Online Casino Betty Drives 12% Uplift in Brand Awareness with Attentive Lift, Outperforming Standard Exposure by 4 Points

GumGum Brings Attentive Lift to Canada, Closing the Gap Between Attention Measurement and Brand Performance

GumGum, The Mindset Company™ transforming advertising, and Betty, one of Ontario's leading online casino brands and the official online casino partner of several professional sports teams in Ontario, today announced the results of Betty's Q1 2026 digital advertising campaign. 

Traditional brand-lift studies deliver topline metrics but often fail to connect them to actionable outcomes, while attention measurement often lacks clear ties to brand lift. Attentive Lift bridges this gap by fusing leading brand-lift insights with proprietary, real-time attention signals to identify the optimal Attention Time needed to drive meaningful results. Unlike solutions relying on lab studies or inferred data, Attentive Lift measures visual attention across live impressions to pinpoint the threshold that unlocks lifts in desired brand outcomes such as awareness, recall, and familiarity. The solution is now available in Canada, building on proven momentum in Australia and the UK, where audiences above the attention threshold delivered average increases of 6% in aided awareness, 5% in familiarity, and 9% in unaided awareness.

The Q1 campaign delivered millions of impressions across high-impact display and video formats, becoming the first brand in Canada to activate multiple high-impact and gamified ad formats. Using GumGum's Mindset Graph™, Betty reached audiences across gaming, entertainment, sports, and technology environments, identifying the moments where consumers were most receptive to its messaging.

Betty's aided awareness and familiarity improved among all exposed viewers, and improved further among those exceeding the attention threshold, demonstrating additional lift driven directly by attention quality:

• 12% increase in Aided Awareness among attentive viewers compared to 8% across all exposed audiences, representing an additional 4% lift attributable to attention
  
  • 16% increase in Aided Awareness for the 45-54 age group
• 9% increase in Familiarity among attentive viewers compared to 5% across all exposed audiences, representing an additional 4% lift attributable to attention
  
  • 8% increase in Familiarity for the 35-44 age group
• 9% increase in Purchase Intent among women audiences
• More than 1 in 2 claim to take action following exposure to the Betty campaign, rising to 67% among those interested in online casinos

The campaign also surfaced a compelling audience insight. While sports environments delivered strong engagement on their own, performance increased significantly when sports content overlapped with lifestyle segments and mindsets. Audiences engaging with content at these intersections demonstrated higher attention and stronger brand metric lifts, underscoring the value of activating against complementary mindsets rather than relying solely on traditional sports environments.

"Partnering with GumGum has allowed us to evolve how we show up as a brand by testing new formats and uncovering new audiences. Together we've built campaigns that capture attention and create meaningful moments of connection with players," stated Andrea Stodart, VP, Brand Marketing at Betty.

"Attentive Lift fulfills a critical gap by allowing us to make brand lift studies and attention measurement actionable. Combined with our mindset targeting, we were able to help Betty find the right audience in the right moments, and prove the value of Attentive Lift as a solution,” stated Cassidy Thedorf, VP, Partnerships, Canada, GumGum. 

To learn more about this campaign with Betty, visit https://gumgum.com/case-studies/betty-sports. 

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About Betty 

BetBetty is an Ontario-licensed online casino built around entertainment, trust, and transparency. With a focus on delivering a safe, welcoming, and engaging player experience, Betty is redefining what it means to game online in Canada.

For more information, visit www.betty.ca 

Participants must be 19 years or older. Please gamble responsibly. Betty Gaming operates pursuant to an Operating Agreement with iGaming Ontario.