Just in time for March’s Problem Gambling Awareness month, BetMGM announced it is changing its advertising to focus more on responsible gaming. The changes will be to material in both the US and Canada.
“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this pledge to spotlight responsible-gaming messaging in our advertising,” BetMGM CEO Adam Greenblatt said in a statement. “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.”
The sportsbook operator has made a commitment to work with GameSense, the responsible-gaming program developed and licensed by the British Columbia Lottery Corporation.
Introduced by the British Columbia Lottery Corporation in 2009, GameSense is a responsible gambling program that provides information and resources regarding problem gambling. Tools are provided to help set spending limits and offer education on the basic rules of gambling, dispelling gambling misconceptions and even connecting customers and their families with GameSense advisors.
It is used across Canadian provinces, but has also been implemented in Connecticut and Massachusetts.
BetMGM became a licensed partner and put it in place in the casino properties. Now the goal is to increase the messaging even more on the company’s mobile app and through advertising on billboards, television, print and radio across the US. It was also placed on BetMGM’s digital and social platforms on March 1
Greenblatt added that he hopes their new program catches on with other sportsbooks. 
“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 says. “Research is essential to progress and will make an important contribution to tackling problem gambling. 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.”
The announcement came a week ahead of BCLC’s 11th Annual New Horizons in Responsible Gambling Conference, which brings industry leaders, researchers and policy-makers together from around the globe to share knowledge and insights about player health strategies.
According to a news release, BCLC said licensing GameSense creates “a community-of-practice” that raises the standard of care in the industry by implementing evidence-based player-health programs. As part of this extension agreement, MGM Resorts has committed to support responsible gambling research, the details of which will be revealed at BCLC’s New Horizons conference.
“BCLC and MGM Resorts both recognize that the health of our players goes hand-in-hand with the health of our business. When we work together to share best practices that support positive play, our players win and we win,” said Pat Davis, BCLC CEO and president. “We’re proud to continue offering the GameSense experience at MGM Resorts to help make gambling safer here in B.C. and beyond.”Launched by BCLC in 2009, GameSense encourages healthy gambling behaviors
by giving players the tools to support informed decisions. This includes helping players understand the odds of winning, the truth behind gambling myths and how to set and stick to personally allocated time and monetary limits.
When BCLC originally shared its program with MGM Resorts in 2017, it was the first time that a commercial gambling company in North America adopted a program of this kind. Since then, MGM Resorts has embedded the GameSense experience into its operations across the United States.
GameSense’s responsible gambling tips and reminders are delivered to players visiting MGM Resorts’ properties through signage, television screens, slot machines, kiosks and conversations with staff.
“Through our partnership and collaboration with BCLC, we’re proud to set the standard and do our part to ensure that gaming is an enjoyable experience,” said Bill Hornbuckle, MGM Resorts’ CEO and president. “As the industry expands, we will continue to provide players tools and capabilities that empower everyone to play responsibly.”
In total, 11 different organizations across Canada and the U.S. are using BCLC’s GameSense, including the Massachusetts Gaming Commission and Canadian provinces/territories B.C., Alberta, Saskatchewan and Yukon.
