We are committed to leading the industry in promoting responsible gaming. BetMGM pledged that it will prominently feature responsible gaming messages throughout its marketing and advertising campaigns starting on March 1 to coincide with Gambling Awareness Month.
Under the pledge, BetMGM — a joint venture between Entain and MGM Resorts International — said it is committed to featuring responsible gaming messaging within its mobile app and its other forms of advertising across the US and Canada, including billboards, television, print, and radio ads.
The operator said it would also include responsible gaming messaging and banner ads on its digital and social platforms and on-site at its retail sportsbooks.
According to BetMGM, GameSense, an innovative responsible gaming program developed by the British Columbia Lottery Corporation (BCLC) in 2009, created the messaging it plans to use.
The BCLC licensed GameSense to BetMGM and MGM, which deployed the program at all of its land-based properties in the US in 2017. BetMGM announced plans to fully integrate GameSense into its betting platform in July 2021.
“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising,” said BetMGM CEO Adam Greenblatt.
“As the legalized sports betting and online gaming industry continues to expand, it is vital that we not only equip players with tools and resources for how to play in a responsible and safe manner, but that we also make a significant commitment to showcasing responsible gaming in our advertising.”
With the continued growth of sports betting and iGaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers. Following the integration of GameSense into the BetMGM platform, customers can set spending limits and learn the basic rules of gambling. The program also dispels common myths around gambling while also offering “easily accessible resources for customers and their families to connect with highly trained GameSense advisors,” according to BetMGM.
Entain and MGM also made it clear that they were on board with the initiative.
“With the continued growth of sports betting and iGaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers,” said MGM Resorts CEO & President Bill Hornbuckle.
“MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health. We commend BetMGM for this groundbreaking commitment.”
Said Entain CEO Jette Nygaard-Andersen: “Entain is committed to providing the safest possible betting and gaming platform for all our customers around the world. This is even more important in a market like the US, where betting and gaming are going through rapid and transformative growth.
“Technology is the key enabler in providing a safety net for our customers. Building these tools with GameSense into the BetMGM platform is the best way forward.”
In connection with BetMGM’s pledge, Greenblatt referred to the $180,000 grant it awarded to the International Center for Responsible Gaming (ICRG) last November. The grant was directed to support ICRG efforts in research, education, and analysis into the impact advertising has on problem gambling.
“While today’s announcement is a significant step forward, one that we hope other operators will follow, we also know that this is just the start,” Greenblatt said. “Research is essential to progress and will make an important contribution to tackling problem gambling.”