Sport / Content Production

GambleAware: Bet Regret


How do you engage at-risk sports fan and make them think about their betting behaviour?


Together with M&C Saatchi, we created “Bet Regret” a multi-platform creative campaign that speaks to sports fans (mainly football) across a number of channels – TV, OOH, Digital, PR and Experiential

We engaged with fans directly by tapping into their behavior and other interests such as watching the football at the pub, getting a fresh trim, playing 5-a-side with their mates and creating conversations around being bored during the international break


275K Unique user visits to Bet Regret page

7M+ Impressions

5M Adults reached

792K Target audience (16-34 year old at-risk bettors) reached

Safer Gambling: Bet Regret

The #BetRegret Cup Final

David James - Beat the Bake