MGM and BetMGM ink five-year deal extension with BCLC's responsible gaming program GameSense

Casino-entertainment giant MGM Resorts International and its sports betting and iGaming brand BetMGM have announced a five-year contract extension with the British Columbia Lottery Corporation and its responsible gaming program, GameSense. 

The program, which BCLC first licensed to MGM Resorts in 2017, enhances MGM Resorts’ and BetMGM’s guest and customer service models by focusing on positive, transparent and supportive conversations with players about how to gamble responsibly.

In line with the contract extension, MGM Resorts and BCLC will reveal additional information regarding a commitment to responsible gaming research on March 6-8 during the New Horizons in Responsible Gambling Conference in Vancouver, B.C. 

This announcement comes as MGM Resorts and BetMGM join the National Council on Problem Gambling in promoting Problem Gambling Awareness Month throughout March. 

Bill Hornbuckle, CEO & President, MGM Resorts International, commented: “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. As the industry expands, we will continue to provide players tools and capabilities that empower everyone to play responsibly.”

Pat Davis, BCLC President & CEO, added: "We're proud to continue providing MGM Resorts with the tools to offer the GameSense experience at its properties and online at BetMGM. When we work together to develop best practices and share learnings that support positive play, we can reduce harm and make gambling safer throughout the industry."

BetMGM fully integrated GameSense into its desktop and mobile platforms last year, providing customers with the same experience they receive at MGM Resorts properties nationwide. GameSense's integration into BetMGM offers players information on how to set responsible gaming limits, while dispelling common gambling misconceptions, notes the company.

It also explains the basic rules to understand how gambling works and gives easily accessible resources for customers and their families to receive support and assistance for anyone concerned about problem gambling. 

Since incorporating GameSense into its platform, BetMGM has provided responsible gaming information to more than 100,000 customers each month through website visits and direct email correspondence.

Adam Greenblatt, BetMGM CEO, said: "Since integrating GameSense into BetMGM, we've noticed significant and positive results. With the continued expansion of sports betting and iGaming, our commitment to responsible gaming practices has never been more important. This contract extension comes at a crucial time and allows us to deliver an impactful program to our players for years to come."

GameSense signage also continues to be displayed throughout MGM Resorts properties and on marquees. In addition, GameSense messaging and responsible gaming tips are being delivered to guests on more than 35,000 television screens in MGM Resorts hotel rooms across the country. 

The company's casino floors also feature more than 22,000 slot machines that display GameSense reminders, with 8,500 machines featuring QR codes that offer access to responsible gaming information and educational materials from GameSense. 

As for new gaming endeavors, MGM and BetMGM have announced this week the launch of MGM Riches, the companies’ 'first custom slot experience' that can be played both online via BetMGM and as a traditional slot game at MGM Resorts properties in the US.

Developed in collaboration with Everi Holdings, MGM Riches is a multi-denomination, multi-level progressive slot game offering players two themes, “MGM Riches Triple Ruby” and “MGM Riches 5x Sapphire”. 

Gameplay is consistent whether in-person at MGM Resorts destinations across the country or online via BetMGM’s iCasino platform in Michigan, New Jersey and Pennsylvania. The game is scheduled to launch in West Virginia in the near future, MGM noted.