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Look, we’ve all been there. You’re at the game, the energy is high, and you think a little wager might make things even more interesting. MGM Resorts and BetMGM understand that impulse, but they also want to ensure you don’t lose your shirt—or your sanity—in the process.
That is why they are committing more than $1 million this March to celebrate Problem Gambling Awareness Month. Rhea Loney, chief compliance officer at BetMGM, emphasized that keeping players in check is a core corporate responsibility.
“Problem Gambling Awareness Month is an important reminder of our year-round responsibility to assist and empower our players. We prioritize player protection by investing in education, tools, collaboration, and meaningful support resources. Our commitment remains clear: to help every player make informed decisions and enjoy our products safely.”
A data-driven approach to player safety
First, the companies are providing over $450,000 to the International Center for Responsible Gaming (ICRG). With sports betting expanding rapidly, the industry is racing to keep pace with consumer behavior.
The funding will launch a three-year study to investigate the neurological and behavioral triggers of sports betting. Researchers aim to understand why some players can walk away after a loss while others feel compelled to “chase” it. The goal is to discover the “secret sauce” for sustainable gaming, ensuring the industry remains a source of entertainment rather than a financial or emotional burden.
“As sports betting continues to grow, so must our understanding of its impact on our guests and customers,” said Stephen Martino, senior vice president and chief compliance officer for MGM Resorts, in a press release. “Investing in high-quality research allows us to be guided by valuable data and insights, which will ultimately help us support our patrons, communities, and industry.”
GameSense: The digital wingman
If you have visited an MGM property or scrolled through the BetMGM Online Casino app, you may have noticed GameSense. Think of it as a responsible gaming wingman. The company has already trained more than 2,000 employees as certified experts capable of assisting players who feel overwhelmed.
Throughout March, MGM is increasing the visibility of these tools via QR codes and reminders to “take a timeout” or “set a budget.” These efforts include an extensive email campaign designed to give players the tools to manage their own bankrolls.
Redefining the VIP experience
MGM is also rolling out a new spring campaign titled “Earn More. Play Smart.” The initiative aims to flip the script on traditional loyalty programs.
Usually, “VIP” status feels like a green light to spend more to earn a free suite or front-row tickets. MGM’s new message is that the most important part of being a member is knowing when to walk away.
The campaign suggests that perks and exotic dinners are only enjoyable if they aren’t earned at the expense of one’s financial well-being. By framing responsible play as a trait of an “elite” member, the company hopes to move away from the “lecture from the principal” tone of the past.
To drive the point home with humor, NHL star Connor McDavid appears in “Mullet Over” advertisements to reinforce these responsible choices.
Community-based prevention and treatment
Beyond the marketing and research, the companies are directing $850,000 toward local and national organizations focused on gambling prevention and treatment.
Additionally, they are partnering with EPIC Global Solutions to provide “lived experience” sessions for employees. These sessions allow staff to hear firsthand accounts from individuals who have struggled with gambling addiction, turning abstract data into real human stories.
