September 03, 2025
DETROIT, Sept. 3, 2025 — The Michigan Gaming Control Board (MGCB) has earned a 2025 Platinum dotCOMM Award—the competition’s highest honor—for its “Mini Me” commercial, part of the agency’s Don't Regret the Bet responsible gaming campaign. The spot won top recognition in the Social Media Marketing – Use of Video category, honoring creativity and excellence in digital communication.
Developed to reach young adults ages 18-24—a demographic research shows is at heightened risk of gambling-related harm—“Mini Me” combines hand-drawn animation with live-action footage to deliver a lighthearted yet impactful reminder about making smart choices when it comes to gambling. The approachable tone was designed to engage without stigma or judgment, helping the message resonate with its intended audience.
In just six months, the video generated strong engagement across Facebook, Instagram, Snapchat, Gas Station TV (GSTV), and other digital platforms, including:
“Winning a Platinum dotCOMM Award underscores the effectiveness of our responsible gaming messaging,” said MGCB Executive Director Henry Williams. “The ‘Mini Me’ spot was intentionally designed to speak to young adults in a way that is approachable, relatable, and memorable. This recognition affirms that our message is not only being heard, but also making an impact.”
The MGCB previously earned a Platinum dotCOMM Award in 2023 alongside King Media for the launch of the Don’t Regret the Bet integrated marketing campaign, which continues to expand its reach across Michigan.
Launched in March 2023, Don’t Regret the Bet aims to prevent gambling problems before they start and reduce the number of people in Michigan who develop a serious gambling addiction. The MGCB and King Media have collaborated on a wide range of responsible gaming messages reaching Michiganders across multiple platforms — including broadcast TV and radio, point-of-sale video ads at gas stations, digital billboards, social media, streaming services, and podcasts.
“We’re proud to see the ‘Mini Me’ spot recognized on an international stage,” said Coleen King, president and founder of King Media. “From the very beginning of our partnership with the MGCB, our focus has been on creating work that not only stands out creatively, but also makes a measurable difference in people’s lives. This award validates the power of that mission—and it inspires us to keep pushing forward in our shared commitment to prevent problem gambling before it starts."
Established in 1994, the dotCOMM Awards is an international competition that honors excellence in web creativity and digital communication. This year, more than 2,500 entries were submitted from throughout the U.S., Canada, and 16 additional countries. Entries are judged by the Association of Marketing and Communication Professionals (AMCP), which evaluates based on quality, creativity, and resourcefulness.
Winners are selected from 241 categories for websites, videos, social media, paid media, owned media, earned media, and digital marketing and communication programs. The complete list of 2025 Platinum and Gold dotCOMM Award winners is available at www.dotcommawards.com.
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 at 1-800-GAMBLER, text 800GAM, or visit www.1800gamblerchat.org. 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 DontRegretTheBet.org 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 Michigan.gov/MGCB.
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