AUCKLAND, Today: A bold new campaign from the Problem Gambling Foundation is calling out the psychological tricks behind sports betting — and asking young Kiwi men straight up: Are You Being Played?
Built around a key insight, the campaign targets a growing trend among men aged 20–30: betting isn’t just about the win — it’s about status. Knowing the lingo. Seeming like you’re part of the tribe.
It’s all part of the performance — from multis to odds boosts, the sports betting scene is packed with jargon and social pressure. This campaign flips that dynamic on its head.
Instead of leaning into the usual betting talk, it teaches a new language — one that exposes the manipulative tactics used to keep punters hooked. Think Dark nudges, Sludge tactics, and Trust puppets.
Steve Thomson, Executive Creative Director at 4AM, says, “As a father of three teenagers it’s been an eye opening insight into what is a worrying trend for young men in NZ. I’ll be making sure my kids are under no illusions around how a harmless dabble can quickly escalate to a harmful addiction.”
“The speed of growth in sports betting among young men is a real concern globally and here in Aotearoa.” – Melissa Thompson
Visually, the campaign goes hard — transforming sports presenters into ventriloquist dummies, mouthing off with empty boosts and shady advice. It’s eerie, symbolic, and hits the message home.
If you’re getting played, it’s time to wise up. Melissa Thompson, CEO of PGF Services, says, “The speed of growth in sports betting among young men is a real concern globally and here in Aotearoa.
“It’s been a pleasure partnering with 4AM on this campaign, their efforts in understanding behavioural drivers—and viewing the world through the eyes of young men—was crucial to shaping a creative approach that could speak meaningfully to a complex and often hidden harm.
“We’re thrilled with the result and look forward to sparking thousands of important conversations about gambling harm.”
The campaign runs across billboards, radio, digital, and pre-rolls — all pointing to beingplayed.info, a hub full of insights and free, confidential support.
CREDITS
Client: Problem Gambling Foundation
CEO: Melissa Thompson
Advocacy and Public Health Director: Andree Froude
Brand & Marketing Consultant: Tess Newton-Palmer
Digital Project and Communications Advisor: David Porteous
Agency: 4AM
Executive Creative Director: Steve Thomson
Managing Partner: Kurt Bradley
Strategic Consultant: Carl Sarney
Design Director: James Nielsen
Senior Designer: Imogen Temm
Creative: Matt Zwartz
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