With the NFL season kicking off, betting action at legal sportsbooks throughout the country will spike. The most popular, most bet-on sport in North America has that kind of effect.
In preparation for the arrival of football season, one prominent gambling company – MGM Resorts International and its sports betting brand BetMGM – is launching a campaign at NFL stadiums to promote its responsible gaming program GameSense. That includes MetLife Stadium, home of the New York Jets.
It marks the first time a regulated gaming operator will promote responsible gambling within NFL venues.
What is the responsible gambling program GameSense?
As a press release announcing the program put it, GameSense stands as “an industry-leading” responsible gaming program developed in 2017.
The program, per the release, “focuses on positive, transparent, and proactive conversations with guests and customers about how to gamble responsibly.”
All told, nine NFL stadiums will feature GameSense promotion:
- 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)
- State Farm Stadium (Arizona Cardinals)
No details were included as to how MGM intended to implement the GameSense program in terms of delivery. Fans could see additional signage for responsible gambling. They could see QR codes that offer responsible gaming info and educational materials, as MGM does on its casino floors.
MGM has integrated GameSense within its BetMGM Sportsbook NY, which provides bettors with information on how to set limits as well as dispelling common gambling misconceptions.
GameSense to play ‘pivotal role’ in reminding bettors to bet responsibly
This GameSense rollout comes on the heels of MGM Resorts and BetMGM partnering with the American Gaming Association (AGA) to promote Responsible Gaming Education Month in September.
“This is an extraordinary moment as we work with our team partners to raise awareness about responsible gaming,” Rhea Loney, chief compliance officer at BetMGM, said in the press release.
“Throughout the season, GameSense will play a pivotal role in reminding football fans who bet, to do so responsibly.”
MGM Resorts and BetMGM will commit over $1 million annually to fund responsible gaming and problem gambling initiatives, such as “research, advocacy, prevention, marketing and organizational support,” according to the release.
“The landscape of the gaming industry has evolved dramatically in recent years with the broad legalization of online gambling and sports betting,” said Stephen Martino, SVP chief compliance officer of 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.”
More awareness, effectiveness from responsible gaming
Along the lines of Responsible Gaming Education Month, the AGA recently released findings from a new consumer survey “showing the strength of responsible gaming awareness.”
According to the data, 84% of gamblers in the past year know of at least one responsible gaming resource, including 91% of sports bettors.
Past-year gamblers also reported high confidence in the “effectiveness of responsible gaming tools, policies and initiatives,” according to the release. The most effective ways to encourage responsible play include:
- Deposit limits
- Time limits
- Wager limits
- Employee training
- Industry code of conduct
While we also have seen an abundance of sports betting ads over the past few years, the AGA survey also showed that more than half of sports bettors saw an increase in responsible gaming messaging over the past year.