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American Gaming Association

Campaign Scores Big With Major League Partnerships

  • Associations
  • Advocacy Campaign
  • Branding
  • Video

Goal

The American Gaming Association (AGA) engaged NJI to launch a responsible sports betting campaign featuring partnerships with several major sports leagues, including the NBA, WNBA, MLB, NHL, and NFL.

Home plate with the message "Have A Game Plan. Bet responsibly." is written in red and blue text. A baseball glove holding a baseball rests on home plate, surrounded by a dirt field.

Results

Co-branded visuals, motion graphics, and campaign videos amplified AGA’s visibility and messaging while sharing important safety information and educational resources across five major leagues. The resulting campaign exceeded impression goals and reached 8,000 priority stakeholders who work at AGA member companies, including C-suite executives, VPs, commissioners, directors, and more.

05

major sports league partnerships

8K

priority stakeholders reached
A blue and gray image with the word "PLAN" in bold, red letters at the center. The word is encircled by a white, hand-drawn oval shape.
A group of people smiling and cheering, with some raising their hands in excitement. Overlaying the image is the text "KEEP IT SOCIAL" in bold yellow letters on a dark blue background, with small decorative symbols like circles and crosses.
A group of people is cheering enthusiastically with smiles and applause. The text overlay reads, "GETTING IN ON THE ACTION?" in bold red letters on a dark blue background. The image captures the excitement and energy of the moment.
A dark blue background with the red text "HaveAGamePlan.org" highlighted by white underline markings. An arrow pointing towards the text is drawn in white from the top left corner.

Strategy

We produced a series of digital assets that elevated AGA’s “Have A Game Plan” campaign and incorporated the unique brand guidelines of each league partner. A bold aesthetic, combined with eye-catching sports imagery, engaged fans and legitimize in-venue sports betting

A hockey player in a red jersey shoots the puck towards the goal as the goalie in a blue jersey dives to make a save. Another player in a white jersey watches from the background. Hand-drawn play strategy lines overlay the image, indicating the action.

Our design team created a visually compelling environment for concise, confident messaging, while our video team audited, directed, and translated the assets into motion graphics for a widescreen format. We coupled a marching band soundtrack with the audio of a cheering stadium crowd to convey the energy of live sports. The visual sequence of design elements was carefully timed to the beat of the drumline, building anticipation and crafting a seamless visual narrative that connected each animation to the next. AGA’s information, tools, and resources were shared across social and digital platforms to ensure everyone has a game plan.

An open booklet on a dark surface shows a page with bold red text that reads "HAVE A GAME PLAN" and "Bet responsibly" beneath it. Another page displays design details and typography guidelines for the same campaign.
A close-up shot of multiple baseballs, some of which are labeled with the message "HAVE A GAME PLAN, Bet responsibly" in various colors like green, yellow, and red. The baseballs are arranged in a random pile.
A large billboard outside SunTrust Park in Atlanta shows an image of a baseball bat and a ball with the text "Know The Odds" and "Have a Game Plan." The billboard also promotes responsible behavior and provides a website URL: HaveAGamePlan.org.
A hockey player in protective gear attempts to score a goal while another player in front of the net tries to block it. The words "stick to a budget" are written across the image with an arrow pointing towards the puck. The image has a blue tint.
A flyer placed on a newspaper reads: "HAVE A GAME PLAN. Bet responsibly." It features the NHL logo and is sponsored by the American Gaming Association. The flyer includes a link to HaveAGamePlan.org and social media handle @NHL.
A basketball with "KEEP IT SOCIAL" written on it is placed on an indoor court. The ball, featuring a figure of a female player in black, is encircled by white doodle arrows pointing towards it. The text "Official Game Ball" and "Cathy Engelbert" is also visible on the ball.
A tablet showing a sports betting website with a basketball game background. The text "HAVE A GAME PLAN" and "Bet responsibly." is prominent. Options "Make a Plan" and "U.S. Betting Map" are available. The wooden surface beneath the tablet is partially visible.
A bus stop advertisement at night shows a basketball with the text "KEEP IT SOCIAL" on it. Above the ball, in bold red letters, it reads "HAVE A GAME PLAN." Below the ball, it says "Bet responsibly." The scene is illuminated by streetlights and moving lights from traffic.
A basketball player in a red "Iceberg" uniform and white sneakers dribbles the ball on a wooden court. The player has a tattooed right arm and sports a headband. The court features a large red and white advertisement in the background.
A flyer and infographic titled "Super Bowl LVI By The Numbers" with red and white background. The flyer features a referee raising his hands, and the infographic has statistics on viewership and spending. Both papers are placed on a light surface with a play diagram underneath.
A football team wearing black jerseys with white pants walks through smoke onto the field. The stadium lights are bright in the background. A large sign reads, "Have a game plan. Bet responsibly." The players' jersey numbers visible are 67, 24, and 19.

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