MGM Resorts International and BetMGM are launching a new responsible gambling campaign across nine NFL stadiums in the US.

Stadium integration

The campaign will see the casino operator and its online joint venture with Entain promote the GameSense responsible gambling programme at the home stadiums of several major NFL teams including the Pittsburgh Steelers, Denver Broncos and New York Jets.

MGM said it is therefore among the first US operators to promote responsible gambling through marketing within NFL venues.

The campaign will take place during the upcoming American football season, which is due to begin next week on 8 September.

In addition, MGM Resorts and BetMGM are together committing more than $1m annually to fund a variety of responsible gambling and problem gambling initiatives, including in the areas of research, advocacy, prevention, marketing and organisational support.

GameSense background

The GameSense responsible gambling programme was first developed and licensed to MGM Resorts by the British Columbia Lottery Corporation in 2017.

The programme “focuses on positive, transparent, and proactive conversations with guests and customers about how to gamble responsibly,” MGM said.

GameSense messaging is currently being delivered to guests on TV screens in MGM Resorts hotel rooms across the US, as well as on slot machines on MGM casino floors.

The programme is also integrated into BetMGM’s online platforms and sports betting kiosks.

Management commentary

“This is an extraordinary moment as we work with our team partners to raise awareness about responsible gaming,” said BetMGM chief compliance officer Rhea Loney.

“Throughout the season, GameSense will play a pivotal role in reminding football fans who bet, to do so responsibly.”

Stephen Martino, SVP and chief compliance officer of MGM Resorts, added: “The landscape of the gaming industry has evolved dramatically in recent years with the broad legalisation of online gambling and sports betting. 

“Collaboration among operators and stakeholders is essential to ensure that responsible gaming remains a top priority.

“These efforts are vital to giving guests, customers, employees, and companies the tools and information needed for a safe and enjoyable experience.”

American Gaming Association SVP Casey Clarke added: “The AGA is proud to work alongside leaders like MGM Resorts and BetMGM to advance responsible gaming every day. 

“Their continued investment to elevate responsibility exemplifies the industry’s commitments and the spirit of Responsible Gaming Education Month.”

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