BetMGM Announces New Pledge to Promote Responsible Gaming in Advertising

Rhea-AI Summary

BetMGM has announced a groundbreaking pledge to enhance the visibility of responsible gaming messages in its marketing, starting March 1, 2023, in alignment with Problem Gambling Awareness Month. This initiative includes promoting responsible gaming within the BetMGM mobile app and across various advertising platforms, including billboards and social media, in the U.S. and Canada. Developed in collaboration with GameSense, the program offers tools for setting spending limits and addressing gambling myths. BetMGM aims to lead the industry in responsible gaming, with CEO Adam Greenblatt highlighting the importance of research in addressing problem gambling issues.

Positive

• Initiative to promote responsible gaming could enhance brand reputation.
• Partnership with GameSense provides credible support for responsible gaming efforts.
• Commitment to research on gambling advertising impacts could lead to improved practices.

Negative

• None.

Innovative GameSense program to be featured prominently

JERSEY CITY, N.J., Feb. 24, 2023 /PRNewswire/ -- BetMGM, a leading sports betting and iGaming operator, announced today a new pledge to prominently feature responsible gaming messages in its marketing and advertising campaigns beginning March 1, in alignment with the start of Problem Gambling Awareness Month. As part of the pledge, responsible gaming messaging will be featured within BetMGM's mobile app and within BetMGM advertisements ranging from billboard marketing to television, print and radio ads across the U.S. and Canada.

Additionally, responsible gaming messages and banners will be incorporated into BetMGM's digital and social platforms, as well as on property signage within physical BetMGM Sportsbooks. Responsible gaming messages were developed in partnership with GameSense, an award-winning responsible gaming program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation (BCLC).

"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," 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 is an industry-leading program focusing on positive, transparent, and proactive conversations with players about how to gamble responsibly. BetMGM has integrated GameSense into its digital platforms, providing customers tools for setting spending limits, while dispelling common gambling misconceptions. GameSense also explains the basic rules of gambling and offers easily accessible resources for customers and their families to connect with highly trained GameSense Advisors. Through the integration with BetMGM, customers can receive the same GameSense experience they have grown to count on at MGM Resorts properties nationwide.

MGM Resorts CEO & President Bill Hornbuckle said, "With the continued growth of sports betting and iGaming, it's imperative that our industry remain committed to supporting the best interests of our 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. We commend BetMGM for this groundbreaking commitment." 

Jette Nygaard-Andersen, Entain CEO, commented, "Entain is committed to providing the safest possible betting and gaming platform for all our customers around the world. This is even more important in a market like the U.S. where betting and gaming is going through rapid and transformative growth. Technology is the key enabler in providing a safety net for our customers. Building these tools with GameSense into the BetMGM platform is the best way forward."

Greenblatt continued, "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. 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 2022, BetMGM provided a grant to the ICRG in support of the organization's research on responsible gambling, specifically focusing on the impact that advertising has on problem gambling.

For more information, follow @BetMGM on Twitter.

About BetMGM
BetMGM is a market-leading sports betting and gaming entertainment company, pioneering the online gaming industry. Born out of a partnership between MGM Resorts International (NYSE: MGM) and Entain Plc (LSE: ENT), BetMGM has exclusive access to all of MGM's U.S. land-based and online sports betting, major tournament poker, and online gaming businesses. Utilizing Entain's US-licensed, state of the art technology, BetMGM offers sports betting and online gaming via market-leading brands including BetMGM, Borgata Casino, Party Casino and Party Poker. Founded in 2018, BetMGM is headquartered in New Jersey. For more information, visit http://www.betmgminc.com/. 

About GameSense
Launched in 2009, GameSense is BCLC's industry-leading and award-winning program that encourages healthy gambling behaviours by giving players the tools to make informed decisions. This includes helping players understand the odds of winning, the truth behind gambling myths and how to set and stick to personally allocated time and monetary limits. BCLC currently licenses GameSense to 10 different organizations across Canada and the U.S., creating a community-of-practice that raises the standard of care in the industry by implementing evidence-based player-health programs. To learn more about GameSense, visit: www.gamesense.com

Forward-Looking Statements
Statements in this release that are not historical facts are forward-looking statements, within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, and involve risks and/or uncertainties, including those described in MGM Resorts' public filings with the Securities and Exchange Commission. Forward-looking statements can be identified by the use of forward-looking terminology such as "believes," "expects," "could," "may," "will," "should," "seeks," "likely," "intends," "plans," "pro forma," "projects," "estimates" or "anticipates" or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. MGM Resorts has based forward-looking statements on management's current expectations and assumptions and not on historical facts. Examples of these statements include, but are not limited to, MGM Resorts' expectations regarding the timing and content of its marketing and advertising campaigns. These forward-looking statements involve a number of risks and uncertainties. Among the important factors that could cause actual results to differ materially from those indicated in such forward-looking statements include risks related to MGM Resorts' ability to conduct marketing and advertising campaigns on the terms described herein or at all, the continued impact of the COVID-19 pandemic on MGM Resorts' business, the effects of economic conditions and market conditions in the markets in which MGM Resorts operates and competition with other destination travel locations throughout the United States and the world, the design, timing and costs of expansion projects, risks relating to international operations, permits, licenses, financings, approvals and other contingencies in connection with growth in new or existing jurisdictions and additional risks and uncertainties described in MGM Resorts' Form 10-K, Form 10-Q and Form 8-K reports (including all amendments to those reports). In providing forward-looking statements, MGM Resorts is not undertaking any duty or obligation to update these statements publicly as a result of new information, future events or otherwise, except as required by law. If MGM Resorts updates one or more forward-looking statements, no inference should be drawn that it will make additional updates with respect to those other forward-looking statements.

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SOURCE BetMGM

FAQ

What new pledge did BetMGM announce regarding responsible gaming?

BetMGM announced a pledge to feature responsible gaming messages prominently in its marketing and advertising starting March 1, 2023.

How will BetMGM implement its responsible gaming messages?

BetMGM will incorporate responsible gaming messages in its mobile app, various advertisements, and physical sportsbook signage.

What is the significance of the partnership with GameSense for BetMGM?

GameSense provides essential tools and resources for players to gamble responsibly, enhancing BetMGM's commitment to responsible gaming.

Who is the CEO of BetMGM?

Adam Greenblatt is the CEO of BetMGM.

What research initiative did BetMGM support in November 2022?

In November 2022, BetMGM provided a grant to the International Center for Responsible Gaming to study the impact of advertising on problem gambling.