April 20, 2021 Casino, Land Based, Partnerships

BetMGM to integrate GameSense’s program into mobile gaming


Deal represents first adoption of responsible gaming program by a US online gaming operator.

BetMGM on Tuesday said it will integrate into its platform GameSense, a responsible gaming program licensed to MGM Resorts International by the British Columbia Lottery Corporation (BCLC).

The BCLC said it developed GameSense to incorporate responsible gaming resources and education into the customer service model.

The program connects players with trained specialists, known as GameSense Advisors. The BCLC said the focus is on positive, transparent and proactive communication to educate players about healthy habits and how to keep gaming fun, safe and responsible.

The two parties said their agreement marks the first time an online gaming operator in the United States will use the GameSense program.

MGM Resorts first launched GameSense at its US properties in 2017, making available educational resources and interactive GameSense touch screens at its Mlife Rewards desks.

The company noted it has received multiple awards from the National Council on Problem Gambling for giving guests access to GameSense initiatives.

The integration of GameSense with BetMGM, which will be completed later this year, is an extension of the BCLC’s longstanding relationship with MGM Resorts, the two parties said.

“As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole,” Adam Greenblatt, CEO of BetMGM, said in a statement. “GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”

BCLC interim CEO and president Lynda Cavanaugh added, “As online gambling and sports betting increase in popularity, BCLC is so pleased that BetMGM is offering players more opportunities and resources to support healthy play with our GameSense program. BCLC’s commitment to player health extends well beyond British Columbia and we look forward to working with BetMGM to increase our mutual understanding about how best to provide players with the tools that enhance positive-play decisions.”

Bill Hornbuckle, CEO and president of MGM Resorts (pictured), said the company is committed to supporting responsible gaming efforts at its properties nationwide.

“We are pleased to extend GameSense into the BetMGM platform,” he said. “GameSense has been an instrumental and innovative part of our company’s guest service model for several years. Together, MGM Resorts and BetMGM are proud to help guests understand the risks, where to get help and, ultimately, how to keep gaming fun.”

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