Both MGM Resorts and BetMGM take responsible gaming seriously. Last week, in advance of March Madness, the basketball extravaganza that draws thousands of bettors to sports books around the country, the two companies welcomed a group of students from the William S. Boyd School of Law at the University of Nevada, Las Vegas to highlight their responsible gaming program, GameSense.
In 2017, MGM Resorts licensed GameSense, an industry-leading responsible gaming program first developed by the British Columbia Lottery Corporation (BCLC), and later adopted by BetMGM. The program focuses on positive, transparent, and proactive interactions with guests and customers about how to gamble responsibly. This program features a rigorous training program.
Connecting RG theory and practice
MGM Resorts believes it is important to help UNLV educate its students, Director of Responsible Gaming Garrett Farnes says.
“UNLV is our neighbor,” he says. “When you walk out of the Thomas and Mack Center and look to the west, you see the Las Vegas Strip filled with iconic MGM Resorts properties. That puts a lot of responsibility on us. So being able to engage with these students, who are our future leaders in the gaming industry, is important. Being able to show what MGM Resorts and BetMGM does to promote responsible gaming is essential.”
Sarah Gonzalez, the director of graduate programs at the William S. Boyd School of Law, says it’s great for her students to be able to meet with top industry executives.
“For the students, it is really about connecting theory and practice,” she says. “In the classroom we teach laws and regulations—what can and cannot happen. But understanding how to put those things into practice is why we do a lot of these field trips, and responsible gaming is a part of that, when it comes to really understanding the impact of gaming and how it can impact the player.”
The power of data for player protection
Rich Taylor is the responsible gambling director for BetMGM. Because of the digital nature of the business at BetMGM, Taylor says the company is able to use player data to evaluate if there is any problematic behavior.
“We have access to valuable insights for our players,” he explains. “Our team of responsible gambling analysts provide front level support to the customer service team, VIP team, and anyone who has any exposure to players. On a daily basis, we conduct responsible gambling reviews and then check in. Some of the things that we’re looking at would include past wagers and other activity.
“That information is reviewed, and depending on the situation, there are a number of options available. Either we reach out directly to ask about specific concerns that we may have, or we’ll send them emails and reminders to consider using GameSense information or responsible gambling tools. We also remind them that if they do have any questions, or just want to talk to someone, we’re available to do so.”
‘These sessions can’t be filled with corporate jargon’
Farnes says in 2024 that MGM Resorts trained more than 64,000 employees in responsible gaming through GameSense. Additionally, more than 1,000 employees received elevated training last year and became certified GameSense Advisors.
“We hit this significant milestone because of our company’s dedication to GameSense training,” he says. “Our training programs are robust. Employees are trained to have in-depth conversations and reinforce positive play. These sessions can’t be filled with corporate jargon or compliance-driven narratives. They have to focus on stories that are applicable to employees so they can feel empowered to have positive interactions with guests. We’ve expanded the program to include even more team members and departments into these sessions.”
Just like at MGM Resorts, Taylor says GameSense training is provided to all BetMGM employees as well.
“Every single employee is going to have an understanding of what problem gambling is, the risks associated with problem gambling and how BetMGM works to address those concerns,” he says. “For those who interact with customers, such as a customer service agent or a VIP host, you’re getting interaction-based training so you can understand if somebody says something that’s concerning and how you should respond and escalate if necessary.”
A significant investment in RG
Farnes points out that these programs aren’t cheap. Last year MGM Resorts invested over $750,000 on GameSense training alone. In addition, the company places GameSense messages on marquees across the Las Vegas Strip. GameSense brochures and QR codes can be found throughout casino floors on slot machines and table games as well, with additional GameSense messaging in all retail BetMGM Sportsbooks. On top of that, earlier this year, BetMGM purchased a full-page GameSense advertisement in the Super Bowl program, featuring BetMGM ambassador, actor and comedian Jamie Foxx.
“At BetMGM, our CEO Adam Greenblatt and the entire leadership team understands and respects the importance of investing in a multi-faceted responsible gambling program. We want to make sure that our players have the GameSense information and responsible gambling tools they need in order to have a positive and sustainable experience. For those who do need assistance, BetMGM is committed to providing them with the level of care and support they deserve,” said Taylor.
No player left behind
Farnes added that the level of player makes no difference. If a guest is exhibiting problematic behavior, MGM Resorts will take immediate action and offer support.
“Our casino hosts often have direct contact with guests,” he says. “Because of their level of interaction, they play a major role in our responsible gaming efforts. With that being said, we promote responsible gaming to our VIPs in the same way that we do with all of our guests. It doesn’t matter if you’re a $5 player or a $50 million player, our commitment remains the same.”
