Work YOURPLAY

Deliverables
  • Campaign & brand development
  • Outdoor & point-of-sale
  • Press & media
  • Radio scripts
  • Video production
  • Website & kiosk interface
Overview

The YourPlay Electronic gaming machine pre-commitment scheme was developed by the Department of Justice and Regulation. Icon were tasked with developing the brand and creative campaign for a new state-wide voluntary pre-commitment scheme for pokie machines. The scheme revolves around a personal gaming card that lets the user track their play so they can gamble more responsibly and take back control.

 
Awards

National – 2016 Finalist in the AMI Awards for Marketing Excellence, Public Sector Marketing

Background

A PERSONAL GAMING CARD THAT LETS USERS TRACK THEIR PLAY SO THEY CAN GAMBLE MORE RESPONSIBLY

Every gaming machine in Victoria is now fitted with a card reader and digital display that lets players track time and money spent, set limits and receive reminders when they’re about to reach their set limits. Players can also access their playing history via the website, in-venue kiosks or by annual statements, ensuring that it's simple and easy for them to see what they’ve spent over time. It’s an empowering tool designed to help players stay in control of their gaming activity. All data is secure and anonymous.

Challenges

BUILDING A TRUSTWORTHY BRAND

This was a highly sensitive campaign under close scrutiny from the media and general public. Research showed that pokie players often feel stigmatised by playing EGMs and are highly cynical about any initiative designed to regulate their gaming activity. Research also revealed an inherent concern by players that their private data could be accessed by the Government, and would be a barrier to up-take of the YourPlay card. The biggest challenge was to differentiate YourPlay from problem gambling communications to create a positive and trustworthy brand and campaign that would appeal to players and encourage adoption and use of the scheme.

Solution

YOURPLAY GIVES POKIE PLAYERS THE POWER AND CONTROL OVER THEIR GAMING ACTIVITY

To be successful, the scheme could not be seen as a kill-joy. From the beginning, our approach was to present the scheme as a tool that would empower pokie players. We named the card ‘YourPlay’ to promote the premise that it tracks your play and to convey the idea that power and control over gaming activity is in the hands of the user. A fun and exciting creative platform was developed for the campaign that was nothing like the usual anti-gambling government communications.

Key messaging was developed to succinctly introduce the scheme and provide a rationale as to how and why it would benefit players. ‘You’ve got the power’ and ‘Play your way’ reiterated the campaign’s premise: empowerment. Bold, dynamic campaign lock ups set the tone for the creative and spoke directly to gamblers.

A user friendly website and digital kiosk applications were designed to aid adoption and continued use. The campaign was launched and rolled out across outdoor posters, transit advertising, press, radio, YouTube videos and online banners.