With March being National Problem Gambling Awareness Month, MGM Resorts International and BetMGM are making over a $1-million expanded commitment to responsible gaming research, public awareness, and other areas.
The announcement notes that $450,000 will go to the International Center for Responsible Gaming Research. It will be used to fund a new, groundbreaking research initiative examining sports betting and its impact on player behavior. This includes supporting independent, peer-reviewed research aimed at developing best practices and strengthening long-term industry sustainability.
The BetMGM Sportsbook app is available in 24 U.S. markets, with Missouri being the newest one. Research will be conducted over the next three years, with the main focus being on examining factors that may influence sports betting behaviors, including:
“Problem Gambling Awareness Month is an important reminder of our year-round responsibility to assist and empower our players,” Rhea Loney, BetMGM’s Chief Compliance Officer, said. “We prioritize player protection by investing in education, tools, collaboration, and meaningful support resources
“Our commitment remains clear: to help every player make informed decisions and enjoy our product safely.”
When it comes to RG tools, BetMGM draws national attention for offering GameSense to online players. The industry-leading program was developed and licensed by the British Columbia Lottery Corp.
During March and beyond, MGM Resorts and BetMGM announced that there will be increased RG messaging across casino floors and retail sportsbooks as well as on digital platforms through the shared GameSense program.
With the BetMGM app, for example, there will be increased GameSense visibility that will remind players to take a time-out or set a budget. The operator will also be doing a Problem Gambling Awareness Month campaign that will be sent to all BetMGM customers.
Additionally, BetMGM will continue airing its “Mullet Over” hockey-themed campaign during Key sports broadcasts across the U.S. The commercial features NHL star and brand ambassador Connor McDavid, and the main message encourages bettors to “mull it over” before placing a bet.
This spring, MGM Resorts will introduce its new Earn More, Play Smart campaign that will integrate MGM Rewards with responsible play messaging. The main message is that membership comes with responsibility, not just perks.
