BetMGM agrees to integrate BCLC’s responsible gaming tool, GameSense

BetMGM agrees to integrate BCLC’s responsible gaming tool, GameSense

BetMGM has secured a deal with British Columbia Lottery Corporation to integrate the latter’s responsible gaming tool, the GameSense program.

BetMGM sportsbook in Pennsylvania

BetMGM improves responsible gaming segment with GameSense

BetMGM confirmed the agreement with the Canadian product and solution provider on Wednesday. The real money casino giant will have become the first online gaming operator in the United States to leverage GameSense once it finished integrating the program.

The responsible gaming tool will be available to customers in all current and future states where the MGM Resorts International and Entain platform operates.

GameSense offers responsible gaming resources and education into the customer service model. British Columbia Lottery Corporation designed the tool to teach players about responsible gaming and guide them to make informed decisions.

Moreover, it also connects players with GameSense Advisors or trained specialists. These advisors focus on positive, transparent, and proactive communication to inform players about healthy habits while providing tips on keeping gaming fun, safe, and responsible.

BetMGM expected full integration of GameSense into its platform later this year. The program comes alive through engaging content and customer interactions while helping guests and customers make informed decisions in their betting activities.

MGM Resorts is maintaining strong business ties with British Columbia Lottery Corporation since 2017 – the year when it rolled out GameSense at its US facilities. This latest integration of GameSense marks an extension of the longstanding relationship between the two groups.

Key People on the Deal

Adam Greenblatt, CEO of BetMGM, spoke on the company’s landmark deal with British Columbia Lottery Corporation.

“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,” 

“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.”

Lynda Cavanaugh, BCLC interim CEO, and president, said the latest venture with BetMGM reinforces the company’s commitment to promoting a responsible gaming environment for players.  

“As online gambling and sports betting increase in popularity, BCLC is so pleased that BetMGM is offering players more opportunities and resources to support healthy play with our GameSense program,” 

“BCLC’s commitment to player health extends well beyond British Columbia and we look forward to working with BetMGM to increase our mutual understanding about how best to provide players with the tools that enhance positive-play decisions.”

Bill Hornbuckle, CEO & president of MGM Resorts, added more insights about the deal.

“MGM Resorts is committed to supporting responsible gaming efforts at our properties nationwide and we’re pleased to extend GameSense into the BetMGM platform. 

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

About Lou De Aguila

Lou Aguila is a news and feature writer for Golden Casino News. For over a decade, Lou has published news and featured articles for some of the most reputable sports betting and online casino sites in the world, including BetNow.UK, VegasOdds, and BWin. Apart from being a hardcore live casino punter, he also covers sports stories in North American leagues from time to time.