BET99 is putting the spotlight back on responsible play, bringing back its partnership with UFC Hall of Famer Georges St-Pierre for its latest campaign. St-Pierre has been one of the faces of the company’s responsible gaming work since 2022, and the latest TV and digital spot leans into his martial arts roots.
He appears in full karate gear, walking viewers through the tools the operator offers to help players stay in control.
“Humor Cuts Through the Noise”
BET99 chief executive officer Jared Beber explained that the goal was to make responsible gaming feel natural instead of a forced afterthought.
“Responsible gaming isn’t a tagline for us, it’s the core of what we do,” he said. “Players trust us with their time and entertainment, and that trust means creating an experience that’s always fun, safe, and in control. RG keeps betting where it belongs: enjoyable, balanced, and pressure-free.”
Beber added that they planned to make the message land in a way people would remember.
“We also know important messages stick better when they make you smile. Humour cuts through the noise, gets attention and helps people actually remember the tools and support available to them. And don’t worry, I promise we won’t have GSP show up at your house and break your TV. What will show up is a platform built around safety, transparency and real protections: limits, tools and a team that genuinely has your back.”
Strong National Ties
St-Pierre isn’t the first Canadian sports figure to work with the brand. BET99 has brought in names like Auston Matthews and Sebastian Giovinco in the past, keeping the focus on athletes with strong ties to the country.
That approach fits with Ontario’s rules, which allow operators to use athletes in ads only if the spots focus specifically on responsible gambling. Since early 2024, the province has been strict about separating celebrity marketing from general gaming promotion, and operators must devote a portion of their annual revenue to responsible gaming messaging.
While the company has made its name in sports betting, it has been expanding steadily on both sides of the business. This fall, BET99 added more in-play betting options through a partnership with Kero Gaming and rolled out Genius Sports’ BetVision feature, giving customers access to live game streams and on-screen stats inside the app.
The casino side of the company has also grown at a fast pace by constantly adding fresh content from Pragmatic Play and Evoplay. At the moment, the platform hosts more than 3,000 titles, which cover everything from slots and table games to live dealer rooms and exclusive releases from in-house developers.
Beber said earlier this year that thoughtful design and trust are just as important as volume, explaining that deep personalization “is about building genuine relationships with players” as well as offering relevant content.