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As March ushers in Problem Gambling Awareness Month, BetMGM and its parent partner MGM Resorts International are stepping up their responsible gambling efforts with a more than $1 million commitment to research, education and player support.
The expanded investment aligns with the National Council on Problem Gambling’s annual awareness period and highlights a year-round focus on promoting safe, fun wagering practices for players in regulated states like Michigan.
A cornerstone of the initiative is a $450,000 pledge to the International Center for Responsible Gaming (ICRG) to fund a groundbreaking research project examining sports wagering behaviors and their influences on consumers. Over the next three years, the study will explore decision-making, risk patterns and prevention strategies with the goal of shaping stronger industry-wide responsible gaming practices.
MGM Resorts Senior Vice President and Chief Compliance Officer Stephen Martino said in a statement:
“As sports betting continues to grow so must our understanding of its impact on our guests and customers. 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.”
The findings are expected to provide data-driven insights that benefit operators, regulators and players alike, including the Michigan online casino and Michigan sportsbook landscape.
BetMGM’s Responsible Play tools in Michigan
In Michigan, where sports wagering and iGaming sites see high engagement, BetMGM already offers a range of tools designed to help players manage their activity responsibly. These include customizable deposit and wager limits, session time reminders, and options for temporary or permanent self-exclusion, which are easily accessible through the BetMGM Casino and BetMGM Sportsbook app.
The company also integrates GameSense, the industry-recognized responsible gaming program developed and licensed by the British Columbia Lottery Corporation, into its digital and retail interfaces. GameSense provides proactive messaging, educational tips and QR-linked access to support resources to remind players to set budgets and “take a time-out” when needed.
Expanding support and awareness across channels
Beyond Michigan’s borders, the partnership will also bolster responsible gaming messaging across casino floors, which includes MGM Grand Detroit, BetMGM and MGM social channels, and email campaigns during March. Certified GameSense Advisors — trained to engage customers in supportive, non-judgmental conversations — will help spread awareness at wagering and resort properties nationwide.
A highlight of the effort is a new campaign titled “Earn More. Play Smart.”, which integrates responsible play reminders into the MGM Rewards loyalty experience, reinforcing that safe gambling goes hand-in-hand with entertainment.
BetMGM’s branded responsible gaming spots — including a hockey-themed commercial featuring company ambassador Connor McDavid — will run prominently during key sporting events.
What it means for Michigan players
For Michigan players, these upgrades arrive at a time when the state’s gaming market continues to expand rapidly. The Michigan Gaming Control Board also offers resources such as the Responsible Gaming Database and self-exclusion programs to complement operator tools.
As BetMGM increases its footprint across the Great Lakes State, its investment in responsible gaming research, tools and community outreach underscores a broader industry shift toward safer, more informed play — a priority that benefits both seasoned bettors and casual players alike.
