PLAYSMART
Knowledge you can bet on.
PlaySmart is brand owned by the Ontario Lottery Corporation. Its purpose is to help inform gamblers on how games work and to dispel gambling myths. From the ground up the brand is designed to appeal to players by being fun and informative. The visual style breaks free from a traditional responsible gambling tone and embraces a more graphic editorial style.
The truth about cats & slots
To show players that we want them to know how games work and dispel myths we got a cat to play slots to explain randomness.
From casino floor to convenience store this video explains the full scope of what PlaySmart is about, who it's for and why it matters.
Old dogs - new tricks
Truth is - dogs playing poker can teach us a thing or two about poker and how it might affect our game.
Hot slot?
PlaySmart really understands the myths players play by. In order to break these myths down the brand tone needed to be playful in order to open the conversation, visual humour in this case helps to disarm player's reservation towards responsible gambling messaging.
Work inspired by players
Everything PlaySmart does is driven by the questions and misconceptions players might have. From wanting to know what's inside a slot machine, or if playing at 3am in the casino improves your chances. The brand has created videos, posters, websites, social campaigns, digital apps and manufactured learning devices to engage and enlighten players of all levels.
Additional work related to PlaySmart:
Video driving awareness to the brand.
Case Studies
Cat study
A breakdown of how PlaySmart became one of the most successful responsible gambling platforms in the world.
The Playbook
A brand this involved and with many moving parts requires a solid playbook. From tone, to imagery, to purpose and more this fully thought through brand guide helps guide all who touch and create for PlaySmart.
