BetVictor Canada has officially launched its new responsible gambling advertising campaign fronted by former Toronto Raptor Tracy McGrady.

NBA Hall-of-Famer McGrady, who began his career with the Raptors, was named as the Ontario-licensed operator’s Safer Gambling Ambassador back in October. This week, the partners have taken their marketing live in the province.

Two mobile digital trucks targeting high-traffic areas near the Raptors and the Maple Leafs’ Scotiabank Arena home and the Toronto Blue Jays’ Rogers Centre will provide audience exposure for the campaign. The marketing will be scheduled around Leafs, Raptors and Blue Jays home games.

BetVictor Canada has also partnered with Clear Media Group in a move that will see 100 taxis display key brand messaging around the city.

The campaign coincides with Problem Gambling Awareness Month, a nationwide campaign held every March that seeks to increase public awareness of problem gambling and promote prevention, treatment and recovery services.

“BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services,” said BetVictor Group Head of Emerging Markets Mark Harper.

“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience.”

During his time with the Raptors, McGrady formed a popular double-act with his cousin, Raptors legend Vince Carter, and the pair led the franchise to its first-ever postseason berth in 2000.

“Safer gambling is an important issue across Canada and I look forward to helping to promote this message alongside BetVictor to encourage Canadian customers to bet and play safely and responsibly,” said McGrady last year.

Licensed online gaming brands in Ontario are not permitted by the Alcohol and Gaming Commission of Ontario (AGCO) to use athletes or other celebrities in their marketing unless it is specifically for the purpose of promoting responsible gambling measures.

BetVictor is one brand operated by Gibraltar-headquartered BVGroup. The company’s gaming portfolio also includes the likes of Betano UK, Heart Bingo and Wiz Slots.