Promoting Data-Driven Initiatives for Safer Sports Betting
In September 2024, MGM Resorts International and BetMGM will once again promote the American Gaming Association’s (AGA) Responsible Gaming Education Month (RGEM), leveraging their partnership with National Football League (NFL) stadiums. The initiative, which has expanded significantly since its inception, centers on increasing the visibility of GameSense, a responsible gaming program licensed by MGM Resorts from the British Columbia Lottery Corporation (BCLC) in 2017. By using NFL venues as key touchpoints, MGM Resorts and BetMGM are ensuring that responsible gaming messaging reaches fans where engagement is at its peak.
Expanding Responsible Gaming Efforts Through NFL Partnerships
NFL stadiums are central to this year’s campaign, with the GameSense program being showcased at some of the most prominent venues across the league. These include Acrisure Stadium (Pittsburgh Steelers), Allegiant Stadium (Las Vegas Raiders), Empower Field at Mile High (Denver Broncos), and Ford Field (Detroit Lions), among others. MGM Resorts and BetMGM are seizing the opportunity to connect with the massive fan base drawn to these games, raising awareness of the importance of responsible gaming during the NFL season.
By focusing on major NFL stadiums, these campaigns bring responsible gaming directly to a broad and diverse audience. The presence of GameSense messaging in these high-traffic, highly visible locations reflects the increasing integration of sports betting into mainstream entertainment. MGM Resorts and BetMGM’s aim is to ensure that sports betting, which has rapidly gained popularity across the United States, remains a safe and enjoyable activity for fans.
GameSense: A Key Component in Responsible Gaming Education
Licensed to MGM Resorts by BCLC, GameSense is a comprehensive program designed to promote responsible gambling by educating players on how to bet safely. The program helps individuals understand key concepts such as how games of chance work, setting personal limits, and recognizing potential signs of problematic gambling behaviors. With its emphasis on player education, GameSense has become a cornerstone of MGM Resorts’ responsible gaming strategy.
Since adopting GameSense in 2017, MGM Resorts has integrated the program across its properties and platforms. The company continues to expand the program’s presence, believing that educated players are empowered to make better choices. With sports betting rapidly becoming a part of the entertainment landscape, GameSense offers bettors the resources they need to maintain control over their gambling activities, ensuring that it remains a form of entertainment rather than a source of harm.
The Significance of Responsible Gaming in a Growing Market
The growing legalization of sports betting in the U.S. has brought both opportunities and challenges. As more states open up legal, regulated betting markets, millions of new players are gaining access to sports wagering. This expansion is fueling the gaming industry’s growth, but it also raises the stakes for promoting responsible gaming practices.
Rhea Loney, Chief Compliance Officer at BetMGM, highlighted this need for responsible play within the context of the sports betting boom: “We’re excited to bring responsible gaming initiatives directly to fans in these NFL venues again this season. We are setting a new standard for safety and awareness in the industry. At BetMGM, we believe that protecting our players and promoting responsible play is essential to the future of sports betting.”
Her statement underscores how crucial it is for gaming operators to balance the entertainment value of sports betting with the importance of player protection. As sports betting integrates more deeply into popular culture, campaigns like the GameSense NFL partnership ensure that fans remain informed about how to wager responsibly.
Supporting Responsible Gaming Research for a Data-Driven Approach
MGM Resorts’ commitment to responsible gaming extends beyond education; the company is also an advocate for advancing research into gambling behaviors. Understanding how gambling affects different populations, particularly those vulnerable to gambling-related harm, is critical to shaping future responsible gaming strategies.
Stephen Martino, Senior Vice President and Chief Compliance Officer at MGM Resorts, emphasized the company’s focus on research, noting, “The importance of responsible gaming research funding cannot be overstated. As a gaming industry leader, it’s imperative that our company supports efforts to better understand the diverse impact gambling has on various populations, including those that may be at greater risk of developing problematic behaviors.”
