MGM Resorts International and BetMGM are launching a new responsible gambling campaign across nine NFL stadiums in the US.
Stadium integration
The campaign will see the casino operator and its online joint venture with Entain promote the GameSense responsible gambling programme at the home stadiums of several major NFL teams including the Pittsburgh Steelers, Denver Broncos and New York Jets.
MGM said it is therefore among the first US operators to promote responsible gambling through marketing within NFL venues.
The campaign will take place during the upcoming American football season, which is due to begin next week on 8 September.
In addition, MGM Resorts and BetMGM are together committing more than $1m annually to fund a variety of responsible gambling and problem gambling initiatives, including in the areas of research, advocacy, prevention, marketing and organisational support.
GameSense background
The GameSense responsible gambling programme was first developed and licensed to MGM Resorts by the British Columbia Lottery Corporation in 2017.
The programme “focuses on positive, transparent, and proactive conversations with guests and customers about how to gamble responsibly,” MGM said.
GameSense messaging is currently being delivered to guests on TV screens in MGM Resorts hotel rooms across the US, as well as on slot machines on MGM casino floors.
The programme is also integrated into BetMGM’s online platforms and sports betting kiosks.
