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BetMGM to integrate with GameSense responsible gambling program


BetMGM is to integrate into GameSense, the responsible gambling program licensed to land-based casino operator MGM Resorts International, which owns 50% of BetMGM.

Licensed to MGM Resorts by the British Columbia Lottery Corporation, GameSense brings together responsible gambling resources and education into a customer service model, with users able to access a range of tools and support options.

BetMGM, the joint venture between MGM Resorts and Entain, expects to fully integrate the service into its platform later this year, marking the first time an online gambling operator in the US will use the program.

“As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole,” BetMGM chief executive Adam Greenblatt said.

“GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”

MGM Resorts launched GameSense across its US properties in 2017, allowing customers to access educational resources and interactive GameSense touchscreens at its M life Rewards desks.

“GameSense has been an instrumental and innovative part of our company’s guest service model for several years,” MGM Resorts chief executive president Bill Hornbuckle said. “Together, MGM Resorts and BetMGM are proud to help guests understand the risks, where to get help and, ultimately, how to keep gaming fun.”

GameSense will be available to customers in all current and future states where BetMGM operates.

BetMGM’s integration of GameSense comes after Entain last month also launched what it described as a “pioneering” affordability checking model for British customers, as part of the Advanced Responsibility and Care (ARC) initiative that will be fully implemented in the market this summer.