MGM and BetMGM Expand Responsible Gaming Campaign into NFL Stadiums
MGM Resorts and BetMGM are launching their annual Responsible Gaming Education Month (RGEM) campaign with a significantly expanded presence inside NFL stadiums. The initiative, a partnership with the American Gaming Association (AGA), will feature the company’s GameSense® responsible gaming messaging on scoreboards and in gameday magazines for the first time, in addition to its established presence on stadium LED ribbons.
A High-Profile Partnership in NFL Venues
The campaign will have a presence in ten NFL stadiums, including a new partnership with the Philadelphia Eagles at Lincoln Financial Field. The goal is to embed responsible gaming messaging directly into the live sports experience.
“Placing GameSense in league stadiums gives us direct access to millions of fans each week,” said Rhea Loney, Chief Compliance Officer at BetMGM. “It’s a powerful platform to promote public awareness and amplify our company’s commitment to provide a safe and informed gambling experience.”
GameSense, a program originally developed by the British Columbia Lottery Corporation and licensed to MGM Resorts, focuses on positive and proactive engagement with customers about how to gamble responsibly.
A Multi-Faceted Approach to Player Education
The in-stadium campaign is just one component of a broader, multi-faceted initiative. Throughout September, responsible gaming messaging will also be featured across the companies’ digital platforms, in their retail sportsbooks, on Las Vegas marquees, and at the new MGM Grand Live Dealer studio.
BetMGM’s sportsbook app will also feature reminders for players to “take a time-out” and “budget before you bet,” with QR codes that link directly to responsible gaming resources.
The effort is also supported by a significant human element. MGM Resorts has now certified over 1,900 employees as GameSense Advisors, who are trained to support guests at BetMGM Sportsbooks and MGM Rewards desks. BetMGM has also continued its partnership with EPIC Global Solutions to provide lived-experience training to all its employees.
Investing in Research and Collaboration
Coinciding with the RGEM campaign, MGM Resorts announced a $250,000 contribution to the International Center for Responsible Gaming (ICRG). The donation will fund independent, peer-reviewed research aimed at advancing best practices for player protection and employee support.
“Investing in our team members through extensive training and scientific research sets higher operational standards and elevates the guest experience,” said Stephen Martino, SVP and Chief Compliance Officer at MGM Resorts.
The campaign is a collaborative effort, with both companies continuing their support for the AGA’s “Have A Game Plan.® Bet Responsibly.™” public-service campaign.
“Collaboration plays a vital role in enhancing responsible gaming outcomes,” said Joe Maloney, SVP of Strategic Communications at the American Gaming Association. “We’re proud to partner with MGM Resorts and BetMGM and see firsthand how these efforts are making a meaningful difference.”
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