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BET99 introduced a new responsible gambling commercial featuring Georges St Pierre, reinforcing the operator’s long-running focus on safe play across Canada. The campaign reflects strict national advertising rules and expands on earlier creative work that paired humor with strong messages about control and awareness.
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The new commercial shows Georges St Pierre in traditional karate attire while he demonstrates tools designed to support responsible wagering. The tone mirrors the earlier commercial that helped BET99 stand out by mixing entertainment with education. At one point, St Pierre changes into a shirt printed with “Gamble responsibly,” and places posters with the same wording around the room.
Binu Koshy, creative director at BET99, said the team wanted a message users would remember:
“Responsible gambling is too important to be treated like a legal disclaimer. Our goal is to make the message part of our brand world, not something buried in the fine print. The humor helps us connect, but the continuity is what makes it stick.”
BET99 added that responsible gaming “isn’t a one-time message or a compliance box to check,” but an ongoing objective across its marketing and product design.
Ontario, the most mature regulated market in Canada, restricts the use of celebrities in gambling ads unless the content promotes responsible behavior. Those rules have influenced how operators create campaigns, pushing brands to integrate safety messages into mainstream advertising rather than isolate them.
For BET99, that meant choosing a figure who resonates with long-time sports fans and new bettors while staying within regulatory guidelines.
St Pierre, a former UFC welterweight and middleweight champion with a 26–2 career record, said the message aligns with values he has carried through years of competition.
“I’ve built my career on discipline, focus, and control,” St Pierre said. “The same principles we want players to bring to gaming.”
The commercial will run across connected TV, linear channels and a wide range of digital platforms. BET99 plans to reinforce the campaign with shirts, posters and online content featuring the “Gamble Responsibly” message.
Head of marketing Davin Bahuguna said the company wants to influence behavior, not just awareness:
“We want to build a sustainable gaming culture in Canada. That means showing up not just when people are placing bets, but when they’re thinking about how and why they play. It’s easy to tell players to gamble responsibly, it’s harder to make them actually remember it.”
His public persona and personal values align with themes of discipline and control promoted in the campaign.
Yes, but in Ontario they can appear only in campaigns tied to responsible gambling.
On digital platforms, connected TV and traditional broadcast channels.
Awareness of limits, safer play tools and long-term responsibility for gaming behavior.
No. BET99 plans additional content that reinforces the “Gamble Responsibly” message.