theScore Bet has launched a dedicated responsible gaming campaign in Ontario called Bet Mode Responsibly.

The campaign, which was approved by the Responsible Gambling Council (RGC) and National Council on Problem Gambling (NCPG), introduces theScore Bet’s “Smarter Betting Hotline” which can be accessed by dialing 1-888-SCOR-BET.

The hotline features comedian Susie Essman, actor Rex Lee, and Toronto’s own Gerry Dee, already signed up as “characters” in the brand’s marketing campaign, who offer “Smart Tips to Bet Responsibly from Not-So-Smart People.”

The hotline, which also drives awareness for ConnexOntario, reinforces key responsible gaming messaging, such as: setting time and spending limits; not betting when stressed or upset; and only betting within your means.

“Responsible gaming and player education is embedded into our entire operation and it was important to us to roll out a dedicated RG campaign in connection with our Ontario launch,” said Aubrey Levy, Senior Vice President, Marketing and Content, theScore, in a release.

“While helping those with gambling problems is a core component of a responsible gaming program, RG is also about educating the market at large on how to keep gaming fun and playing responsibly. As with our overall campaign, we wanted to deliver that message in a way that is authentic and engaging, resulting in this campaign taking a different approach from the more traditional RG communications people are used to seeing.”

Shelley White, CEO of the Responsible Gambling Council, added that the RGC “commends” theScore Bet’s commitment to responsible gambling with the Bet Mode Responsibly campaign.