MGM Resorts and BetMGM launch large-scale initiatives to combat gambling addiction and support players at a new level
Global industry leaders MGM Resorts and BetMGM have announced a large-scale expansion of programs for the prevention of gambling addiction and support for players. The companies are launching new partnerships, funding research, and strengthening educational and support projects for both clients and employees.
The question that concerns both experts and ordinary players today: why are the largest operators placing emphasis on responsible gambling right now, and are such initiatives capable of changing the situation for people facing addiction risks?
Funding research and new partnerships
One of the strategic measures was the allocation of funds by MGM Resorts for scientific research. The company is directing $180,000 to the Kindbridge Research Institute—a non-profit organization specializing in the study of mental health of players and addiction prevention.
The funding will allow for an in-depth analysis of the impact of sports betting on various social and age groups, and the development of effective responsible gambling strategies.
Stephen Martino, Senior Vice President and Chief Compliance Officer of MGM Resorts, notes: “We strive to support innovative and practically significant research that can truly improve the situation in the industry.”
The focus will be, in particular, on youth, the elderly, as well as groups at increased risk of developing addiction. In addition, new forms of gambling and the impact of digital platforms will be studied.
The latter factor is especially relevant given that in recent years, quite a few new gambling entertainments have appeared on the market. And their popularity is growing rapidly. It is enough to pay attention to crash games such as Aviator or JetX. A few years ago, no one had heard of them, now they are present in almost all major casinos. This fact is confirmed by a number of reliable sources, including data on the site.
Crash games are distinguished by a combination of rapid rewards and engaging mechanics. In addition, they create for the player the illusion that winning depends on skill. Analysts emphasize that crash games cause a rapid dopamine release due to real-time decision-making and the illusion of control. Although there is little quantitative data, qualitative reviews note that crash games can hook players faster than slots due to their extreme speed.
This indirectly indicates that the need for specialized assistance may increase significantly.
Expanding access to help for players
In addition to investments in science, the companies are strengthening practical support. BetMGM is expanding its partnership with Kindbridge Behavioral Health to the entire geography of its operations in the USA.
Now any user of the BetMGM online platform will be able to get quick access to consultations with Kindbridge Behavioral Health specialists. This organization offers professional mental support and online consultations to those facing gambling problems and related psychological difficulties.
Rhea Loney, Chief Compliance Officer of BetMGM, emphasizes: “Caring for the well-being of players is part of our DNA. The expansion of the partnership ensures that support will always be within arm’s reach for anyone who needs it.”
Support and prevention programs based on GameSense
Special attention is paid to educational and preventive programs. MGM Resorts and BetMGM are integrating informational messages from GameSense on all digital and offline platforms, including retail betting outlets.
On digital screens, as well as near cash desks and gaming halls, reminders to “take a break” and QR codes leading to practical tips for self-control and responsible gambling behavior are placed.
GameSense is an international program developed by the British Columbia Lottery Corporation (BCLC), and has been used by MGM Resorts since 2017, and later by BetMGM.
On site, specially trained advisors are available, ready to consult, support, and, if necessary, refer the player to specialists.
The GameSense initiative is recognized as one of the most successful in the industry thanks to its emphasis on positive, open, and proactive dialogue with clients.
Educational initiatives and work with universities
An important area is educating future professionals of the gaming industry. MGM Resorts and BetMGM have established cooperation with the law faculty of the University of Nevada, Las Vegas (UNLV), where sessions for students are regularly held, dedicated to issues of responsible gambling and industry regulation.
At these meetings, the emphasis is placed on practical understanding of the issues, the need for the highest standards of ethics and legal literacy in working with players.
Sara Gonzalez, Director of Graduate Programs at UNLV, believes: “Involving students in such projects enhances their professionalism and helps them understand the importance of responsible practices in an industry where the implementation of such initiatives is becoming increasingly in demand.”
Additional measures and employee support
For the comprehensiveness of the strategy, company employees and support for external partners have not been forgotten. The list of new and ongoing initiatives includes:
- MGM Resorts’ contributions to state gambling addiction councils in the amount of 60,000 rubles
- Renewal of BetMGM’s cooperation with EPIC Global Solutions to organize educational sessions with the participation of people who have personal experience in overcoming gambling addiction
- Introduction of mandatory training for all MGM Resorts and BetMGM employees on the principles of responsible gambling using modern scientific approaches
- Support and promotion of the American Gaming Association’s public campaign “Have A Game Plan. Bet Responsibly.” aimed at broad awareness of the basics of safe gambling behavior
Such steps help reduce the risks of developing addiction, shape a professional culture, and maintain a high level of awareness not only among clients but also among staff.