Tipico says it is breaking new ground with its player protection campaign

The German sports betting and slot provider Tipico recently launched a new player protection campaign. At the centre of the campaign is a clip in which it is pointed out that players should gamble consciously and responsibly. This advert is primarily shown in the ARD sports programme - and according to those responsible, this is breaking new ground.

Tipico is undoubtedly one of the most established providers of online sports betting and slot machines in the German-speaking world. In business since 2004, the company has long provided a wide range of player protection options and works with fixed values in this area. Under the domain Risk-in-safe-Hands.com, the company operates a special platform on which customers can obtain transparent information about appropriate security measures, gaming procedures, data protection issues and similar topics, or receive direct help.

The recently launched new campaign "Do what you want" also has a place there with its concerns and is proudly advertised in a press release. The company is working closely with the Federal Centre for Health Education (BZgA) and its Check-dein-Spiel.de service. "With this campaign, Tipico is reaffirming its commitment to player protection and sending a clear signal for responsible betting behaviour as well as prevention and education, so that gambling does not become a gambling addiction," reads the official press release. Just a few days ago, we reported that the BZgA continues to be supported by the German gambling industry.

At the centre of the campaign is a commercial that uses the slogan "You decide the game, not the game decides you" to highlight the relevance of a conscious, responsible approach to gambling and, in this context, Check-dein-Spiel.de. The novelty here is that Tipico is playing this clip at a fairly high-reach and probably not exactly cheap advertising point: namely during the ARD sports programme.

This is exactly what the new campaign is all about

Tipico itself says that prevention and education about the risks of gambling are at the centre of the campaign. Naturally, the company name is also central to the campaign. In combination with the help and education character, this creates a positive and potentially business-promoting connection in terms of advertising psychology: This must be clearly stated.

However, the primary aim is to strengthen the security concept with regard to the safe use of the games of chance provided. Tipico speaks of a high level of relevance here and does not fail to mention economic aspects - above all customer satisfaction: According to those responsible, "effective player protection is a central requirement for regulated gambling offers". Tipico emphasises this in no uncertain terms:

"Furthermore, this topic plays a special role for us. Because we are convinced that player protection is a fundamental basis for customer satisfaction. After all, our customers have chosen Tipico because they trust us. We therefore see it as our mission to offer our customers a trustworthy and secure environment for betting and gambling."

This also includes supporting external offers - in this case Check-dein-Spiel.de - if they complement the company's initiatives in a meaningful way: "The current campaign is now a further step in Tipico's commitment to raising awareness of risks and promoting measures to prevent problem gambling behaviour." In the new campaign, Tipico calls on people to visit the BZgA website and find out more. There, those seeking help or other interested parties will find numerous facts on blocking options, recognising problematic gambling behaviour, self-tests and direct contacts for the treatment of gambling addiction.

What is the new Tipico advert about?

According to Tipico, the advert was developed together with the Hamburg-based creative agency deepblue networks under the direction of Oliver Drost. The American Wes Walker, who has directed numerous promotional clips for the sportswear giant Nike, was brought on board as director. Production was handled by the Berlin-based company BWGTBLD with Greta Müller in charge.

The advert will be integrated into various parts of Tipico's offering via YouTube. As a special feature, however, the company emphasises that it will also be shown as part of the ARD sports show. The advertising space in question is likely to be quite lucrative and not exactly cheap. Tipico has been a sponsor of the programme since 2021. The fact that public broadcasters have also long been integrating brands with a gambling background into their formats for money is repeatedly criticised.

Conclusion

Image source: Screenshot aus dem neuen Clip von Tipico https://www.youtube.com/watch?v=N9pRdKzhXN4