Both in the United States and Canada, BetMGM advertising will change, with a stronger emphasis on responsible gambling.
The online and sports betting provider made a fresh commitment to collaborate further with GameSense, the responsible gaming initiative created and authorized by the British Columbia Lottery Corporation. The goal is to increase messaging on the BetMGM mobile app and in BetMGM advertisements on billboards, television, print, and radio across the United States and Canada. Beginning March 1, they will also be shared across the company’s digital and social media channels, all in support of 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, a BCLC initiative introduced in 2009, aims to educate players about responsible gambling through proactive and pleasant communication. GameSense gives clients resources to help them set spending limits, educates them on the fundamentals of gaming, dispels common myths about gambling, and even connects them with GameSense advisors for themselves and their families. It’s all about removing obstacles.
“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.”
In November, BetMGM provided funding to the ICRG to aid in that group’s research into responsible gambling, particularly the effect that advertising has on problem gambling.
Entain CEO Jette Nygaard-Andersen stated, “Entain is committed to offering the safest possible betting and gaming platform for all of our consumers throughout the world. “In a market like the United States, where gambling and gaming are expanding quickly and dramatically, this is even more crucial. Our ability to give our customers a safety net is largely made possible by technology. The best course of action is to integrate these capabilities with GameSense into the BetMGM platform. BetMGM was born out of a partnership between MGM Resorts International and Entain Plc.