BetMGM pledges to "prominently" feature responsible gambling messages in its ads, mobile app starting March

Sports betting and iGaming operator BetMGM announced a new pledge to prominently feature responsible gaming messages in its marketing and advertising campaigns beginning March 1, in alignment with the start of Problem Gambling Awareness Month. 

As part of the pledge, responsible gaming messaging will be featured within the company’s mobile app and 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 within physical BetMGM Sportsbooks.

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

Adam Greenblatt.

Adam Greenblatt, BetMGM CEO, 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,” Greenblatt added.

GameSense is a program that describes itself as focused on positive, transparent and proactive conversations with players about how to gamble responsibly. BetMGM has integrated GameSense into its digital platforms, providing customers with tools for setting spending limits, while dispelling common gambling misconceptions. 

GameSense also explains the basic rules of gambling and offers easily accessible resources for customers and their families to connect with highly trained GameSense Advisors, a press release notes.

Bill Hornbuckle.

MGM Resorts CEO & 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," he added.

BetMGM is a North America-facing joint venture between US casino giant MGM Resorts and UK online gambling heavyweight Entain. Jette Nygaard-Andersen, Entain CEO, added: "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," she added.

Jette Nygaard-Andersen.

Greenblatt continued: "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. 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,” he concluded.

In November 2022, BetMGM provided a grant to the ICRG in support of the organization's research on responsible gambling, specifically focusing on the impact that advertising has on problem gambling.