Michigan Gaming Control Board receives Dotcomm Platinum Award
The Michigan Gaming Control Board has received the 2025 Platinum award from technical support company Dottcom for its responsible gaming commercial “Mini Me.”
The campaign was curated for 18-24-year-olds as research shows that the demographic has an increased risk of developing gambling-related issues.
The commercial used hand-drawn animation and live-action scenes to remind viewers to make responsible gambling choices.
Posted on various digital platforms, it generated 255,781 impressions, 149,345 people reached, and more than 13,000 clicks in the space of six months. Gas Station TV also featured the commercial, which had more than 2.2 million impressions and a 100% completion rate, 10% higher than the industry benchmark.
“Winning a Platinum dotCOMM Award underscores the effectiveness of our responsible gaming messaging,” Henry Williams,, Executive Director of the Michigan Gaming Control Board, said. “The ‘Mini Me’ spot was intentionally designed to speak to young adults in a way that is approachable, relatable, and memorable. This recognition affirms that our message is not only being heard, but also making an impact.”
Mini Me was created as part of the Michigan Gaming Control Board’s Don’t Regret the Bet responsible gaming campaign that was launched in 2023, alongside King Media, which won a Platinum Dotcomm award the same year.
Alongside working on a responsible gaming campaign, the Michigan Gaming Control Board also has been working to crack down on illegal gambling operators in the state, with 15 operators receiving cease-and-desist letters last month.
Dig deeper
2025/04/23: Michigan Gaming Control Board issues 11 cease-and-desist orders
2025/04/30: Michigan Gaming Control Board targets Panama-based operators with cease-and-desist orders
2025/06/18: Michigan Gaming Control Board highlights enforcement efforts at NAGRA conference
2025/03/06: Michigan Gaming Control Board issues five cease-and-desist letters to offshore operators
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