Research is the foundation for the development of responsible gaming tools and programs, as it provides insight into how different demographic groups interact with gambling. By funding and supporting studies into these patterns, MGM Resorts is contributing to a more informed, data-driven approach to responsible gaming. This commitment not only benefits the company but also advances broader efforts to protect consumers in the evolving gaming landscape.
A Collaborative Industry Effort
Responsible gaming is not solely the responsibility of individual operators. It requires a collective effort across the industry, involving regulators, advocacy groups, and gaming companies. MGM Resorts and BetMGM’s collaboration with the AGA is a prime example of how these partnerships can drive forward responsible gaming initiatives.
The AGA’s Responsible Gaming Education Month provides a platform for such collaboration, uniting various stakeholders in the goal of raising awareness and promoting safer gaming practices. Joe Maloney, Senior Vice President of Strategic Communications at the AGA, stressed the importance of these collective efforts: “Collaboration is integral to strengthening our collective responsibility efforts. Both in their work with the AGA and throughout the legal, regulated gaming industry, MGM Resorts and BetMGM continue to be leaders in forming innovative partnerships that are advancing responsible gaming in meaningful ways.”
The partnership with the AGA reinforces MGM Resorts and BetMGM’s roles as industry leaders in responsible gaming, showcasing their commitment to setting a new standard for player safety and awareness. Through these initiatives, the companies are helping to build a stronger, safer gaming environment that benefits both players and the industry as a whole.
The NFL Connection: Engaging Fans on a New Level
The decision to bring GameSense into NFL stadiums underscores the importance of reaching fans where they are most engaged. The NFL, with its massive and loyal fan base, offers a unique opportunity for responsible gaming messaging to have a wide-reaching impact. By placing GameSense materials in such high-traffic areas, MGM Resorts and BetMGM are ensuring that their responsible gaming message is seen by thousands of fans at each event.
The visibility of responsible gaming content within these NFL venues is a strategic move. It aligns with the growing trend of sports betting being integrated into live sports events. Fans are increasingly engaging with sports betting platforms during games, and the presence of responsible gaming messaging ensures that they are reminded to play responsibly in the heat of the action.
The Role of Responsible Gaming Education Month
Responsible Gaming Education Month, spearheaded by the AGA, serves as a focal point for the gaming industry’s efforts to promote safe gambling practices. Taking place each September, RGEM allows industry leaders to showcase their initiatives while educating the public on responsible play.
For MGM Resorts and BetMGM, RGEM 2024 represents an opportunity to take their responsible gaming campaigns to the next level. By tying their efforts to this broader industry initiative, they not only raise awareness about the importance of responsible gaming but also highlight their leadership in this crucial area.
A Comprehensive Approach to Player Protection
MGM Resorts and BetMGM’s responsible gaming strategy is multifaceted. By combining public awareness campaigns, educational tools like GameSense, and support for gambling research, they are taking a comprehensive approach to player protection. This strategy ensures that both new and experienced bettors have access to the resources they need to gamble responsibly.
Moreover, the integration of responsible gaming into major sporting events like NFL games adds a new dimension to these efforts. It signals a shift in how responsible gaming is communicated to the public, moving beyond traditional advertisements to more immersive, experiential messaging within the stadium environment.
The growing popularity of sports betting in the U.S. requires a renewed focus on responsible gaming. MGM Resorts International and BetMGM are leading the charge by leveraging their partnership with the AGA and the NFL to reach a broader audience with their responsible gaming message.
Through campaigns centered around GameSense, they are making responsible gaming more visible and accessible, particularly at NFL stadiums where fan engagement is at its highest. Their commitment to funding research and supporting educational initiatives ensures that they remain at the forefront of player protection in this rapidly evolving industry.
As sports betting continues to grow, initiatives like these will play a crucial role in ensuring that it remains a safe, enjoyable activity for all participants. By setting a new standard for responsibility and collaboration, MGM Resorts and BetMGM are shaping the future of sports betting in the United States, ensuring that the entertainment value of betting is balanced with a strong commitment to player protection.