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Michigan Gaming Control Board’s ‘Don’t Regret the Bet’ responsible gaming messaging campaign named Shorty Awards finalist

DETROIT, May 1, 2024 — The Michigan Gaming Control Board’s Don’t Regret the Bet integrated marketing campaign developed in collaboration with King Media, a prominent East Lansing-based public relations firm led by Coleen King, has been recognized as a Shorty Awards finalist.

Shorty Awards logoFounded in 2008 as the first awards show to honor social media, the Shorty Awards is a prestigious international awards competition that recognizes outstanding and innovative work by brands, agencies, influencers, nonprofits, creators, and individuals across digital and social platforms.

The MGCB’s Don’t Regret the Bet responsible messaging campaign has been named a finalist in the Social Good Campaign category of the competition, which honors excellence in executing a social good campaign. The MGCB and King Media have collaborated on developing entertaining, highly visible ads centered on a single idea — Don’t Regret the Bet — that are targeted to reach highly specific audiences. The ads are reaching Michiganders across the state on various platforms — including broadcast TV and radio advertising, point-of-sale video ads at gas stations, digital billboards, and social media, as well as streaming services and podcasts.

“We’re thrilled that our responsible gaming messaging campaign has been recognized as a finalist in the Social Good Campaign category of the Shorty Awards,” MGCB Executive Director Henry Williams said. “It’s a testament to our commitment to promoting safe and responsible gaming practices within the gaming industry and reaffirms the importance of the agency’s efforts to raise awareness of — and prioritize — players’ well-being.”

Launched in March 2023, the Don’t Regret the Bet campaign serves to prevent gambling problems before they start and reduce the number of people in Michigan who develop a serious gambling addiction by:

  • Generating awareness about the MGCB and its Responsible Gaming Section within the agency.
  • Educating individuals about specific actions that help maintain responsible gambling behaviors.
  • Empowering players to call the Problem Gambling Helpline or Responsible Gaming Section if they have a problem with gambling or know of someone who does.
  • Encouraging community organizations to reach out to the MGCB for informational materials, presentations, and public speaking engagements.

The campaign was recognized with three platinum-level awards last year — including a Platinum MarCom Award in October, a Platinum dotCOMM Award in September, and a Platinum Viddy Award in August — and has produced impressive results in its first year, surpassing industry standards and achieving significant added value for the MGCB.

Shorty Award winners will be announced and celebrated at a live ceremony in New York City on May 22. The Real Time Academy, a group of industry professionals selected by the Shorty Awards based on their professional reputations, industry knowledge, and personal achievements, determines winners from among the entries received. Entrant work is judged on the merits of excellence in creativity, strategy, and engagement. An additional public voting component is also used to select Shorty Awards contenders.

Past notable Shorty Award winners include Malala Yousafzai, Trevor Noah, Michelle Obama, Conan O’Brien, Lady Gaga, Bill Nye, and Lizzo. Brands and organizations such as Chipotle, Duolingo, Marvel Studios, HBO, Red Bull, Airbnb, Nestle, BMW, UNICEF, and the Human Rights Campaign have also been awarded.

A complete list of the Social Good Campaign category finalists can be found on the Shorty Awards website at

Gambling in any form is for entertainment purposes only. If you or someone you know may have a gambling problem, contact the National Problem Gambling Helpline, which offers hope and help without stigma or shame. Call 1-800-GAMBLER, text 800GAM, or visit Help is available 24/7 and is free and confidential. Michigan citizens can also visit the Responsible Gaming page of the MGCB website for information on self-exclusion programs including the Disassociated Persons List and the Internet Gaming and Sports Betting Responsible Gaming Database, and for additional tools to game responsibly.

The Michigan Gaming Control Board shall ensure the conduct of fair and honest gaming to protect the interests of the citizens of the state of Michigan. Learn more at

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