Gokstop's Anti-Gambling Campaign Cuts Participation and Wins Award
A recent anti-gambling campaign by Gokstop has made a measurable impact on public behaviour and brand recognition. Running for eight weeks with a budget of over €100,000, the initiative encouraged thousands to step back from gambling while boosting awareness of support services. The campaign targeted frequent gamblers, problem gamblers, and their families within the online gambling market. Instead of focusing on the harms of addiction, it highlighted hope and recovery through everyday scenarios. Stories featuring a guitar, a party, football, and Christmas celebrations made the idea of reclaiming control feel real and achievable.
The central message was simple: people who lose control want their lives back. This approach resonated strongly, leading to a near-doubling in willingness to register for support. Over 3,600 individuals unsubscribed from gambling services during the campaign period. Brand recognition also saw a significant rise. Among frequent gamblers, awareness of Gokstop climbed from 17% to 29%. For problem gamblers, it increased from 41% to 50%. The campaign’s effectiveness was further recognised with a bronze Effie Award, praising its portrayal of relatable situations and its address of a pressing social issue.
The eight-week initiative succeeded in reducing gambling participation while strengthening Gokstop’s visibility. With more people unsubscribing and seeking help, the campaign’s focus on recovery has delivered concrete results. The award-winning approach may serve as a model for future public health messaging.
