Sports betting and iGaming operator BetMGM is making a pledge to market more responsibly.
Beginning on Wednesday to coincide with March’s Problem Gambling Awareness Month, BetMGM says responsible gaming messaging will be featured in ads running in OOH, television, print and radio across Canada and the U.S.
Additionally, responsible gaming messages and banners will be incorporated into BetMGM’s digital and social platforms, its mobile app and on property signage within physical BetMGM sportsbooks.
This initiative was developed in partnership with GameSense, a responsible gaming program developed and licensed to BetMGM and parent company MGM Resorts by the British Columbia Lottery Corporation (BCLC).
BetMGM has integrated GameSense into its digital platforms, providing customers tools to set spending limits and dispel common gambling misconceptions. GameSense also explains the basic rules of gambling and offers easily resources for customers and their families to connect with GameSense Advisors.
“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,” says 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.”
BetMGM came to Ontario, its first international market, in the spring of last year when the province opened up regulated online sports betting and gambling. Thus far, the brand’s ads have featured the likes of Wayne Gretzky and Edmonton Oilers captain Connor McDavid to connect with locals.
MGM Resorts CEO and president Bill Hornbuckle notes that with the continued growth of sports betting, it’s imperative that its industry remains committed to supporting the best interests of its guests and customers. “MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health,” he says.
In November, BetMGM provided a grant to the International Center for Responsible Gaming (ICRG) in support of the organization’s research on responsible gambling, specifically focusing on the impact that advertising has on problem gambling.
