Control How You Play.
Manitoba Liquor and Lotteries Informed Gambling
Behaviour Change, Brand Strategy, Campaign Development, Content Strategy, Illustration, Script Writing, Animated Video, Social Impact
Gambling education is often difficult to communicate in a way that feels clear, approachable, and non-judgmental. Many players bring deeply held beliefs to gambling, including myths around luck, skill, control, odds, and the idea that playing longer can improve the chances of winning. For Manitoba Liquor & Lotteries’ Informed Gambling program, the challenge was to create a series of education videos that could simplify complex gambling concepts and help players better understand what is, and is not, within their control.
The videos needed to support responsible gambling awareness while avoiding a fear-based or overly instructional tone. The goal was to meet players where they are, giving them practical information they could actually remember and use, whether they were playing casino games, electronic games, or lottery-style games
Challenge
Our strategy was grounded in a simple behavioural insight: people are more likely to make informed decisions when information is easy to understand, emotionally neutral, and connected to real moments of play.
Rather than telling people not to gamble, the Informed Gambling videos focus on helping players understand how gambling works. Each video breaks down a specific concept, from the role of chance and randomness to the myths that can influence player behaviour. The content was designed to reduce confusion, challenge common misconceptions, and reinforce the idea that while players cannot control the outcome of a game, they can control how they play.
This approach allowed the campaign to support Manitoba Liquor & Lotteries’ broader commitment to responsible gambling education by making the information accessible, practical, and easy to share across digital and social channels.
Strategy
We developed a series of short animated education videos using the Informed Gambling brand’s distinctive visual identity, illustration style, and teal-based colour palette. Animation allowed us to explain abstract gambling concepts in a simple, engaging way, using visual metaphors like cards, dice, chips, timers, odds, and game icons to bring the ideas to life.
Each video focuses on a core learning theme:
Tips to Power Up gives players practical reminders for staying aware while gambling, including setting limits, taking breaks, and keeping play in perspective.
How Games Work explains the mechanics behind different types of gambling and helps demystify concepts like randomness, odds, and the cost of play.
Skill vs. Luck challenges the misconception that personal skill, routines, or lucky objects can influence outcomes in games of chance.
Facts vs. Fiction tackles common gambling myths, helping players separate belief from reality and understand that outcomes are random.
Together, the video series turns responsible gambling education into content that is approachable, memorable, and visually engaging. By combining behavioural insight, clear messaging, and a strong animated brand system, the work helps players feel more informed, more aware, and better equipped to control how they play.
Creative
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