Sports Betting Comes to NY

Online Sports Betting’s Debut: $2.4 Billion in NY Wagers in 5 Weeks.

Since the state legalized online gambling in January 2022, bets have poured in, bringing revenue to tax coffers but worrying addiction specialists.

Working with the NYS Office of Addiction Services and Supports, Miller spearheaded a Responsible Gaming education outreach campaign to reach sports enthusiasts. Partnering with leading sports betting site DraftKings, messaging appeared in key placements, including home page lobby, game contests and player card placements.

Miller also enlisted key sports personalities to help deliver the messaging including live reads on WFAN with former NFL quarterback, Boomer Esiason. Radio host Craig Carton, a recovering gambling addict, was also tapped. ESPN Radio host and New York Yankees announcer Michael Kay promoted the campaign on his podcast.

The flighting for the campaign was coordinated to sync up with key events including the NFL playoffs and the Super Bowl. Then new messaging was rolled out for basketball’s NCAA March Madness.

Results: The first wave of the Responsible Gaming campaign delivered over 8 impressions across mobile betting sites, ESPN, YouTube, Twitter, TikTok, WFAN, and to people living close to casinos across New York State through geo targeted programmatic ads. For the Super Bowl, residents gambled $472.1 million in the run-up to the big game, according to the New York State Gaming Commission. Calls to the NYS Office of Addiction Services and Support were up four-fold.