BetMGM and MGM Resorts Extend Contract with BCLC for Responsible Gaming

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BetMGM and MGM Resorts International have announced a five-year contract extension with the British Columbia Lottery Corporation (BCLC) and its responsible gaming program, GameSense.

The GameSense program, which BCLC first licensed to MGM Resorts in 2017, will continue to enhance the customer service experience at BetMGM and MGM Resorts by promoting transparent and supportive conversations about responsible gambling in the US and its players.

As part of the extended contract, MGM Resorts and BCLC will reveal further details about their commitment to responsible gaming research during the New Horizons in Responsible Gambling Conference in Vancouver, B.C. from March 6 to 8.

This announcement coincides with MGM Resorts and BetMGM’s participation in the National Council on Problem Gambling’s (NCPG) promotion of Problem Gambling Awareness Month throughout March.

Bill Hornbuckle, CEO & President of MGM Resorts International, expressed pride in the partnership with BCLC, stating “As the industry expands, we will continue to provide players tools and capabilities that empower everyone to play responsibly.

BetMGM integrated GameSense into its desktop and mobile platforms in 2022, offering customers the same responsible gaming experience they receive at MGM Resorts properties across the United States.

The GameSense program informs players about responsible gaming limits, clarifies common gambling misconceptions, explains basic gambling rules, and provides easily accessible resources for customers and their families to receive support and assistance for anyone concerned about problem gambling.

Since incorporating GameSense into its platform, BetMGM has provided responsible gaming information to over 100,000 customers each month through website visits and direct email correspondence.

BetMGM CEO Adam Greenblatt noted the positive results since the integration of GameSense into the platform, stating that “with the continued expansion of sports betting and iGaming, our commitment to responsible gaming practices has never been more important.”

In addition to its online platforms, BetMGM has also prominently displayed GameSense signage throughout MGM Resorts properties and on marquees. GameSense messaging and responsible gaming tips are delivered to guests on more than 35,000 television screens in MGM Resorts hotel rooms across the country.

The casino floors of MGM Resorts properties feature over 22,000 slot machines that display GameSense reminders, with 8,500 machines featuring QR codes that offer access to responsible gaming information and educational materials from GameSense.

MGM Resorts and BetMGM provide all employees with comprehensive and research-based responsible gaming training throughout the year. The companies’ training programs empower employees to proactively promote responsible play and address problem gambling concerns through GameSense.

BetMGM has recently pledged to feature responsible gaming messages, developed in partnership with GameSense, prominently in its marketing and advertising campaigns.

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Elly Smith

Elly Smith

Elly Smith is a journalist working full time for She is passionate about covering trends and new tech the iGaming industry.