BCLC, BetMGM Extend Deal To Enhance Responsible Gambling

MGM Resorts International and BetMGM announced on Wednesday a five-year contract extension with the British Columbia Lottery Corporation. The agreement is centred around BCLC’s industry leading responsible gambling program GameSense, reaffirming BetMGM’s commitment to the British Columbia casino scene for years to come.

Specifically, through GameSense, players have continued access to information, tools, and resources that guide informed decision making and healthy gambling habits.

“We’re proud to continue providing MGM Resorts with the tools to offer the GameSense experience at its properties and online at BetMGM, said Pat Davis, BCLC president and CEO in a news release. “When we work together to develop best practices and share learnings that support positive play, we can reduce harm and make gambling safer throughout the industry.”

MGM and BCLC partnership has track record of success

After receiving its initial GameSense license in 2017, it didn’t take long for MGM Resorts to feel the program’s impact. And, fully integrating it into BetMGM’s digital platforms last year only compounded its success.

Specifically, BetMGM has provided responsible gaming information to more than 100,000 customers each month through website visits and email interactions.

“Since integrating GameSense into BetMGM, we’ve noticed significant and positive results,” said Adam Greenblatt, CEO of BetMGM. “With the continued expansion of sports betting and iGaming, our commitment to responsible gaming practices has never been more important.”

In addition to its invaluable presence on iGaming platforms, GameSense signage is prominently visible across MGM Resorts properties and marquees as well.

Further, GameSense messaging and responsible gaming tips are also available on:

35,000 television screens in MGM Resorts hotel rooms across the country; and
22,000 slot machines (8,500 feature QR codes that offer access to extended educational materials)

Also, all MGM-family employees receive comprehensive and research-based responsible gaming training throughout the year.

And, the program continues to expand. Over the past 12 months, 62,000 staffers completed the program, with 300-plus earning the highest certification of GameSense Advisor.

Contract renewal coincides with Problem Gambling Awareness Month

Notably, the deal between MGM Resorts International and the BCLC strategically aligns with Problem Gambling Awareness Month. Each March, the initiative endeavours to increase public awareness of problem gambling and related prevention, treatment and recovery services.

On March 1 (the same day the contract renewal with BCLC was announced), BetMGM pledged to prominently feature responsible gambling messaging in its marketing and advertising campaigns.

“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising,” said Greenblatt.

Presently, MGM subsidiaries have promoted responsible gambling practices within their physical and digital gaming spaces. But after Wednesday’s announcement, the company is eager to extend its message beyond in house advertising.

As a result, the campaign will be visible on the following high-traffic mediums:

Billboard
Print
Television
Radio
Social media
Company websites

More information coming March 6

Additionally, MGM resorts and BCLC plan to reveal more information regarding a commitment to responsible gambling research, March 6-8 at the New Horizons in Responsible Gambling Conference in Vancouver, BC.

Notably, the announcement comes as MGM Resorts and BetMGM join the National Council on Problem Gambling (NCPG) in promoting Problem Gambling Awareness Month from March 1 to March 31.

“Through our partnership and collaboration with BCLC, we’re proud to set the standard and do our part to ensure that gaming is an enjoyable experience,” said Bill Hornbuckle, CEO and president, MGM Resorts International. “As the industry expands, we will continue to provide players tools and capabilities that empower everyone to play responsibly.”