The Michigan Gaming Control Board (MGCB) has secured a prestigious 2025 Platinum dotCOMM Award for its creative digital campaign promoting responsible gambling. The recognition was given for the “Mini Me” video, which was honored in the Social Media Marketing – Use of Video category, marking the competition’s highest level of achievement.
Innovative Campaign Speaks to At-Risk Youth
As part of the MGCB’s larger Don’t Regret the Bet initiative, “Mini Me” targets young adults aged 18 to 24—a group identified through research as particularly vulnerable to gambling-related risks. The video cleverly merges hand-drawn animation with live-action elements to deliver a message that’s both accessible and memorable, all while steering clear of stigma or moral judgment.
“The ‘Mini Me’ spot was intentionally designed to speak to young adults in a way that is approachable, relatable, and memorable,” said MGCB Executive Director Henry Williams. “This recognition affirms that our message is not only being heard, but also making an impact.”
Launched in March 2023, Don’t Regret the Betfocuses on prevention by raising awareness and encouraging responsible gambling behaviors before problems begin. The campaign has rolled out messages across a wide range of media platforms including TV, radio, social channels, podcasts, and point-of-sale video at gas stations.
Strong Engagement and Broad Reach
Within six months of its release, the “Mini Me” video demonstrated impressive engagement metrics across various platforms. The campaign achieved:
- Over 255,000 impressions
- Nearly 150,000 unique viewers
- More than 13,000 clicks—the highest of any ad in the campaign
- 2 million+ impressions on Gas Station TV (GSTV)
- A 100% completion rate on GSTV, exceeding industry standards by 10%
These figures indicate that the message is effectively reaching and engaging its intended demographic.
Creative Recognition on a Global Stage
The dotCOMM Awards is an international competition recognizing innovation and excellence in digital communications. Managed by the Association of Marketing and Communication Professionals (AMCP), the awards evaluate entries based on originality, effectiveness, and overall quality. This year’s competition drew over 2,500 submissions from across the United States, Canada, and 16 other countries.
For the MGCB, this marks the second consecutive year of Platinum recognition. In 2023, the agency also received top honors for launching the broader Don’t Regret the Bet campaign, created in partnership with Michigan-based communications firm King Media.
Coleen King, president and founder of King Media, emphasized the significance of the latest accolade: “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.”
Ongoing Commitment to Prevention
Through strategic outreach and targeted messaging, the MGCB continues to prioritize prevention in its efforts to address problem gambling across Michigan. This latest recognition not only celebrates the agency’s creative efforts but also highlights the effectiveness of thoughtful, stigma-free communication in encouraging responsible behavior—especially among those most at risk.
Source:
“MGCB Wins Platinum dotCOMM Award for “Mini Me” Responsible Gaming Commercial”, michigan.gov, September 3, 2025
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