Gemma Collins Teams Up With PlayOJO For Safer Gambling Campaign

Published: 24th November 2020
Author: Joe Kizlauskas
Last Updated: 9th August 2022

To launch a parody fragrance campaign that it hopes will raise awareness of the symptoms of problem gambling, PlayOJO has teamed up with The Only Way Is Essex star Gemma Collins.

The online casino, driven by SkillOnNet, launched to illustrate the gambling problem is ‘addiction with no smell,’ and to help people identify some of the early signs that an issue might be emerging for someone they love.

The fragrance itself was called Compulsion, to indicate the habits that those who are struggling often exhibit, such as lying about their finances and showing severe mood swings.

PlayOJO and Breakeven have both created a new acronym to help worried players, or anyone close to someone they think may be hiding an issue, to raise awareness of the hard-to-spot, tell-tale early signs of possible gambling problems.

The acronym SMELL is intended to encapsulate the five symptoms of gambling problems that are easiest to detect and are:

  • S – Sleep – is your loved one struggling to sleep at night?
  • M – Money – is your loved one inexplicably losing money or struggling financially?
  • E – Extreme – is your loved one exhibiting extreme mood swings?
  • L – Losing – is your loved one losing interest in the pursuits they have historically enjoyed?
  • L – Lying – have you caught out your loved one for not telling the truth recently?

Peter Bennett, PlayOJO’s head of marketing, explained: “Our business is built upon the principle of fairness and transparency. We are committed to doing what we can to provide people with the information they need to help identify potential problem behaviours, and offer access to those in need of help to ensure PlayOJO is a safe place for people t have fun and gamble responsibly.”

In addition, PlayOJO has introduced a dedicated hub as part of the initiative that provides professional feedback and expertise from Breakeven, which is intended to expand the company’s ongoing strategy and dedication to offering advice and support around the clock.

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.