BET MODE RESPONSIBLY

Also: Smart Tips to Bet Responsibly from Not-So-Smart People · Smarter Betting Hotline

theScore Bet's responsible gaming campaign launched in May 2022 after Ontario opened its regulated online market, using comedians Susie Essman and Gerry Dee and actor Rex Lee to deliver 'smart tips from not-so-smart people' (set time and spending limits, don't bet when upset, bet within your means) through social and digital ads and a joke 'Smarter Betting Hotline'.

Years: 2022
Country: Canada
Topic: Gambling
Asks people to: Start Stop
Strategy: Celebrity Humor Simple instruction
Channel: Hotline Social (paid)Website
Audience: Adults
Ontario sports bettors.

Evidence

NoneUnknown

No evaluation found.

Sponsor (who paid)

theScore Bet (Penn National Gaming) Industry, creator and funder
Responsible Gambling Council; National Council on Problem Gambling NGO, consulted

Credits (who made it)

Susie Essman Individual, 2022 source
Gerry Dee Individual, 2022 source
Rex Lee Individual, 2022 source

Sources

theScore Bet launches BET MODE RESPONSIBLY campaign (theScore, 26 May 2022) sponsor · 2022

Research notes

Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the sources listed; unreviewed, including the cardSummary. Industry-sponsored: run by a sportsbook. The 1-888-SCOR-BET 'Smarter Betting Hotline' is a comic device, not a help line; the campaign points people with problems to ConnexOntario. Agency not named.

Record cases/ca-thescore-bet-mode-responsibly.json, updated 2026-10-28· Link to this campaign