tickets, but it is technically not illegal to buy lottery tickets for minors. However, the New York Lottery strongly opposes all forms of underage gambling and has run multiple campaigns in previous years discouraging giving scratch-off tickets to minors as holiday presents.
Acknowledgement from two distinct organizations
Recognition for the NYSGC’s “Small Risk & Big Gamble” campaign came from two separate angles, further highlighting its effects.
The first came from the NCPG, which gave it the Gift Responsibly Campaign Award at July’s Conference on Gambling Addiction and Responsible Gambling. The award highlights “outstanding public awareness material prepared by a Lottery to promote the responsible purchase of lottery products during the holiday season in support of the NCPG Gift Responsibly Campaign.”
More accolades followed in September at the NASPL 2024 Batchy Awards, part of its annual conference in Kansas City, Missouri.
The Batchy Awards had seven categories, one of which was Responsible Gambling. The RG category had four awards for best campaign in each medium: Television, Radio, Digital/Social Media, and Coordinated Campaign.
The Commission’s campaign was a finalist in all four categories and won top honors in three (Radio, Digital/Social Media and Coordinated Campaign). It finished second to the Ohio Lottery in the Television category.
Commission Chair Bryan O’Dwyer expressed gratitude for the recognition:
“New York is honored to be recognized by both lottery operators and problem gambling prevention advocates for our latest creative campaign promoting responsible gaming practices.
“By illustrating everyday risks and how they relate to decisions about gambling, we are able to effectively deliver a simple but important message to a broad audience. I thank both NASPL and the National Council on Problem Gambling for recognizing the Commission’s efforts to keep gaming fair and safe.”
September is Responsible Gaming Education Month, but efforts are year-round
The New York State Gaming Commission has maintained numerous partnerships promoting responsible gambling, including the New York State Office of Addiction Services and Supports (OASAS) and the New York Council on Problem Gambling.
These three entities formed the state’s Responsible Play Partnership (RPP), which provides access to help for all individuals needing gambling-related assistance, either for themselves or a loved one. It also ensures the state’s gambling activities fall under regulatory compliance.
The entities also recently recognized and supported the American Gaming Association (AGA), which designated September as Responsible Gaming Education Month.
O’Dwyer said the commission was proud to acknowledge RG Education Month but highlighted that combatting problem gambling was “a year-round responsibility with all stakeholders – gaming operators, regulators, advocates and clinicians – working together to make a safe and responsible gaming environment.”
