MGM to adopt BCLC’s GameSense program and increase awareness about responsible gambling.
The internationally recognised hospitality company, MGM Resorts International, is raising awareness about responsible gambling by adopting BCLC’s GameSense program.
The agreement will see BCLC, British Columbia’s provincial gambling corporation, integrate its player-focused responsible gambling program into all MGM properties across the USA within the year.
BCLC and MGM confirmed the deal at the fifth annual New Horizons in Responsible Gambling Conference in Vancouver, B.C.
Jim Lightbody, BCLC President & CEO, said, “We believe it’s our role to take the lead in providing better responsible gambling programming that supports our players, helps reduce harm and strengthens the gaming industry as a whole. We are thrilled MGM Resorts recognizes the value of our GameSense program, and wants to align with us to further the positive role it can play in reducing gambling-related harm.”
GameSense encourages players to adopt behaviours and attitudes that can reduce the risk of developing gambling disorders and this new agreement marks the first time a program of this kind is being licensed by any commercial gaming company in North America.
MGM claims it is adopting GameSense to enhance awareness and education about responsible gambling for players and guests in the hope that the deal will also raise standards across the industry.
Alan Feldman, MGM Resorts International Executive Vice President of Global Industry Affairs, said, “MGM is excited to adopt the GameSense platform and to form this dynamic research enterprise. Our vision for GameSense is to transform the guest experience at our properties by providing a program that is rooted in enhanced customer service, player education, and leading research.”
The agreement will also see MGM commit to funding $1 million USD over five years, towards a research partnership between BCLC, MGM, and the University of Nevada Las Vegas’ (UNLV) International Gaming Institute, which will feature a multi-faceted research project to enhance GameSense and all responsible gambling products.