MGM Resorts & BetMGM launch NFL stadium RG messaging campaign

MetLife Stadium
Image: John Arehart/Shutterstock

MGM Resorts International and BetMGM have launched a campaign ahead of the upcoming NFL season that will feature GameSense responsible gaming messaging inside NFL stadiums.

In total, nine NFL stadiums will be taking part in the campaign, promoting responsible gaming marketing during the season.

Those in question are Acrisure Stadium (Pittsburgh Steelers), Allegiant Stadium (Las Vegas Raiders), Empower Field at Mile High (Denver Broncos), Ford Field (Detroit Lions), GHEA Field at Arrowhead Stadium (Kansas City Chiefs), M&T Bank Stadium (Baltimore Ravens), MetLife Stadium (New York Jets), Nissan Stadium (Tennessee Titans) and State Farm Stadium (Arizona Cardinals).

The campaign announcement comes as Responsible Gaming Education Month is set to begin this month in the US, for which the pair have partnered with the American Gaming Association.

Commenting on the campaign, Rhea Loney, Chief Compliance Officer at BetMGM, said: “This is an extraordinary moment as we work with our team partners to raise awareness about responsible gaming. Throughout the season, GameSense will play a pivotal role in reminding football fans who bet, to do so responsibly.”

In addition, more than $1m annually will also be committed to responsible gaming and problem gambling initiatives by MGM Resorts and BetMGM. Initiatives include research, advocacy, prevention, marketing, and organisational support.

Throughout the year, both companies provide their employees with comprehensive and research-based responsible gaming training to help them promote responsible play and address problem gambling concerns through GameSense. Story-based, digital training modules are used as well, tailored to the guest service models of each organisation.

During RGEM, BetMGM will host a lived-experience fireside chat series provided by gambling harm and minimisation consultancy EPIC Risk Management. Meanwhile, MGM Resorts will encourage participation in surveys, highlight leadership perspectives, and feature public service messages on property screens and Las Vegas marquees.

“The landscape of the gaming industry has evolved dramatically in recent years with the broad legalisation of online gambling and sports betting,” stated Stephen Martino, SVP Chief Compliance Officer at MGM Resorts.

“Collaboration among operators and stakeholders is essential to ensure that responsible gaming remains a top priority. These efforts are vital to giving guests, customers, employees, and companies the tools and information needed for a safe and enjoyable experience.”

GameSense, first developed and licensed to MGM Resorts in 2017 by the British Columbia Lottery Corporation, is a program that focuses on responsible gaming conversations with customers that are positive, transparent, and proactive.

Tips and messaging from GameSense are featured on TV screens across MGM Resorts hotel rooms across the country, on slot machines on casino floors with QR codes to access responsible gaming information and educational materials, and across BetMGM’s digital platforms and betting kiosks.

As previously mentioned, MGM Resorts and BetMGM have also partnered with AGA to promote RGEM. Both companies are also continuing their partnership with the AGA’s ‘Have A Game Plan. Bet Responsibly.’ public service campaign, educating new and seasoned bettors on responsible sports wagering.

Casey Clark, Senior Vice President at the AGA, added: “The AGA is proud to work alongside leaders like MGM Resorts and BetMGM to advance responsible gaming every day. Their continued investment to elevate responsibility exemplifies the industry’s commitments and the spirit of Responsible Gaming Education Month.”