BetMGM pledges to promote responsible gaming in advertising

BetMGM will include responsible gaming messages in marketing and advertising campaigns.

US.- BetMGM has pledged to prominently feature responsible gaming messages in its marketing and advertising campaigns. The initiative will begin on March 1 in alignment with the start of Problem Gambling Awareness Month. 

Responsible gaming messaging will feature in BetMGM’s mobile app and in BetMGM advertisements ranging from billboard marketing to television, print and radio ads across the US and Canada.

Additionally, responsible gaming messages and banners will be incorporated into BetMGM’s digital and social platforms, as well as on property signage at physical BetMGM Sportsbooks. 

The responsible gaming messages were developed in partnership with GameSense, a responsible gaming programme developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation (BCLC).

BetMGM CEO Adam Greenblatt said: “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.

“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.”

BetMGM has integrated GameSense into its digital platforms, providing customers tools for setting spending limits.

MGM Resorts CEO and president Bill Hornbuckle said: “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. 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.” 

Jette Nygaard-Andersen, Entain CEO, commented: “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 U.S. where betting and gaming is 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 November 2022, BetMGM provided a grant to the ICRG in support of the organisation’s research on responsible gambling, specifically focusing on the impact that advertising has on problem gambling.

See also: New York congressman seeks federal ban on sports betting ads