With kickoff just days away, a titan of the sports gaming industry is taking steps to promote responsible gambling across NFL stadiums.
Ahead of Thursday’s season-opening tilt between the Baltimore Ravens and the two-time defending Super Bowl Champion Kansas City Chiefs, BetMGM announced on Friday plans to partner with the American Gaming Association (AGA) to promote Responsible Gaming Education Month in September.
"We're excited to bring responsible gaming initiatives directly to fans in these NFL venues again this season," said Rhea Loney, BetMGM's chief compliance officer, via release. "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."
The news comes just over a week after the NFL announced updates to its internal gambling policy education, including mandatory in-person training for players.
As part of the partnership, BetMGM and the AGA will promote responsible gambling advertisements within nine different NFL stadiums, including Arrowhead Stadium for the site of the NFL’s opening Thursday Night Football showdown. This marks the second year of the program.
According to the release, the program “focuses on positive, transparent, and proactive engagements with guests and customers about how to gamble responsibly,” with a focus on parent company MGM Resorts' GameSense responsible gaming program.
"The importance of responsible gaming research funding cannot be overstated,” said Stephen Martino, SVP and chief compliance officer of MGM Resorts. “As a gaming industry leader, it's imperative that our company supports efforts to better understand the diverse impact gambling has on various populations, including those that may be at greater risk of developing problematic behaviors."
In addition to its existing spots, BetMGM has confirmed plans to shoot additional commercials in the coming months featuring brand ambassadors similar to its responsible gaming commercial with NHL superstar Connor McDavid.
BetMGM to contribute to research
In conjunction with its responsible gaming initiative, MGM Resorts has announced a contribution of $500,000 to fund responsible gaming research via the International Center for Responsible Gaming and Kingbridge Research Institute.
According to the release, studies will focus on unrepresented and underfunded communities adversely affected by problem gambling, including women and military veterans.
"Collaboration is integral to strengthening our collective responsibility efforts,” said Joe Malone, SVP of strategic communications, AGA. “Both in their work with the AGA and throughout the legal, regulated gaming industry, MGM Resorts and BetMGM continue to be leaders in forming innovative partnerships that are advancing responsible gaming in meaningful ways."
