MGM Resorts and BetMGM Expand Responsible Gaming Efforts With NFL Campaign and $250K Research Contribution
MGM Resorts International and BetMGM are marking Responsible Gaming Education Month in September with a two-part initiative: a fresh wave of awareness messaging at NFL venues and a $250,000 contribution to fund new research on player protection and employee well-being. The campaign, which runs throughout the football season, builds on their previous efforts but expands visibility to more stadiums and introduces content on scoreboards and in gameday programs.
Who Are MGM Resorts and BetMGM?
Although often mentioned together, MGM Resorts International and BetMGM are distinct companies
- MGM Resorts International is a leading global hospitality and entertainment company. It operates iconic Las Vegas properties, such as the Bellagio, MGM Grand, and Mandalay Bay, as well as resorts and casinos across the United States and internationally. It is one of the largest and most recognizable brands in the industry.
- BetMGM, on the other hand, is a joint venture between MGM Resorts and Entain plc, a global sports betting and gaming operator. BetMGM serves as the company’s dedicated digital arm, operating one of the top US online casino and sportsbook platforms. It offers online sports betting in numerous states where the activity is legal, as well as iGaming (online casino games, including slots, blackjack, and roulette) in select markets.
- By working together, MGM Resorts and BetMGM bridge the gap between the traditional casino experience and the fast-growing digital gaming sector. This partnership allows them to promote responsible gaming both on the casino floor and within the online environment, where millions of players now place bets.
A Bigger Stage for Responsible Gaming
The GameSense program, which promotes open conversations about safer play, will be featured in multiple stadium touchpoints this year. Responsible gaming messaging will be displayed across LED boards, featured on scoreboards before kickoff, and included in gameday programs distributed to fans.
For the first time, Lincoln Financial Field in Philadelphia will carry the GameSense campaign, alongside nine returning venues. These include stadiums in Pittsburgh, Las Vegas, Denver, Detroit, Kansas City, Baltimore, New Jersey, Nashville, and Glendale, representing some of the NFL’s biggest fan bases.
The expanded placements are designed to reach millions of fans each week, reinforcing safer play messages directly in the heart of live sporting environments.
Investment in People and Research
Employee training remains a central component of MGM Resorts’ approach. More than 1,900 staff members have now qualified as GameSense Advisors, enabling them to guide conversations with guests on setting limits, understanding games, and seeking support when needed.
BetMGM is also expanding its long-term partnership with EPIC Global Solutions. The training brings in real experiences from people who have dealt with gambling-related harm, helping employees recognize warning signs and respond with practical, empathetic advice.
Alongside these programs, MGM Resorts has committed $250,000 to the International Center for Responsible Gaming. The contribution will fund peer-reviewed research focused on workplace practices and player protection tools, underscoring the company’s view that evidence-based strategies are critical to the future of responsible gambling.
Responsible Gaming in a Growing Gambling Market
The timing of these efforts is significant. Sports betting has expanded rapidly across the United States since the repeal of the federal ban in 2018, with over 35 states now offering some form of legalized wagering. The NFL is the most-watched sport in the country, making its stadiums a prime venue for consumer education and awareness.
With BetMGM consistently ranked among the most popular US online casino and sportsbook operators, both companies face heightened expectations to balance commercial growth with consumer protection. Visible, consistent messaging at major sporting venues, paired with investment in staff training and research, helps set a benchmark for what responsible gaming can look like at scale.
Industry experts note that initiatives like these are increasingly important as more Americans are introduced to sports betting through mobile platforms. By embedding responsible gaming reminders into the fan experience, both in person and online, MGM Resorts and BetMGM are signaling that sustainable success in this space depends on helping customers play responsibly.
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