LAS VEGAS—MGM Resorts International hit a major milestone during this year’s Problem Gambling Awareness Month (March 2018).
Since launching nationwide late last year, GameSense—the company’s innovative responsible gambling program—has already sparked more than 160,000 conversations with guests. By implementing GameSense, responsible gambling education and support is integrated into MGM Resort’s guest service culture. It’s all designed to help guests make informed decisions and keep gambling fun.
GameSense comes alive through personal interactions between guests and trained staff based at each property’s M life Rewards desk. In addition to speaking to trained employees, guests are also utilizing interactive GameSense touchscreens and picking up educational materials and other resources.
“GameSense is already transforming how the industry approaches responsible gambling, and MGM Resorts is at the forefront of driving the conversation and responsible gambling culture,” said Alan Feldman, Executive Vice President of Global Industry Affairs. “The tremendous—and growing—number of responsible gambling interactions is truly unprecedented and unlike anything the industry has ever seen. GameSense builds stronger, more sustainable relationships with our guests by teaching them how to keep gambling fun. As gambling grows as a mainstream entertainment option around the world, GameSense ensures responsible gambling gets an equally mainstream discussion.”
Fourteenth Annual Event
March marked the National Council on Problem Gambling’s 14th annual Problem Gambling Awareness Month. This year’s theme, “Have the Conversation,” was especially fitting as GameSense helped ensure the conversation about responsible gambling reached more guests and players than ever before.
Developed and introduced in 2009 by BCLC, British Columbia’s provincial gambling corporation, GameSense was first licensed in the United States by the Massachusetts Gaming Commission. MGM Resorts was introduced to GameSense by the commission during the development of MGM Springfield. After reviewing the program, MGM Resorts decided to modify GameSense and integrate the program into its properties nationwide. The program was introduced with the company’s Las Vegas Strip properties in October and expanded nationwide in December.
As part of its GameSense agreement, MGM Resorts also committed to funding $1 million over five years for responsible gambling research. This includes a partnership between BCLC, MGM Resorts, and the University of Nevada Las Vegas’ (UNLV) International Gaming Institute.