Following the creation of BetMGM by Entain plc. and MGM Resorts International, the primary focus of MGM Resorts shifted to the delivery of a responsible gambling education. Considering the growing addiction to gambling, bettors need an interactive platform that can moderate their proclivity for reckless gaming. This agenda to introduce a leading gaming platform characterized not just by the best features but also by a sixth sense for responsible gambling is what brought about GameSense, which BetMGM plans to integrate later this year fully.
GameSense offers a gaming program that allows gamblers to stay in control of the amount of time and money they spend on gambling through the provision of responsible gambling resources and support tools modelled after a customer service system.
On July 30, 2018, Entain plc. formerly known as GVC Holdings, and MGM Resorts International created BetMGM joint venture with each party holding a 50 percent stake. BetMGM was conceived to become the leading sports betting and internet gaming platform in the United States.
When it comes to online gaming, the US is still an emerging market with immeasurable potential. The joint venture between Entain and MGM Resorts International was a forward-thinking move to present Americans with a world-class gambling platform in the States where gambling is legal while awaiting broader legalization of online gaming across other States of the country.
While Entain contributed its technology and experience from years of operating a chain of online and retail sports betting platforms across many markets, MGM Resorts International contributed its iconic properties spread across Las Vegas.
Gambling Addiction and Responsible Gambling
Gambling addiction is a compulsive state where the gambler loses most of his control over his gambling habit leading to irresponsible gambling. Gamblers always claim they gamble for the excitement until they come to the point where they can’t stop themselves from pursuing more wins or chasing their losses. Both scenarios are the very nature of gaming which turns the gamblers into slaves of excitement if not regulated.
Compulsive gambling is an addiction that was once seen as a disorder by the American Psychiatric Association. Despite being on the increase in recent times, gambling addiction has not received the level of concern and attention it urgently needs.
The concept of responsible gambling came up as a means to curb the threat of gambling addiction. It became popular among bookmakers and online sports betting platforms to issue regular campaigns reminding gamblers to know when to stop. One such platform is Entain’s Ladbrokes. In December 2020, Ladbrokes hired Mark Wahlberg to make a nationwide campaign running for its Australian market. The Hollywood A-list actor remarked after shooting the commercial, “Ladbrokes has been great to work with, and I like that this campaign encourages people to gamble responsibly.”
Nonprofit organizations like the National Council on Problem Gambling (NCPG) have made commendable efforts to minimize the economic and social costs of gambling addiction through the responsible gambling resources it publishes to educate key players in the industry on how to tackle gambling addiction. Read details of these resources here.
Also, there are exclusion programs and specialist agencies that offer responsible gambling resources to help gamblers struggling with addiction.
BetMGM Leading the US Gaming Industry
GameSense is a proactive technology that redeems the negative image of compulsive gambling and ensures the sustenance of the industry. BetMGM has gone live across States like Nevada, Indiana, West Virginia and New Jersey. It plans to expand across the country, subject to the approval of gaming in other States. This proposed integration with GameSense proves the dedication of Entain and MGM Resorts to deliver a platform built on responsible gameplay. GameSense was developed by British Columbia Lottery Corporation (BCLC) and licensed to MGM Resorts to encourage gambling integrity.
Recently, the topic of responsible gambling has grown popular among gaming platforms more as commercial warnings rather than actions that could guarantee better gambling habits. While other platforms are currently watching to see the outcome of BetMGM’s integration of GameSense, the control of gambling addiction in the US could depend on other platforms obtaining the license for GameSense. Alternatively, they could work to develop similar technologies to encourage responsible gambling.
