BetMGM to refocus its advertising on responsible gambling

February 26, 2023 12:52 PM
Photo: Entrance to the BetMGM sportsbook at ParkMGM on the Strip. (Courtesy photo)
  • Mark Keast, CDC Gaming Reports
February 26, 2023 12:52 PM
  • Mark Keast, CDC Gaming Reports

Changes are coming to BetMGM advertising both in the U.S. and Canada, with more focus on responsible gaming.

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The sports betting and igaming operator announced a new pledge to work more with GameSense, the responsible-gaming program developed and licensed by the British Columbia Lottery Corporation. The aim is to amp up messaging on BetMGM’s mobile app and within BetMGM ads on billboards, television, print, and radio throughout the U.S. and Canada. They will also appear on the company’s digital and social platforms, all beginning March 1, in alignment with Problem Gambling Awareness Month.

“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this 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.”

GameSense, launched by BCLC in 2009, focuses on positive and proactive communication with players about how to gamble responsibly. GameSense provides tools to help set spending limits and offers education on the basic rules of gambling, dispelling gambling misconceptions and even connecting customers and their families with GameSense advisors. It’s all about tearing down barriers.

“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,” Greenblatt says. “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.”

BetMGM gave a grant to the ICRG in November to support that organization’s research into responsible gambling, including the impact advertising has on problem gambling.

“Entain is committed to providing the safest possible betting and gaming platform for all our customers around the world,” said Entain CEO Jette Nygaard-Andersen. “This is even more important in a market like the U.S., where betting and gaming are 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.”

BetMGM was born out of a partnership between MGM Resorts International and Entain Plc.