Lucky Sports, one of the leading iGaming platforms in Brazil, has launched a new campaign promoting responsible gaming during prime time on Globo. Aiming to raise awareness that betting should be treated as entertainment, the company reinforces this stance through the concept that guided the narrative. "Betting is in our nature. Over-betting is not" and "Lucky Sports, I dare you not to have fun."
The new advertising piece premiered this Tuesday (26), during the break of the National Journal, on TV Globo, and is the first in a series of other videos produced. The initiative reaffirms Lucky Sports' commitment to responsible gaming. This had already been reinforced previously, when it became the first national brand to adopt the text "Play responsibly" along with its slogan in the brand signatures, even before there was a mandatory requirement for such – currently required by Conar's standards.
During the first video of the new campaign, the issue that the practice of betting is human nature comes up, even making reference to the arrival of man on the moon. In a 30-second film, the advertising piece starts with an astronaut arriving on the moon and shows how, two years earlier, people doubted such a feat.
Subsequently, the concept is presented, valuing responsibility and betting as a form of entertainment.
“We were pioneers in talking about responsible gaming in the country, a natural movement, since this has always been a pillar in our company. This time, we sought to bring differentiated communication, anchored in a highly worked aesthetic, which sought to recreate great historical feats, in addition to having a clear and objective text”, emphasizes Sofia Aldin, CMO of Lucky Sports Group.
“This idea was precisely to draw attention and invite people to reflect that betting has always been part of human nature, that we are driven by the challenges that life imposes on us. But making it clear that, in the case of Lucky Sports, the act of betting is about fun and entertainment and this we know how to offer like no one else”.
“Therefore, in this reality, it is essential to work with responsible gaming practices and disseminate this understanding so that it becomes increasingly clear in people's minds", she concludes.
The campaign was conceived by the agency Suno United Creators, from São Paulo, with creation by Rynaldo Gondim and Gabrielle Henriques and produced by Saigon Filmes.
Source: GMB
