BetMGM reaches deal with Canadian company for responsible gaming program

BetMGM reaches deal with Canadian company for responsible gaming program

  • Rege Behe
April 20, 2021 5:51 PM
  • Other

BetMGM is addressing concerns about responsible gaming through a program developed by the British Columbia Lottery Corporation.

GameSense, an innovative responsible gaming program, will be integrated into the mobile sports betting and igaming company’s platforms.

“GameSense presents a forward-thinking approach to responsible gambling,” said Adam Greenblatt, CEO, BetMGM. “We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”

The program provides players with tools so they can make informed decisions about responsible play. It also connects players with GameSense Advisors, trained specialists who can help players deal with possible gambling problems.

“BCLC’s commitment to player health extends well beyond British Columbia,” said BCLC Interim CEO and President Lynda Cavanaugh, “and we look forward to working with BetMGM to increase our mutual understanding about how best to provide players with the tools that enhance positive-play decisions.”

The agreement marks the first time an online gaming operator in United States will use the program. But GameSense has been used at MGM Resorts properties in the U.S. since 2017.

“GameSense has been an instrumental and innovative part of our company’s guest service model for several years,” MGM Resorts CEO Bill Hornbuckle said in a statement. Together, MGM Resorts and BetMGM are proud to help guests understand the risks, where to get help, and ultimately, how to keep gaming fun.”

BetMGM is operating retail and/or mobile sports betting in 12 states. In February, MGM Resorts said BetMGM had a market share of 17% in the U.S., including a 25% market share in New Jersey, 34% in Tennessee, and 31% in Colorado.

The deal with GameSense is the latest in a series of partnerships/deals struck by BetMGM, the sports betting arm of MGM Resorts International. In late March, the gaming operator announced an agreement with broadcast network Audacy (formerly Entercom). It recently reached a partnership deal with the Detroit Tigers, has similar deals with the Pittsburgh Steelers and Philadelphia 76ers, and operates online sports betting and online poker in Michigan.

GameSense is expected to be fully integrated into the BetMGM platform later in 2021.

Rege Behe is lead contributor to CDC Gaming Reports. He can be reached at Please follow @RegeBehe_exPTR on Twitter.