PlayOJO launches responsible gambling campaign with Gemma Collins
Published on by Becky M.
As we come towards the end of safer gambling week, that doesn’t mean that operators will rest on their laurels when it comes to responsible gambling. UK operators have been committed to ensuring the responsible gambling message is spread far and wide. Now PlayOJO have teamed up with reality star Gemma Collins and the Breakeven charity, in their latest campaign.
Responsible gambling campaign
Online casino and bingo operators, PlayOJO, have come up with their advert for a spoof fragrance named ‘Compulsion’. The fragrance is a metaphor for gambling addiction and the advert highlight the signs of compulsive gambling, including mood swings and lying about time and money spent on gambling. The advert shows Gemma with a fragrance bottle in her hand, asking if you have ‘Compulsion’. Problem gambling is the hidden habit with no scent and no visible sign, often hiding in plain sight.
S.M.E.L.L
The campaign is based on the acronym SMELL. S is for sleep. Are you or someone you know, struggling to sleep?M is for money. Are you or someone you know, losing money?E is for extreme. Are you or someone you know experiencing extreme mood swings?L is for losing. Are you or someone you know losing interest in things that have previously been enjoyed?L is for Lying. Are you or someone you know lying and being untruthful? 
Speaking about the campaign, Gemma said: “I am working with PlayOJO and Breakeven to raise awareness of the often hidden issues of problem gambling. I’ve been around addicts in my life and drug addictions and alcoholism can be pretty easy to spot. Problem gambling often hides in plain site and we need to raise awareness of the early warning signs so we can ensure people that are struggling, get the help they need before it becomes a problem.”
Compulsion campaign
Head of Marketing at PlayOJO, Peter Bennett, said:“Our business is built upon the principle of fairness and transparency. We are committed to doing what we can to provide people with the information they need to help identify potential problem behaviours. As part of the campaign we have launched a dedicated hub offering expert guidance and insight from our partners at Breakeven which is an extension of our ongoing strategy and commitment to providing advice and support around the clock.’“Our hope is that by working with Gemma and Breakeven, we will raise awareness of this issue and help encourage people to access support services if they spot the signs highlighted by the Compulsion campaign in themselves or a loved one.”