Online sportsbook and casino operator 777.be has extended its contract with Belgium’s most famous Hollywood star, Jean-Claude Van Damme, through 2022. 

The operator will be launching a new campaign featuring Van Damme later this week, across national television, plus YouTube and other digital channels. In keeping with today’s socially responsible climate, the new campaign casts Van Damme as a “benevolent hero” on a mission to teach customers about knowing their limits.

Commenting on the news Head of Gaming at 777.be, Jean-Christophe Choffray, said:

“We are delighted to have Jean-Claude Van Damme on board to help us educate our players about responsible game play. Moderation is essential, and with this campaign Van Damme very effectively combines his talents and humour to get this very important message across to our players.”

Van Damme originally teamed up with 777.be back in March 2019, starring in two TV spots, and becoming the face of the online casino and sportsbook. According to the company, the ads featuring the martial arts legend have racked up 13 million views on YouTube alone.

AYO.NEWS says:

777.be are demonstrating that the power of celebrity can also be harnessed to deliver advertising that also educates about responsible gambling – something the UK’s Committees of Advertising Practice (CAP) might want to pay attention to, given their conviction that celebrities should be banned from gambling advertising. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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