BetMGM Announces Responsible Gaming Advertising Strategy

Written By Giovanni Shorter on February 26, 2023
BetMGM Responsible Gaming

BetMGM has announced it is taking a larger step towards promoting responsible gaming habits for users. The popular sportsbook will be featuring responsible gaming messaging across its marketing and advertising going forward. The new advertising will kick off on March 1, the start of Problem Gambling Awareness Month.

BetMGM’s Responsible Gaming Pledge

BetMGM pledges to push for responsible gambling, with messages planned for its mobile app, television marketing, and billboard marketing. The sportsbook will also promote responsible gaming across its social and digital platforms. Retail locations will also see the new messaging on property signage.

“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,” said Adam Greenblatt, BetMGM CEO. “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.”

The messaging was developed with GameSense. GameSense is an award-winning program developed specifically for responsible gaming. The program was curated by the British Columbia Lottery Corporation (BCLC) and licensed to MGM Resorts and BetMGM.

The GameSense program has been integrated into BetMGM’s digital platforms. This will allow users to set spending limits, explains the basic rules of gambling, and works to dispel gambling misconceptions. These resources will be available to all BetMGM users going forward.

“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,” said Bill Hornbuckle, MGM Resorts CEO & President. “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.”

National Push For Responsible Gambling

It is no secret that the rise in popularity of sportsbooks also leads to an increased risk of problem gambling. BetMGM taking the initiative to promote responsible gaming is a good sign of the industry taking that responsibility.

We see across the industry how big responsible gaming efforts have become recently. The New Jersey Division of Gaming Enforcement (DGE) has begun working with local sportsbooks to track user data. With this information, the DGE plans to monitor online betting behavior to help catch excessive bettors and problem gambling.

“Under the Murphy Administration, New Jersey has become a national leader in online casino games and sports wagering, and with that growth comes a responsibility to ensure that individuals at risk for compulsive gambling have access to the resources they need to get help,” said Attorney General Platkin. “It is no coincidence that our announcement comes just a week ahead of one of the biggest days in sports wagering, serving as a reminder of how devastating a gambling addiction can be. This new initiative will allow the Division of Gaming Enforcement to work with the gaming industry to identify problematic patterns in player wagering behavior and intervene before they escalate.”

In Georgia, legislators are looking at including responsible gaming safeguards in regulations before passing expanded gambling laws. There has been major pushback from those opposed to sports betting in Georgia. This is in an effort to calm those opposed.

As the country continues to see the popularity of sports betting progress, the conversation for responsible gambling will also continue. BetMGM is getting ahead of the conversation with its latest pledge.

Giovanni Shorter Avatar
Written by
Giovanni Shorter

Giovanni Shorter is a sports enthusiast and writer with a passion for the legal and industry side of the sports betting market. Giovanni got his education from Florida State University where he honed his writing style writing narratives and short stories. He has spent his professional career covering sports and entertainment through articles and blogs and continues to look at the industry from multiple angles.

View all posts by Giovanni Shorter