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NBA, MLB and NHL team up for responsible gaming ad

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The US National Basketball Association (NBA), Major League Baseball (MLB) and the National Hockey League (NHL) have jointly released a new responsible gaming ad, entitled Never Know What’s Next.

The new US responsible gaming ad appears on the NBA, MLB and NHL’s X (formerly known as Twitter) accounts. It aims to show the unpredictability of sports by featuring relevant gameplay moments from NBA, MLB and NHL games and communicate to bettors that there is no such thing as “easy money” or a certain win in sports betting.

The campaign points bettors to ResponsiblePlay.org, a site operated by the National Council on Problem Gambling (NCPG). The site features resources on responsible gaming, including a screening quiz on gambling behaviour and links to local state resources.

The 30-second ad will have its TV premiere today (21 November) during the NBA’s in-season tournament Cleveland Cavaliers vs Philadelphia 76ers game, which takes place at 7.30pm ET. This spot is supported by DraftKings, Fanatics, FanDuel, Penn Entertainment and NCPG.

Moves from Fanatics and Penn Entertainment are currently dominating the US sports betting market. Fanatics Betting and Gaming – a subsidiary of Fanatics Holdings – is exacting a takeover of PointsBet’s US business, as part of a deal agreed to in June. Meanwhile, Penn Entertainment-operated ESPN Bet launched in 17 US states last week.

Continued commitment for responsible gaming in US

Scott Kaufman-Ross, senior vice-president head of gaming and new business ventures at the NBA, said the US responsible gaming campaign might help to discourage young people from betting on sports as a way to make money.

“Working with our fellow sports leagues, gaming operator partners and responsible gaming partners gives added weight – particularly for young bettors – to this shared priority of making an impact on responsible gaming education across the United States,” he said. “Ensuring fans are aware of the inherent risk if they choose to bet and correcting the misconception that betting on sports is a good way to make money are integral to the NBA’s approach to legal sports betting.”

Earlier this year, the NBA joined the American Gaming Association’s “Have A Game Plan. Bet Responsibly” campaign.

Keith Wachtel, NHL chief business officer at the NHL, added that the initiative comes at a critical time with “more fans than ever having the opportunity to legally bet in their home states”.

“It is imperative that we work with our media and sportsbook partners, as well as with our friends at the NBA and MLB, to inform and emphasise the risks and encourage the importance of setting limits and betting responsibly, especially among our growing fanbase in the younger demographic,” said Wachtel.

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