BetMGM Reveals New Marketing Campaign
Shifting waters: sports betting and iGaming giant BetMGM has revealed intentions to start including responsible gaming messages in all of its marketing and advertising campaigns moving forward in both the United States and Canada, as Congress begins to consider implementing legislation which will include a wide-reaching ban on all forms of sports betting advertising in the nation.
BetMGM has said it will start including responsible gaming messages in all of its marketing and advertising campaigns moving forward in both the United States and Canada.©1778011/Pixabay
Messaging Will Extend to Operator’s Digital and Social Platforms; Physical Retail Spaces Too
In major news for the future of sports betting in the US, operator and iGaming giant BetMGM has unveiled plans to begin featuring responsible gaming messages in all of its marketing and advertising materials moving forward. The timing of the announcement is no coincidence, seeing as a legislation has just been put forward to Congress in the United States which suggests a widespread blanket ban on all forms of sports betting advertising.
The responsible gaming messaging will launch at the same time as Problem Gambling Awareness Month, which takes place in March 2023, and will be seen in both the US and Canada via several BetMGM advertising mediums, such as print, radio, television, billboard marketing and even its mobile app.
Along with the already outlined measures, there will also be messaging present on BetMGM’s digital and social platforms, as well as in its physical retail locations. Finally, the company has also collaborated closely together with the responsible gaming program, GameSense, in building the messaging. GameSense has already been built into BetMGM’s digital platforms with the main purpose of providing educational tools and resources on responsible gambling measures.
BetMGM Is Set on Becoming Industry Leader in Responsible Gambling Awareness
Reinforcing the operator’s wholehearted dedication towards responsible gaming was BetMGM CEO Adam Greenblatt, citing the spread of legalized gambling as a main reason to promote such messaging:
“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising. As the legalized sports betting and online gaming industry continues to expand, it is vital that we not only equip players with tools and resources for how to play in a responsible and safe manner, but that we also make a significant commitment to showcasing responsible gaming in our advertising.”– Adam Greenblatt, CEO, BetMGM,Press Release
Meanwhile, Jette Nygaard-Andersen, the CEO of the BetMGM-owned brand Entain, talked up the capabilities of the GameSense technology in helping champion the cause of responsible gambling:
“Entain is committed to providing the safest possible betting and gaming platform for all our customers around the world. This is even more important in a market like the U.S. where betting and gaming is going through rapid and transformative growth. Technology is the key enabler in providing a safety net for our customers. Building these tools with GameSense into the BetMGM platform is the best way forward.”– Jette Nygaard-Andersen, CEO, Entain,Press Release
And finally, Bill Hornbuckle, who is the CEO and President of MGM Resorts, reinforced the importance of spreading the good word about responsible gambling:
“With the continued growth of sports betting and iGaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers. MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health. We commend BetMGM for this groundbreaking commitment.”– Bill Hornbuckle, CEO and President, MGM Resorts,Press Release
BetMGM Launched Retail Sports Betting in Massachusetts in January 2023
In more BetMGM news recently, the operator finally launched its long-awaited retail sports betting offering in the New England state of Massachusetts, arriving just in time for the launch of the legal market on January 31st, 2023.
The accompanying launch of mobile sports wagering is scheduled for March 2023. And the state’s very first legal wager was actually cast at the BetMGM Sportsbook & Lounge at the MGM Springfield by the town’s very own mayor – Domenic J. Sarno.
Sarno praised the team who helped make legal retail sports betting a reality in Massachusetts:
“Yet another first for our city of Springfield (the City of Firsts) and for the Commonwealth of Massachusetts. This has been a long time coming and brings yet another chapter of innovation to enhance the operations and development at MGM Springfield. As a strong proponent of MGM Springfield and their marquee Sports Betting Lounge, which will bring more jobs and economic spin-off effect to Springfield and the region, I am honored to join with MGM Springfield President Chris Kelley, BetMGM CEO Adam Greenblatt, MGM Resorts VP Chris Gumiela, and Bruins Legend and Hall of Famer Ray Bourque, to make the first sports wager in the state – maybe I’ll pick a winner for the Super Bowl.”– Domenic J. Sarno , Mayor, Springfield, Massachusetts,Press Release
Operator Giant Donated Money to Funding Gambling Research in December 2022
Proof of BetMGM’s commitment to responsible gambling awareness can be seen in its generous $180,000 donation to help support the International Center for Responsible Gaming (ICRG) in its research on gambling advertising’s effect on children.
Richard Taylor, senior manager of responsible gaming over at BetMGM, emphasized the centrality of responsible gambling research to the operator’s efforts in spreading awareness:
“Investment into research around responsible gaming is key to our continued education and commitment to providing best-in-class experiences and programs, as well as to ensuring a sustainable industry. This ground-breaking research will not only provide valuable learnings to BetMGM but will also serve as a guide for the industry and key stakeholders.”
