MGM Resorts renews AGA responsible gambling collaboration

MGM Resorts International and BetMGM have renewed their partnership with the American Gaming Association (AGA) to promote responsible gambling messaging during Responsible Gaming Education Month.

The partners will conduct several campaigns this month to increase awareness of GameSense, the responsible gambling program that the British Columbia Lottery Corporation developed and licensed to MGM Resorts in 2017.

The campaigns and messaging will appear at nine National Football League (NFL) stadiums throughout September, including the Pittsburgh Steelers’ Acrisure Stadium, the Las Vegas Raiders’ Allegiant Stadium, the Kansas City Chiefs’ GEHA Field at Arrowhead Stadium, and the Detroit Lions’ Ford Field.

The home grounds of the New York Giants and Jets, as well as the Denver Broncos and Baltimore Ravens, will be featured in the campaigns and messaging.

The renewed collaboration is designed to promote positive, proactive, and transparent engagement with fans and customers about gambling responsibly.

BetMGM has also committed to creating more marketing materials highlighting responsible gambling resources.

GameSense messaging will appear on table games and slot machines in MGM Resorts’ venues across the US, and staff will receive extensive training on raising awareness of responsible gambling.

MGM Resorts is also contributing $440,000 to the International Center for Responsible Gaming and Kindbridge Research Institute to fund further responsible gaming research.

“We’re excited to bring responsible gaming initiatives directly to fans in these NFL venues again this season,” said Rhea Loney, chief compliance officer at BetMGM.

“We are setting a new standard for safety and awareness in the industry. At BetMGM, we believe that protecting our players and promoting responsible play is essential to the future of sports betting.”

Stephen Martino, SVP and chief compliance officer at MGM Resorts, commented: “The importance of responsible gaming research funding cannot be overstated. As a gaming industry leader, it’s imperative that our company supports efforts to better understand the diverse impact gambling has on various populations, including those that may be at greater risk of developing problematic behaviors.”

Shares in MGM Resorts International (NYSE:MGM) closed 3.46 per cent lower at $36.29 per share in New York Tuesday.