BetMGM is to include responsible gaming messages in its marketing and advertising campaigns from next month, as part of a fresh pledge to align with Problem Gambling Awareness Month.

This will see such messaging be featured within the online casino and sports betting operator’s mobile app as well as within advertisements ranging from billboard marketing to television, print and radio ads across the US and Canada.

“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 Adam Greenblatt, BetMGM CEO. 

“As the legalised 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.”

Adding: “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. 

“We are committed to protecting players across the country and have partnered with The International Center for Responsible Gaming to help better understand and tackle the issues around advertising and problem gambling.”

Furthermore, responsible gaming messages and banners will also be incorporated into BetMGM’s digital and social platforms, in addition to on property signage within sportsbooks. 

Jette Nygaard-Andersen, Entain CEO, commented: “Entain is committed to providing the safest possible betting and gaming platform for all our customers around the world. This is even more important in a market like the US where betting and gaming is going through rapid and transformative growth.

“Technology is the key enabler in providing a safety net for our customers. Building these tools with GameSense into the BetMGM platform is the best way forward.”

Responsible gaming messages were developed in partnership with GameSense, a responsible gaming program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation.

Bill Hornbuckle, MGM Resorts CEO & President, noted:”With the continued growth of sports betting and igaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers. 

“MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritising player health. We commend BetMGM for this groundbreaking commitment.”