MGM Resorts International and BetMGM have reaffirmed their commitment to responsible gaming by announcing a five-year contract extension with the British Columbia Lottery Corporation’s (BCLC) responsible gaming initiative, GameSense. This extension marks a continuation of their collaboration in promoting responsible gambling practices. The GameSense program, initially licensed to MGM Resorts in 2017, has now been seamlessly integrated into BetMGM’s online platforms, providing users with a consistent experience similar to MGM Resorts’ properties.
Integration and Empowerment:
BetMGM fully integrated the GameSense program into its desktop and mobile platforms in 2022. By offering users the same responsible gaming resources they would receive at physical MGM Resorts locations, the companies aim to foster a safer and more enjoyable gambling environment. This integration aligns with the evolving landscape of the gaming industry, where online platforms are becoming increasingly prominent.
Shared Commitment to Responsible Gambling:
MGM Resorts and BetMGM have not only extended their partnership with the BCLC’s GameSense program but have also joined the National Council on Problem Gambling (NCPG) to actively promote Problem Gambling Awareness Month throughout March. This commitment underscores their dedication to raising awareness about responsible gambling practices and offering support to those who may be susceptible to problem gambling behaviors.
Industry-Leading Collaboration:
The collaboration between MGM Resorts, BetMGM, and the BCLC goes beyond contractual agreements. During the New Horizons in Responsible Gambling Conference in Vancouver, B.C., from March 6 to 8, the companies plan to unveil additional information about their joint efforts in responsible gaming research. By sharing insights and best practices, they aim to contribute to the broader industry’s collective efforts to enhance responsible gambling practices.
Statements from Key Figures:
Bill Hornbuckle, CEO & President of MGM Resorts International, emphasized their commitment to providing players with tools and capabilities that encourage responsible gaming. Pat Davis, BCLC President & CEO, stressed the importance of working collaboratively to reduce harm and create a safer gambling environment. Adam Greenblatt, BetMGM CEO, highlighted the positive impact of integrating GameSense into their platform and the significance of their continued commitment to responsible gaming, particularly with the expansion of sports betting and iGaming.
Expansion of Responsible Gaming Efforts:
In addition to their partnership with the BCLC’s GameSense program, MGM Resorts and BetMGM have introduced a custom omnichannel slot game called MGM Riches. Developed in collaboration with Everi Holdings, this slot game is designed to be played both online via BetMGM’s platform and as a traditional slot machine at MGM Resorts properties across the United States. This launch aligns with their overarching commitment to responsible gaming practices and enhancing the overall player experience.
MGM Resorts International and BetMGM’s extension of their partnership with the BCLC’s GameSense program signifies their unwavering dedication to responsible gambling practices. By integrating responsible gaming resources into their online platforms and actively participating in awareness campaigns, they are setting a precedent for the industry. Their collaborative efforts to promote responsible gambling contribute to a safer and more enjoyable gaming landscape, fostering trust and confidence among players.