Georges St-Pierre Champions Responsible Play in BET99’s Bold New Campaign
BET99 has launched a new responsible gambling campaign featuring former UFC champion Georges St Pierre. The initiative aims to promote discipline and control in online games while adhering to Ontario’s strict advertising regulations. The brand plans to integrate these messages into its wider games marketing strategy.
The campaign’s centrepiece is a commercial starring St Pierre, who embodies BET99’s focus on responsible play. In the ad, he demonstrates tools designed to help players wager safely. The spot will air on connected TV, traditional linear channels, and digital platforms, ensuring broad reach.
BET99’s creative director, Binu Koshy, explained that the goal is to weave responsible gambling into the brand’s identity. Rather than just raising awareness, the company wants to shape behaviour and build a sustainable online games culture in Canada. The campaign builds on earlier creative work while meeting national advertising standards.
To reinforce the message, BET99 will also release themed merchandise and online content. Ontario’s regulations require operators to include responsible gambling themes in mainstream ads, and this campaign aligns with those rules.
The new commercial marks BET99’s latest effort to encourage safer online games habits. By using a high-profile figure like St Pierre, the brand hopes to make responsible gambling a core part of its public image. The campaign will run across multiple media channels in the coming months.
