2021 – present
Project summary
The Responsible Gaming project, run by the Institute for the Regulation of Gambling (IPRH), is an initiative launched in 2021 by the largest bookmakers in the Czech Republic – Fortuna, Šance, Tipsport and Sazka.
These companies cover approximately 95% of the online gambling market. The main activities include the development of a unique tool for the early detection of problem gambling, which operates across the entire market, education and awareness-raising about gambling, and the creation of a support map for those affected.
Our collaboration with AITOM involved building and managing the zodpovědnehrani.cz website, as well as boosting brand awareness through online campaigns and PPC advertising. The project is continuously evolving, including the rebranding of the website and the addition of new microsites to support expanding activities.
| Client: | Institute for the Regulation of Gambling (IPRH) – Responsible Gambling project |
| Project launch: | 2021 |
| Link to the project: | www.zodpovednehrani.cz |
| Field: | non-profit sector, public awareness and gambling regulation |
| Services: | Website development and management, online marketing, PPC campaigns, brand awareness |
Institute for the Regulation of Gambling (IPRH) – Responsible Gaming project
The Institute for Gambling Regulation (IPRH) is a self-governing and independent organisation with voluntary membership, founded in 2018 as the largest professional association in the gambling sector in the Czech Republic. It primarily brings together the largest gambling operators, equipment manufacturers and other entities, representing approximately 95% of the legal gambling market. The main objective of the IPRH is to cooperate with public authorities in creating smart and modern gambling regulation, to contribute to expert analyses of the impacts of legislation, and to combat illegal gambling.
The IPRH focuses on enhancing social responsibility, reducing the risks associated with gambling, and promoting self-regulation within the sector. Its key project is Responsible Gaming, launched in 2021, which includes a unique tool for the early detection of risky player behaviour across the market, public education, the development of a support map, and events such as Responsible Gaming Week. The Institute organises specialist conferences, produces analytical studies and serves as a platform for dialogue between operators, regulators and experts.
Brief
In 2021, the Responsible Gaming project was launched with the aim of uniting the efforts of the largest bookmakers in the fight against problem gambling.
The client was looking for a partner to create and manage a website that would serve as a central platform for education, awareness-raising and the presentation of a unique risk detection tool. The emphasis was on continuous development, including rebranding and the addition of new sections, and on effective online marketing to increase brand awareness.
Website Objectives
- A central platform for a tool to detect problem gambling across the market (95% of online gambling in the Czech Republic) Primární cíl
- Public education on the risks of gambling
- Building an interactive map of resources for people with disabilities
- Increasing brand awareness through ongoing online and PPC campaigns
- Flexible addition of new microsites based on current activities
- Easy access to information for both the general public and professionals
Solution design and implementation
Building the website from scratch
Our collaboration with the Responsible Gaming project began in 2021 with the development of the main website zodpovědnehrani.cz from the ground up. The platform was designed to be flexible and easily expandable so that it could support new activities in the future, such as a unique tool for detecting problem gambling, educational content or a support map. We placed emphasis on clarity, accessibility for the general public and technical stability, which ensures smooth operation even as the project grows in scope.
Over the course of four years of collaboration, we have carried out a complete rebranding of the website and are continuously adding new microsites according to the client’s current needs. Each new section or microsite reflects the project’s expanding activities, such as awareness-raising, Responsible Gaming Week, or other prevention campaigns. Thanks to the modular architecture, it has never been necessary to fundamentally rebuild the entire website – new elements are integrated quickly and without downtime.
In parallel, we have ensured long-term brand awareness through ongoing online and PPC campaigns with quarterly creative updates. The advantage of the digital environment is immediate flexibility – adjustments to target groups, budgets or briefs are made on an ongoing basis.
Client testimonial
