Maryland Lottery and Gaming rolled out a new video series this week, working alongside the Maryland State Ad Agency and the Maryland Center of Excellence on Problem Gambling to create something different.
John Martin, who directs Maryland Lottery and Gaming, wasn’t shy about the timing. “Emphasising responsible play will always be an important part of our work,” he said, explaining how they’re using Responsible Gaming Education Month as a launch pad. But he stressed this isn’t just a September thing – it’s “a year-round endeavor for us.”
What makes these videos stand out? They feature peer recovery specialists from the Center of Excellence who actually share their own gambling struggles on camera.
Why These Videos Matter Right Now
September brings Responsible Gaming Education Month, which creates the perfect window to reach people who might be struggling but haven’t asked for help yet.
The campaign zeroes in on four groups that research shows face higher gambling risks: younger adults, seniors, military personnel, and rural residents. Jasmine Countess, who runs the Lottery’s Responsible Gambling Program, wanted messages that “raised awareness about some of the groups who are most at risk of gambling-related harm.”
The peer counsellors bring something powerful to these videos – they’ve been there themselves, which changes everything when someone’s watching.
What Maryland’s New Campaign Includes
You can find the “Mindful Gambling” series on the Lottery’s website under their Responsible Play section, where they’ve also got “Fact or Myth?” features and links to support services.
Each video tackles a different at-risk group while highlighting gambling harm risks and pointing viewers toward help. William Hinman, who supervises peer support specialists at the Center, explained how callers often see gambling as “a financial solution or an escape from difficulties in their life.”
The Center employs five peer recovery specialists who also handle the 1-800-GAMBLER helpline – that’s 24/7 free, confidential counseling for Maryland residents.
How This Fits Maryland’s Broader Efforts
Maryland Lottery has been building its responsible gambling reputation steadily, earning all four World Lottery Association certification levels between 2015 and 2022. That’s international recognition for responsible gambling standards, which isn’t easy to get.
They hit another milestone in April 2025 by reaching the top level of the Responsible Gambling Verification Program, overseen by the National Council on Problem Gambling and North American Association of State and Provincial Lotteries.
This video launch comes while Maryland gaming sees other major shifts. Earlier this month, the Lottery and Gaming Control Agency revoked Intralot’s central monitoring contract and named Scientific Games as the leading candidate to take over.
All these moves point to Maryland pushing industry standards higher across the board.
