Michigan Gaming Control Board and King Media Win Gold Shorty Impact Award for “Don’t Regret the Bet” Marketing campaign

DETROIT, March 31, 2026 — The Michigan Gaming Control Board (MGCB), along with King Media, has acquired a Gold Shorty Impact Award for the “Don’t Regret the Bet” marketing campaign, acknowledged within the Cause: Mental Health class. The award honors digital and social initiatives that display measurable effectiveness and significant influence.

The Gold distinction reinforces the marketing campaign’s success in advancing accountable gaming consciousness throughout Michigan. Developed following the legalization of on-line and sports activities betting, “Don’t Regret the Bet” was designed to assist residents acknowledge early warning indicators of drawback playing and encourage knowledgeable, accountable decision-making.

Rather than counting on fear-based messaging, the marketing campaign utilized humor, empathy, and relatable real-life situations to cut back stigma and immediate self-reflection. Through a totally built-in, statewide media technique spanning broadcast, digital, social, and digital-out-of-home channels, the marketing campaign reached high-risk audiences with sustained frequency and relevance.

The outcomes underscore its effectiveness. “Don’t Regret the Bet” generated document engagement throughout platforms and achieved an estimated 289% return on funding. One of the marketing campaign’s most recognizable artistic executions, the “Mini Me” video — mixing hand-drawn animation with stay motion — proved particularly efficient in connecting with youthful grownup audiences on Facebook, Instagram, Snapchat, fuel Station TV, and Digital-Out-of-Home placements.

“We’re honored the campaign was recognized with a Gold Shorty Impact Award,” stated MGCB Executive Director Henry Williams. “This campaign was carefully crafted with a message that is relatable and free of stigma, encouraging smart choices around gambling. Our partnership with King Media allowed us to deliver that message in a way that resonates and, most importantly, makes a measurable difference.”

The Shorty Impact Awards have fun the best purpose-driven work from manufacturers, companies, and organizations worldwide, recognizing campaigns that mix strategic perception, artistic excellence, and demonstrable social good. Earning Gold locations “Don’t Regret the Bet” among the many highest-performing initiatives in one of many competitors’s best classes.

“This recognition reinforces the impact of the campaign and the power of strong collaboration,” stated Coleen King, Founder and Principal of King Media. “When strategy, creativity, and public service align, meaningful behavior change is possible.”

Now in its annual celebration of excellence, the Shorty Impact Awards highlight work that evokes motion and advances social good. This Gold honor affirms the marketing campaign’s measurable success and highlights the continued dedication of MGCB and King Media to accountable gaming schooling throughout Michigan.

For extra info on Don’t Regret the Bet, go to DontRegretTheBet.org.

Gambling in any type is for leisure functions solely. If you or somebody might have a playing drawback, name 1-800-GAMBLER, chat online, or go to 800gambler.org. Help is out there 24/7 and is free and confidential. Michigan residents also can go to the Responsible Gaming web page of the MGCB web site for info on self-exclusion packages together with the Disassociated Persons List and the Internet Gaming and Sports Betting Responsible Gaming Database, and DontRegretTheBet.org for added instruments to recreation responsibly. 

The Michigan Gaming Control Board shall make sure the conduct of truthful and trustworthy gaming to guard the pursuits of the residents of the state of Michigan. Learn extra at Michigan.gov/MGCB.