Don’t Regret the Bet was created at a pivotal moment in Michigan.
In 2020, online and sports betting became legal across the state, joining brick-and-mortar casinos as widely accessible gambling options. Almost overnight, Michiganders were inundated with pro-gambling advertising encouraging them to place bets anytime, anywhere. At the same time, the COVID-19 pandemic reshaped daily life—isolating people, increasing stress, and pushing more activity online. For many, gambling became another digital escape.
The consequences surfaced quickly. Gambling-related harms increased, and with them, the need for a proactive, modern approach to prevention.
In response, the Michigan Gaming Control Board (MGCB) launched a statewide effort focused not on reacting to addiction—but preventing it before it takes hold. Through its newly formed Responsible Gaming Section, and in partnership with King Media, MGCB developed Don’t Regret the Bet: a campaign designed to cut through the noise of gambling ads and speak directly to those most at risk.
The mission is simple but urgent: illuminate what we stand to lose when betting gets out of hand—before regret sets in.
2025
AVA Digital Platinum Award: Graphics/Design
dotCOMM Platinum Award: Digital Marketing Campaign
MarCom Platinum Award: Integrated Marketing Campaign
MarCom Gold Award: Web Video, Nonprofit
PRNEWS Platinum Award Finalist: Campaign of the Year – Nonprofit
PRNEWS Platinum Award Finalist: Video Series
Shorty Award Finalist: Short Form Video
Shorty Award Winner: Mental Health Campaign
2024
AVA Digital Platinum Award: Digital Marketing Campaign
AVA Digital Platinum Award: Creativity in Website Design
Emmy Regional Award: Motion Graphics
PRNEWS Digital Awards First Place: Facebook Platform Presence
PRNEWS Nonprofit Awards Honorable Mention: Social Media Campaign
PRNEWS Nonprofit Awards Honorable Mention: Social Responsibility Campaign
2023
dotCOMM Platinum Award: Website Elements/Microsite
dotCOMM Platinum Award: Digital Marketing Campaign
MarCom Platinum Award: Integrated Marketing
Viddy Platinum Award: Integrated Marketing
King Media
kingmedia@kingmedianow.com
517-333-2048
