As the gambling industry continues to expand globally, MGM Resorts International and BetMGM have announced significant enhancements to their responsible gambling programs and partnerships. These comprehensive initiatives come in preparation for Problem Gambling Awareness Month, a period when industry stakeholders unite to promote safer gambling practices, discourage harmful behaviors, and raise awareness about available resources for those experiencing gambling-related difficulties.
The Growing Need for Responsible Gambling Measures
The timing of these expanded initiatives is particularly relevant given recent findings about gambling’s impact on public health. According to a 2024 report from an international commission of health experts, the commercial gambling industry has experienced unprecedented growth worldwide, largely fueled by the rise of online betting. This expansion has created substantial public health concerns, with an estimated 72 million people globally suffering from adverse effects of gambling.
In the United States, the landscape of gambling has transformed dramatically since 2018, when the Supreme Court lifted restrictions on sports betting. Currently, 38 states and Washington, D.C. have legalized sports betting, with 30 states regulating mobile sports betting. Recent research shows that 19% of U.S. adults had placed sports bets within the past year, highlighting the growing accessibility of gambling activities.
The consequences of problematic gambling extend far beyond financial losses. Research indicates that gambling issues can lead to employment loss, relationship breakdown, health deterioration, and increased risks of suicide and domestic violence. These impacts affect not only individuals with severe gambling problems but also casual gamblers and family members of those struggling with gambling issues
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Expanding Research and Treatment Partnerships with Kindbridge
At the core of MGM and BetMGM’s renewed commitments is an expanded partnership with Kindbridge, an organization dedicated to research and treatment of gambling disorders. MGM Resorts has pledged $180,000 to the Kindbridge Research Institute to support studies examining sports betting’s impact across various demographics and develop effective harm reduction strategies.
As a global gaming and hospitality leader, we are always looking to support innovative and actionable research that can make a positive impact.
Stephen Martino, Senior Vice President and Chief Compliance Officer at MGM Resorts, emphasized the company’s dedication to evidence-based approaches: “As a global gaming and hospitality leader, we are always looking to support innovative and actionable research that can make a positive impact.” This research will support MGM’s operations both domestically and internationally, enabling more sustainable business practices.
The partnership with Kindbridge extends beyond research funding. MGM Resorts has also contributed $100,000 specifically to support a voluntary medication trial for veterans experiencing gambling addiction in Las Vegas. This groundbreaking treatment program, conducted in partnership with the University of Nevada-Las Vegas and the Las Vegas Veterans Affairs Residential Recovery and Renewal Center, aims to reduce gambling urges and symptom severity among veterans with gambling disorder.
On the treatment front, BetMGM is significantly expanding its Kindbridge Behavioral Health referral program to serve players nationwide. This expansion ensures that players across all BetMGM’s operating jurisdictions will have direct access to specialized mental health services focused on gambling-related issues.
Rhea Loney, BetMGM’s Chief Compliance Officer, underscored the company’s commitment to player welfare:
Responsible gaming is a focal point of our brand. We will continue to invest in the protection and well-being of players, and our expanded agreement with Kindbridge aligns perfectly with this strategy.
Enhancing the GameSense Program
Another key component of the enhanced responsible gambling framework involves the expansion of GameSense, an industry-leading program developed by the British Columbia Lottery Corporation (BCLC) and licensed to MGM Resorts since 2017. The program focuses on transparent, positive, and proactive engagement with customers about responsible gambling practices.
Under the expanded agreement, both MGM Resorts and BetMGM will increase responsible gaming messaging from GameSense across their land-based and digital sportsbooks nationwide. Players will encounter more prominent GameSense messaging, with QR codes directing them to additional resources. The companies will also deploy trained GameSense Advisors at BetMGM Sportsbooks and MGM Rewards desks to provide on-site assistance to patrons.
Research on GameSense has indicated that program awareness is positively associated with healthier gambling beliefs and behaviors, including better understanding of gambling concepts and increased use of responsible gambling strategies. The program has been shown to help players develop better gambling literacy and potentially reduce the frequency and breadth of gambling activities.
