BetMGM, the online betting arm of casino operator MGM Resorts International in collaboration with Entain, is launching its GameSense responsible gambling initiative in NFL stadiums.
The GameSense program, which MGM launched at its casino resorts in 2017, is designed to provide bettors with the tools and resources they need to make informed decisions. By integrating this program into NFL stadiums, MGM Resorts and BetMGM aim to reach a broader audience while also promoting responsible gambling.
The launch coincides with the start of the 23/24 NFL season, which kicks off on September 7.
“Collaboration among operators and stakeholders is essential to ensure that responsible gaming remains a top priority,” Stephen Martino, SVP chief compliance officer, MGM Resorts, in a press release.
“These efforts are vital to giving guests, customers, employees, and companies the tools and information needed for a safe and enjoyable experience.”
Promoting Informed Betting Choices
The GameSense program was first developed by Canada’s British Columbia Lottery Corporation. It licensed the tech to MGM in 2017.
Six years later, GameSense services will now be featured prominently in the form of kiosks and signage at nine popular NFL stadiums. It will offer advice and information suitable for prospective, new, or existing football bettors.
These venues include the GHEA Field at Arrowhead Stadium, home to the reigning champs, the Kansas City Chiefs.
GameSense will also be featured at the New York Giants’ MetLife Stadium, Ford Field (Detroit Lions), Empower Field at Mile High (Denver Broncos), State Farm Stadium (Arizona Cardinals), Lucas Oil Stadium (Indianapolis Colts), Gillette Stadium (New England Patriots), and the Las Vegas Raiders’ Allegiant Stadium.
GameSense offers a range of responsible gaming tools, educational materials provided by the kiosks, and trained on-hand advisors.
Some key aspects of responsible gambling the program will highlight to prospective or existing bettors include deposit and time limits, an in-depth analysis of the various odds and wager types, and general responsible gambling advice.
In one such example, the program tells players not to chase losses.
“If you lose it, it’s gone, and you’re done. Don’t try to win it back,” the literature says.
GameSense is already part of MGM’s existing operations, from BetMGM’s online casino to the operator’s sports betting facilities at its famous Nevada brick & mortar casinos in Las Vegas.
“This is an extraordinary moment as we work with our team partners to raise awareness about responsible gaming,” said Bet MGM’s chief compliance officer, Rhea Loney.
“Throughout the season, GameSense will play a pivotal role in reminding football fans who bet to do so responsibly.”
The expansion of GameSense into NFL stadiums is the operator’s attempt to promote sports betting and help allay regulatory concern about irresponsible wagering.
With the increasing popularity of sports betting across the U.S., and closer ties between operators and sports teams, comes controversy. 10 NFL athletes have been suspended this year, and in Iowa several college ball players are facing criminal charges over betting violations.
In light of these incidents, and its existing commitments to responsible gambling, MGM Resorts is also promising to donate an extra $1 million annually to responsible sports betting initiatives.
“This includes research, advocacy, prevention, marketing, and organizational support,” the operator said in its press release.