BetMGM launches new RG campaign in time for Problem Gambling Awareness Month

BetMGM has announced its latest commitment towards promoting the principles of a safe and responsible gambling environment. The company, which is one of the leaders in the sports betting and iGaming spaces in North America, has revealed a new dedicated marketing campaign geared towards problem gambling awareness which will get underway on March 1.

This is the date that the United States and Canada recognize as the beginning of Problem Gambling Awareness Month, a nationwide campaign that attempts to tackle what has become a serious mental health problem. To this end, BetMGM will be rolling out its advertisements across multiple media, including the brand’s mobileapp, social media, and physical spaces such as billboards, television, radio, and print.

BetMGM has shown a clear determination to ensure that its responsible gambling messages do not miss the mark, and it has worked closely with GameSense to create powerful and data-driven messaging that has the highest chance of not only reaching players but helping them better understand the principles of responsible and safe gambling.

GameSense is itself a prominent RG program that is developed by the British Columbia Lottery Corporation (BCLC) and licensed to BetMGM and the land-based property, MGM Resorts, in a bid to ensure that consumers are benefiting from its powerful messaging. GameSense is now integrated into BetMGM’s digital platforms, and it offers a range of tools that can help consumers stay in control of their habits.

In addition, the tools are also there to help limit excessive spending and help consumers understand some of the most common misconceptions about gambling and how they can move past these. GameSense is also built in a way that offers vulnerable individuals access to various resources that are designed to have an immediate effect on a player’s recovery journey.

Families of problem gamblers and the victims of problem gambling may connect with trained GameSense Advisors, BetMGM outlines in the official statement, making it easy to seek help when help is needed. The program itself though is designed so that players who may be struggling with their habits will have the courage to speak up and embark on their recovery journey.

The campaign was welcomed by BetMGM CEO Adam Greenblatt who reaffirmed the industry’s commitment to building a safer environment for all, and part of this commitment lies in the delivery of responsible gaming messaging in the brand’s advertising efforts. Greenblatt said that his company recognized the need for more determined efforts at a time when the entire industry is expanding rapidly, and more gambling options are becoming available to consumers.

The campaign, Greenblatt added, would help consumers and players find the appropriate tools to gamble in a responsible and safe manner. The campaign was naturally welcomed by MGM Resorts CEO & President Bill Hornbuckle who was similarly positive and confident in the success of the project and GameSense’s involvement as part of the broader responsible gambling awareness effort. He recognized the significant assistance that GameSense has already provided the land-based property as well, and said:

"MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health."

Not least, Entain CEO Jette Nygaard-Andersen, whose company is part of the BetMGM efforts in North America, noted that Entain remained committed to providing the safest and best betting experiences anywhere in the world. Thanks to GameSense, BetMGM has been able to build powerful tools into its platform to mark the strong start of Problem Gambling Awareness Month.

The journey towards making the industry a safer place, though, is only now getting started. Greenblatt said that more research needs to be done in order for problem gambling to be tackled as an issue. He noted that BetMGM has already teamed up with The International Center for Responsible Gaming to further examine how advertising affects problem gambling.

Casino Guru has been investing significant time and effort into making the industry a safer place, and recently through the creation of the unified Gamtegrity project that combines previous initiatives and ongoing efforts.

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