MGM Resorts International and BetMGM have teamed up with the American Gaming Association again for September’s Responsible Gaming Education Month, and this time they’re putting GameSense messaging front and center at NFL stadiums across the country.
It’s actually the third straight season MGM’s worked with AGA on this, but they keep expanding the reach. “Placing GameSense in league stadiums gives us direct access to millions of fans each week,” said BetMGM Chief Compliance Officer Rhea Loney, calling it “a powerful platform” for getting responsible gaming messages out there.
Why Stadium Messaging Matters for Player Safety
Football stadiums make perfect sense when you think about it – that’s where sports bettors are most engaged, watching games and thinking about their next wagers. GameSense originally came from the British Columbia Lottery Corporation back in 2017, but MGM licensed it and made it the foundation of their responsible gaming efforts.
September’s timing isn’t coincidental either, since that’s when the industry focuses on Responsible Gaming Education Month. “Collaboration plays a vital role in enhancing responsible gaming outcomes,” noted AGA’s Joe Maloney, who handles strategic communications for the group.
What MGM’s Doing Across Multiple Platforms
Four NFL stadiums will display GameSense messages this season – Las Vegas, Detroit, Arizona and New Jersey venues – but that’s just the start of their expanded campaign. The messaging is also going into gameday magazines for the first time, plus they’re rolling it out across digital platforms, retail sportsbooks and their new MGM Grand Live Dealer studio.
The company’s backing up the messaging with serious research money too, contributing $250,000 to the International Center for Responsible Gaming.
How This Changes Industry Standards
That ICRG funding specifically targets independent, peer-reviewed research aimed at improving practices for casino employees and player protection strategies. Rather than just sticking with one communication channel, MGM’s spreading responsible gaming messages everywhere players might encounter them.
The AGA’s “Play Smart from the Start” campaign runs alongside GameSense messaging, with both programs focusing on education instead of restrictions. What’s interesting is how MGM’s working proactively with regulators rather than waiting for new rules to force their hand.
Three years of consistent partnership proves this isn’t just a publicity move, the sustained messaging across multiple seasons actually builds awareness among sports bettors. Other operators are probably watching these results closely, and if stadium messaging proves effective, expect more partnerships between gaming companies and sports venues.
