MGM Resorts has concluded an agreement with British Columbia Lottery Corp. to deploy the latter’s GameSense responsible gambling awareness and education program in its resorts across the United States.
The deal represents a first for both companies. GameSense has been in existence since 2009, but until now has never been licensed by any commercial gaming company in North America.
As part of the agreement, MGM is contributing US$1 million over five years to a responsible gaming research partnership with BCLC and the University of Nevada Las Vegas’ International Gaming Institute. The partnership will help facilitate development of a consortium of international experts in responsible gambling and will work closely with the University of British Columbia’s Centre for Gambling Research to promote new data-driven, scientifically based expertise in responsible gambling.
As Alan Feldman, MGM Resorts’ executive vice president of global industry affairs, explained it, “Our vision for GameSense is to transform the guest experience at our properties by providing a program that is rooted in enhanced customer service, player education, and leading research.”
Jim Lightbody, BCLC president and CEO, said, “We believe it’s our role to take the lead in providing better responsible gambling programming that supports our players, helps reduce harm and strengthens the gaming industry as a whole. We are thrilled MGM Resorts recognizes the value of our GameSense program, and wants to align with us to further the positive role it can play in reducing gambling-related harm.”
GameSense is also deployed in Massachusetts where MGM will open the first full casino resort in Springfield in 2019. GameSense is currently offered at the Plainridge Casino, operated by Penn National Gaming.
Introduced by BCLC in 2009, GameSense is an innovative, player-focused responsible gambling program that encourages players to adopt behaviors and attitudes that can reduce the risk of developing gambling disorders. This includes setting and sticking to personally-allocated time and monetary limits for gambling, as well as being open and honest with family, friends and oneself when it comes to personal gambling habits.
GameSense has earned international recognition such as the World Lottery Association’s Best Overall Responsible Gambling Program (2010), and the U.S.- based National Council on Problem Gambling’s Social Responsibility Award (2015). In addition to being licensed and piloted at MGM Resort International casino properties, the program has been implemented by Connecticut Lottery, the Massachusetts Gaming Commission and Canadian provinces Alberta, Saskatchewan and Manitoba.
