Online sportsbook operator BetMGM is to become one of the first igaming operators in the US to adopt the British Columbia Lottery Corporation’s (BCLC) GameSense program.
The responsible gaming tool will be offered to customers in all current and future states where Entain and the MGM Resorts International platform operate.
GameSense integrates responsible gaming resources and education into the customer service model, which works towards providing every player with tools and support to make sound decisions and play responsibly.
This program also connects players with trained specialists, known as GameSense advisors, and focuses on positive, transparent, and proactive communication to teach players on healthy habits and how to keep gaming fun and safe for everyone.
“As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole,” Adam Greenblatt, BetMGM CEO, said.
“GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience,” he added.
GameSense is sscheduled to be completely integrated into the BetMGM platform later this year. The program works by engaging content and customer interactions and is created to help guests and customers make smart choices while placing bets.
“As online gambling and sports betting increase in popularity, BCLC is also pleased that BetMGM is offering players more opportunities and resources to support healthy play with our GameSense program,” Lynda Cavanaugh, BCLC interim CEO and president, said.
“BCLC’s commitment to player health extends well beyond British Columbia and we look forward to working with BetMGM to increase our mutual understanding about how best to provide players with the tools that enhance positive-play decisions,” she added.
MGM Resorts first launched GameSense at its US properties back in 2017. This saw educational resources and interactive touchscreens at its M Life rewards desk available to players. GameSense’s latest integration marks an extension of their longstanding relationship.
“MGM Resorts is committed to supporting responsible gaming efforts at our properties nationwide and we’re pleased to extend GameSense into the BetMGM platform,” Bill Hornbuckle, MGM Resorts CEO and President, said.
“GameSense has been an instrumental and innovative part of our company’s guest service model for several years. Together, MGM Resorts and BetMGM are proud to help guests understand the risks, where to get help and, ultimately how to keep gaming fun,” he added.