BetMGM Pledges to Strengthen Responsible Gaming Messaging in Advertising

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Michigan’s most popular casino just announced a new pledge that should strengthen responsible gaming messaging in its marketing and advertising campaigns. The announcement arrived just in time for Problem Gambling Awareness Month, which began on March 1st. According to the press release, BetMGM will prominently feature responsible gaming messaging across billboard, television, print, and radio advertisements across the US and Canada. BetMGM will also incorporate responsible messaging on banners, signage within physical sportsbooks, and social media and digital platforms.

Partnership with GameSense

To help develop BetMGM’s new responsible gaming messaging, the company partnered with GameSense, an award-winning responsible gaming program originally developed by the British Columbia Lottery Corporation in 2009. 

The program provides players with responsible gaming resources and education to help them make informed decisions and keep gaming fun and safe. GameSense also has trained advisors who can further help players with gambling addiction or those looking for help.

BetMGM Leading the Way

MGM Resorts first partnered with GamesSense back in 2017, when the casino and sportsbook brand unveiled its GameSense interactive touchscreens at its M life Rewards desks. Since beginning that program, MGM has received multiple awards from the National Council on Problem Gambling. BetMGM expanded its partnership with GameSense even further in 2021 by incorporating those resources and education into its popular sports betting and casino apps. The success of that endeavor, along with the trend toward responsible gambling education across the US has led BetMGM to formally announce a shift in marketing efforts.

A Spotlight on Responsible Gaming

Adam Greenblatt, the CEO of BetMGM, believes the proactive step the company is taking toward responsible gaming is the right thing to do. 

“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 Greenblatt. “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.”

According to BetMGM’s CEO, the company also has committed to supplying the International Center for Responsible Gaming (ICRG) with funding to further research on responsible gambling and the impact of advertising. “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,” said Greenblatt. 

BetMGM is comprised of two iGaming companies: MGM Resorts and Entain Entertainment. Both companies have demonstrated continued support for responsible gaming and messaging. Entain’s CEO, Jette Nygaard-Andersen also commented on the recent announcement by BetMGM. 

“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,” said Nygaard-Andersen. 

Mac Daniel is a writer for PlayOnlineCasino and PlayOnlineSportsBetting. He has experience writing about a wide variety of topics, including healthcare, tourism, non-profit organizations, and most recently casino and sportsbetting news. To check out more of his work, visit: