Michigan Gaming Control Board’s Don’t Regret the Bet Campaign Named Finalist in Two Categories for PRNEWS Platinum Awards

DETROIT, Oct. 3, 2025 — The Michigan Gaming Control Board (MGCB) announced today that its Don't Regret the Bet responsible gaming campaign has been named a finalist in two categories of the 2025 PRNEWS Platinum Awards, one of the communications industry’s most prestigious honors.

The campaign is being recognized for:

• Campaign of the Year – honoring Don’t Regret the Bet for its innovative and measurable public health impact.
• Video Series – celebrating the campaign’s compelling collection of videos that deliver relatable and authentic messages about the risks of problem gambling.

The PRNEWS Platinum Awards celebrate excellence in public relations, marketing, and strategic communications, with more than 70 categories spanning industries such as healthcare, nonprofit, technology, and finance. In 2025, PRNEWS received a record number of entries—well over 1,000—making this year’s finalist selection one of the most competitive in the award’s 20-year history.

“Being named a finalist in not just one, but two categories is a tremendous honor,” said Henry Williams, MGCB Executive Director. “Don’t Regret the Bet was built on research, creativity, and a strong commitment to protecting Michigan communities. This recognition affirms the campaign’s ability to spark reflection, encourage safer gambling habits, and drive meaningful outcomes for public health.”

Coleen King, president and founder of King Media, the agency that partnered with MGCB to create and execute Don’t Regret the Bet, added, “From the beginning, our goal with Don’t Regret the Bet was to meet people where they are with messages that feel authentic, impactful, and relatable. This finalist recognition validates the power of creative storytelling backed by data to make a real difference in people’s lives. We are proud to stand alongside MGCB in advancing responsible gaming in 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 campaign uses research-driven insights to reach high-risk groups—including young adults and active bettors—through a variety of media channels. Tactics have included partnerships with the Michigan High School Athletic Association (MHSAA), digital and streaming media, gas station TV, and live sports broadcasts.

The campaign’s video series—which includes memorable animated characters, the award-winning “Mini-Me” commercial, and other compelling storytelling—was designed to meet younger audiences where they are, using humor and relatability to highlight the very real consequences of gambling harm.

Don’t Regret the Bet has already demonstrated measurable success:

• More than 15 million impressions through streaming TV and digital audio platforms, plus 5.6 million podcast impressions.
• The campaign’s ads performed far above industry standards, with casino-targeted ads drawing nearly 4% of viewers to click through (compared to an average of less than 1%), and NFL Draft ads topping 6%.
• Calls to Michigan’s gambling helpline declined by nearly 20%, while the percentage of callers entering treatment rose to 19%, showing fewer people reaching out in crisis and more taking action toward recovery.

The winners of the 2025 PRNEWS Platinum Awards will be announced at a ceremony in New York City on October 7, 2025.

For more information about the awards, visit prnewsonline.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.