BetMGM and MGM Resorts International have announced a $1m (£740,000) expanded commitment to responsible gambling initiatives as part of their participation in National Council on Problem Gambling’s (NCPG) Problem Gambling Awareness Month in March.

The investment includes $450,000 allocated to the International Centre for Responsible Gaming to support a new independent research programme examining sports betting behaviour and its potential risks. 

The multi-year study will analyse factors influencing betting decisions, risk patterns across different player groups and the effectiveness of prevention strategies, with the aim of strengthening responsible gambling practices across the industry.

“As sports betting continues to grow so must our understanding of its impact on our guests and customers,” said Stephen Martino, Senior Vice President and Chief Compliance Officer, MGM Resorts. 

“Investing in high quality research allows us to be guided by valuable data and insights, which will ultimately help us support our patrons, communities and industry.”

In addition to research funding, the company plans to contribute more than $850,000 in 2026 to national and state-level organisations focused on gambling harm prevention and treatment.

These contributions include ongoing support for conferences, training programmes and partnerships with specialist organisations working in responsible gambling.

BetMGM and MGM Resorts have also expanded their GameSense programme – a responsible gambling initiative developed by the British Columbia Lottery Corporation (BCLC). 

The programme includes enhanced employee training, with more than 2,000 staff certified as GameSense Advisors to engage customers in responsible gambling conversations and provide support where needed.

Responsible gambling messaging will be increased across physical casino properties, sportsbooks and digital platforms, including the BetMGM app and MGM Rewards loyalty programme. BetMGM campaign materials are set to encourage players to set budgets, take breaks and make informed decisions about their gambling activity.

Rhea Loney, Chief Compliance Officer at BetMGM, commented: “Problem Gambling Awareness Month is an important reminder of our year-round responsibility to assist and empower our players. 

“We prioritise player protection by investing in education, tools, collaboration, and meaningful support resources. Our commitment remains clear: to help every player make informed decisions and enjoy our products safely.”

Expertise from overseas

While the campaign is US-focused, it could have some international significance – BetMGM is co-owned in the US as a joint venture between MGM Resorts and UK company Entain, while the international BetMGM brand is operated by MGM-owned LeoVegas.

The US-brand may benefit from Entain’s background in this area, with the London-headquartered company having pumped millions of pounds into responsible gambling over the years. This included the launch of its flagship Advanced Responsibility & Care (ARC) programme back in 2021.

Regarding this week’s announcement, additional measures include employee training delivered in partnership with EPIC Global Solutions, providing staff with insights into the personal impact of gambling harm. 

UK-headquartered EPIC recently told SBC News about how it is beginning to make allowance for controlled use of AI for detection of potential harm, but remains committed to a human approach to research and education.

The announcement reflects growing industry focus on responsible gambling as sports betting expands across regulated markets. The topic of gambling addiction has been taken much more seriously by iGaming firms across the world over the past decade, but organisations on the prevention side as well as governments still hold concerns.These concerns continue to be exacerbated by new developments.

For example, just this week, the Autorité Nationale des Jeux (ANJ), the Gambling Authority of France, took aim at the newly-trending predictions markets’ ‘addictive characteristics’.