MGCB’s ‘Mini Me’ Campaign Honored with Platinum dotCOMM Award

The Michigan Gaming Control Board (MGCB) is on a winning spree, and we’re not just talking about its recent cease-and-desist orders against unregistered operators. On the education front, the MGCB team is reaping recognitions, too. 

Last September 3rd, the MGCB claimed the 2025 Platinum dotCOMM Award for its innovative “Mini Me” commercial, a key component of its  “Don’t Regret the Bet” responsible gaming campaign. It’s the biggest award in the international dotCOMM Awards competition for digital communication excellence, a nod to its successful gaming campaign. Also, the advert won top honors in the Social Media Marketing – ‘Use of Video’ category, for its creativity and efficiency.

“Mini Me” Campaign: Major Progress in Responsible Gambling Awareness

Launched in March 2023, the “Don’t Regret the Bet” initiative aims to proactively help players in Michigan prevent gambling problems before they arise. The initiative centers on increasing awareness of responsible play and reducing the number of Michigan residents developing serious gambling addictions. 

In partnership with King Media, a Michigan-based digital creative and marketing agency, the MGCB developed the campaign, combining expertise in creative marketing and public safety messaging. 

Focused on At-Risk Young Adults with Impactful Messaging

The “Mini Me” ad targets young adults aged 18 to 24, considered to be at a higher gambling-related risk. From 2020-23, the agency recorded 239 referrals for help from problem gamblers. About 6% of these referrals were underage.

The ad uniquely blends hand-drawn animation and live-action footage to deliver an approachable, stigma-free message on making smart, responsible gambling choices. This style aims to engage the sweepstakes casino community in a lighthearted but impactful manner.

Strong Audience Reach and Engagement Across Diverse Digital Channels

In just six months since the commercial aired, the video generated strong exposure on platforms including Facebook, Instagram, Snapchat, and Gas Station TV (GSTV). The recent MGCB responsible gambling ad achieved the following milestones:

• Generated 255,781 impressions
• Reached 149,345 individuals, with 13,059 clicks
• Gained 2.2 million+ impressions on social media platforms
• Earned a 100% completion rate, surpassing industry benchmarks by 10%

GCB & King Media Officials Commend the Campaign’s Effectiveness

MGCB Executive Director Henry Williams commends the initiative’s success, highlighting that the Platinum dotCOMM Award emphasizes the effectiveness of the agency’s responsible gaming messaging. 

The ‘Mini Me’ commercial was designed to speak to young adults in an approachable, relatable, and memorable way. Williams also affirms that their content is not only being heard, but also making an impact.

Coleen King, President and Founder of King Media, has expressed pride in both the collaboration and international recognition. She noted, “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.”

Continuing the Mission on Responsible Gambling, Turning Awareness into Action 

The Michigan Gaming Control Board (MGCB) continues its mission to prevent gambling-related problems, with the ongoing success of the “Don’t Regret the Bet” initiative, after earning a Platinum dotCOMM Award in 2023 for the campaign’s launch.  

With its latest achievement, the MGCB reinforces its leadership in promoting safe gambling across Michigan.

References:

• Michigan Gaming Control Board Official Website
• dotCOMM Awards Official Site (Award Context)