BetMGM triggers national responsible gambling campaign
Sportsbook and igaming operator to prominently feature RG-led messaging across above-the-line marketing assets in March
BetMGM has announced a new pledge to feature responsible gambling (RG) messaging across its US and Canadian operations throughout March to align with the US Problem Gambling Awareness Month.
This includes RG messaging usage across the BetMGM mobile app, as well as above-the-line marketing assets including billboard marketing, to television, print, and radio advertising across both the US and Canada.
Additionally, RG messages and banners will be placed into BetMGM’s digital and social platforms, as well as on property signage and advertising within physical BetMGM sportsbooks.
BetMGM has confirmed the messaging was developed in partnership with GameSense, a responsible gaming program developed by the British Columbia Lottery Corporation (BCLC) and licensed to MGM Resorts International, BetMGM’s joint parent company.
BetMGM CEO Adam Greenblatt welcomed the announcement as proof of the operator’s desire to support at-risk players.
“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,” Greenblatt added.
In November, BetMGM pledged $180,000 to a new International Center for Responsible Gaming (ICRG) research project looking at the impact advertising has on problem gambling rates.
“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,” Greenblatt added.