THE CHALLENGE
With the rapid growth of sports betting, AGLC aimed to promote responsible gambling behaviours in a way that felt relevant and engaging to modern audiences.
The challenge was to deliver messaging within high-energy, live sports environments — capturing attention without disrupting the excitement of the game. Designs needed to be instantly readable, visually impactful, and effective at scale.
THE IDEA
Meet audiences where the moment happens
The approach focused on integrating GameSense messaging directly into the live sports experience.
Rather than separating education from entertainment, the creative was designed to exist within the rhythm of the game — reaching audiences in real time, where decisions are made.
THE DESIGN
The visual approach prioritized clarity, contrast, and immediate readability.
Typography and layout were designed to perform in large-format environments such as jumbotrons and arena screens, where messaging must be understood in seconds.
High-contrast visuals and bold compositions ensured GameSense messaging remained visible and effective within fast-paced, high-distraction environments.
THE EXECUTION
The work was developed specifically for in-venue applications, including arena screens, digital boards, and stadium placements.
Designs were adapted to meet the technical and spatial constraints of each environment, ensuring consistency while maintaining clarity across different screen formats and viewing distances.
The in-venue creative aligned with the broader campaign, contributing to a cohesive and recognizable GameSense presence during live sporting events.
THE OUTCOME
The in-venue work placed GameSense messaging directly in front of live audiences, reaching fans in moments of high engagement.
As part of a larger integrated campaign, these placements contributed to widespread visibility across Alberta and reinforced responsible gambling messaging in real-time environments.
The project demonstrated how thoughtful design can support behavioural awareness without disrupting the energy of live sports.
