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BetMGM Adding GameSense Program To Online Gambling Products

After seeing it in action in Massachusetts casinos, MGM Resorts has been an early advocate and adopter of a cutting-edge on-site responsible gaming program. Now the company is taking the next step, announcing it will become the first US operator to integrate GameSense into its online sports betting and casino sites.

A press release announcing the deal notes the online GameSense program will be available on the BetMGM platform later this year.

“As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole,” said Adam Greenblatt, Chief Executive Officer, BetMGM. “GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”

“As online gambling and sports betting increase in popularity, BCLC is so pleased that BetMGM is offering players more opportunities and resources to support healthy play with our GameSense program,” said BCLC Interim CEO and President Lynda Cavanaugh. “BCLC’s commitment to player health extends well beyond British Columbia 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.”

What Is GameSense?

GameSense is an award-winning responsible gaming program created by the British Columbia Lottery Corporation (BCLC).  The program’s first appearance was in Massachusetts, where the Massachusetts Gaming Commission mandated casino operators incorporate GameSense booths and advisors on-premises.

The experiment has been a rousing success, and even before it opened its Springfield property, MGM committed to rolling out the program nationwide.

as Amy Gabriella, a Senior GameSense Advisor at MGM Springfield, said in a 2020 report:

“I do talk to a lot of lower to middle income, often people of color, that aren’t necessarily having a gambling problem, but are gambling more than they were before… a lot of their reasoning is they are trying to better their situation in life. A story I heard, ‘I have tried everything in this life to move up, and gambling is my new American Dream. You talk to me about the odds on the slots… but it is just as good as me trying to pull myself up where I am in my situation and do anything legit. The odds aren’t that different.’ I have heard that story more than once.”

According to the press release, the program “incorporates responsible gaming resources and education into the customer service model – providing every player with tools and support to make informed decisions and play responsibly.”

The program also uses trained specialists to connect with customers. These Advisors focus on “positive, transparent, and proactive communication to educate players about healthy habits and how to keep gaming fun, safe and responsible.”

GameSense and MGM

As the press release notes, “MGM Resorts first launched GameSense at its US properties in 2017, making available educational resources and interactive GameSense touchscreens at its M life Rewards desks.” And as noted above, the company has extended its commitment to GameSense beyond the Massachusetts border. The upcoming integration of GameSense within BetMGM’s online platforms is an extension of the BCLC’s longstanding relationship with MGM Resorts and could be pivotal for operator-led responsible gaming initiatives.

Bill Hornbuckle, CEO & President, MGM Resorts, said, “MGM Resorts is committed to supporting responsible gaming efforts at our properties nationwide and we’re pleased to extend GameSense into the BetMGM platform. GameSense has been an instrumental and innovative part of our company’s guest service model for several years. Together, MGM Resorts and BetMGM are proud to help guests understand the risks, where to get help and, ultimately, how to keep gaming fun.”

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