Educational Outreach and Community Engagement
MGM Resorts and BetMGM are also strengthening their community outreach initiatives, particularly with the University of Nevada, Las Vegas (UNLV). This collaboration focuses on educating UNLV Gaming Law students about responsible gaming’s importance within the regulatory and industry framework.
Sarah Gonzales, Director of Graduate Programs at the William S. Boyd School of Law at UNLV, characterized the collaboration as a “valuable learning experience” for students. She highlighted that the GameSense program has helped many students “grasp the importance of responsible gaming” as a fundamental aspect of the gambling industry.
Beyond academic partnerships, MGM Resorts has committed $60,000 to affiliated State Councils on Problem Gambling to support various advocacy and preventative initiatives across the country. Both MGM Resorts and BetMGM have also expressed commitment to comprehensive responsible gambling training for all employees, ensuring that staff at all levels understand how to promote safer play and recognize signs of problematic gambling behaviors.
Expanding Public Awareness Through Sports Venues
In a significant expansion of public-facing initiatives, MGM Resorts and BetMGM have announced plans to increase responsible gaming messaging at NFL stadiums during the upcoming season. This represents the second year of such promotions, with GameSense marketing set to appear more frequently and in more prominent locations during games.
We are setting a new standard for safety and awareness in the industry. At BetMGM, we believe that protecting our players and promoting responsible play is essential to the future of sports betting.
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“We’re excited to bring responsible gaming initiatives directly to fans in these NFL venues again this season,” explained Rhea Loney.
Additionally, MGM Resorts has announced a substantial $440,000 contribution to fund responsible gaming research through the International Center for Responsible Gaming and Kindbridge Research Institute. These studies aim to advance industry best practices and address significant research gaps, particularly focusing on under-studied populations, including women military veterans.
Understanding the Scale of Gambling Harm
The importance of these initiatives becomes clear when considering recent research on gambling-related harm. A national study of Australian adults found that among gamblers, 14.7% reported experiencing harm, with 1.9% reporting high-level harm. While severe harm was concentrated among problem gamblers, moderate and low-level harms were reported across all categories of gamblers.
The study identified several risk factors for gambling harm, including use of online gambling platforms and frequent engagement with electronic gaming machines, race betting, sports betting, and other gambling products. Younger individuals, males, single people, and certain ethnic groups showed higher vulnerability to gambling-related harm.
Comprehensive Approach to Responsible Gambling
BetMGM has also renewed its partnership with EPIC Global Solutions, one of America’s leading problem gambling education consultancies. Under this agreement, EPIC will continue providing comprehensive safer gambling education to BetMGM employees, with particular emphasis on training for VIP staff who interact with high-value players.
Both companies are continuing their participation in the American Gaming Association’s “Have A Game Plan. Bet Responsibly.” public service campaign, which promotes responsible sports betting nationwide. BetMGM is also developing new advertisements featuring brand ambassadors delivering engaging responsible gaming messages, building on its successful commercial featuring NHL MVP Connor McDavid.
These comprehensive initiatives reflect the growing recognition within the gambling industry that sustainable business practices must include robust responsible gambling programs. As online gambling continues to expand globally, the experiences and research generated through these partnerships may help shape more effective harm reduction approaches across the industry.
Industry Context and Future Outlook
The enhanced partnerships announced by MGM Resorts and BetMGM reflect a broader shift within the gaming industry toward sustainability and responsible operation. With increased public scrutiny and a growing body of research highlighting the risks associated with problem gambling, industry leaders are under pressure to implement measures that protect consumers without compromising on the excitement and entertainment value of gaming.
Recent studies have shown that robust responsible gaming initiatives can lead to a measurable reduction in gambling-related harm. For example, educational campaigns and early intervention programs have been linked to a decline in problem gambling rates among regular patrons. In this context, the efforts by MGM Resorts and BetMGM can be seen as part of a larger trend aimed at balancing profitability with social responsibility.
Furthermore, these initiatives come at a time when technological advancements are reshaping the gaming landscape. The rise of digital platforms and mobile gaming has made it easier than ever for individuals to access gambling services. While this expansion presents new opportunities, it also brings challenges in terms of monitoring and mitigating problem gambling behaviors. By investing in technology-driven solutions alongside traditional educational programs, the companies are striving to create a more resilient and adaptive framework for responsible gaming.
