With respect to the start of Problem Gambling Awareness Month and an industry-wide shift towards more responsible gaming practices, BetMGM announced a new pledge to incorporate responsible gambling messaging in its marketing and advertising campaigns, effective March 1.
BetMGM and GameSense Expand Partnership
The new development will include such messaging on the BetMGM mobile app and social media platforms, as well as on its billboards, television, retail signage, print, and radio advertisements across North America.
The advertising was developed in partnership with GameSense, a responsible gaming program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation (BCLC).
BetMGM and GameSense initially linked in April of 2021, marking the first time an online gaming operator in the U.S. utilized GameSense’s program. Through the partnership, BetMGM has been able to provide its users tools for setting spending limits, accessible resources, and knowledge on common gambling myths.
“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,” MGM Resorts CEO and President Bill Hornbuckle said.
We're pledging to prominently feature responsible gaming messages in-app and in our marketing campaigns- in partnership with GameSense, an industry-leading RG program.
— BetMGM 🦁 (@BetMGM) February 24, 2023
BetMGM’s commitment to responsible gambling is just the newest development in the industry, as operators become increasingly aware of the importance of promoting such messages.
Operators, sports leagues, and regulators alike have taken to the trend in different ways over the past few months. None have been more diligent than the Ohio Casino Control Commission (OCCC), which has regulated the successful launch of sports betting in Ohio. From banning the term “risk-free” (starting a wave of banning the phrase in several states) to requiring responsible gambling messaging, to creating the Ohio Responsible Gambling (ORG) organization dedicated to responsible gambling initiatives, they have set the precedent for the industry.
The Massachusetts Gaming Commission (MGC) followed in the OCCC’s footsteps, implementing many of the same practices, as they gear up for a March 10 online sports betting launch. Furthermore, the NBA banned all of its operators from using the term “risk-free” and partnered with AGA’s responsible gaming campaign. Most recently, New York Congressman Paul Tonko announced a piece of legislation to ban sportsbook advertising altogether.
“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,” BetMGM Adam Greenblatt said in the press release.
— MGM Resorts (@MGMResortsIntl) February 24, 2023
ICRG Research Funding
“Research is essential to progress and will make an important contribution to tackling problem gambling,” Greenblatt said. “We are committed to protecting players across the country and have partnered with The International Center for Responsible Gaming (ICRG) to help better understand and tackle the issues around advertising and problem gambling.”
In November of last year, BetMGM provided a $180,000 grant to the ICRG in support of the organization’s research on the impact that advertising has on responsible gambling.
“Findings from this evidence-based research study will allow us to better identify potential risks and guide best-practices for the gaming industry,” Arthur Paikowsky, President of the ICRG, said in the November press release. MGM Resorts had previously pledged $250,000 in March of 2022.
Other donations that the ICRG has received from the industry over the last year include: