ALH (Endeavour Group Pubs)
Responsible Gaming Platform
With 350+ pubs, ALH are the largest operators of gaming machines (pokies) in Australia. We were brought in to develop a responsible gaming platform fit for this integral but highly regulated and increasingly scrutinised area of the business.
The challenge was to land somewhere that didn’t feel paternalistic, preachy, or “Big Government-y”, and that could be adopted into the natural language of gaming room guests without sounding flippant or down-playing the realities of the category.
“Well Played” hit the sweet spot: conversational, on-brand, and appropriate for Aussie adults engaging with legal, socially-accepted risk-taking.
Think less “Cigarette Pack Warning”, more “Surf Lifesaving Flags”
