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MGM Resorts International and BetMGM have unveiled plans to expand their responsible gaming initiatives in recognition of Problem Gambling Awareness Month. Together, the companies are committing more than $1 million toward research, public education, community partnerships, and employee engagement.
The announcement, made Feb. 26, ties directly into March’s annual awareness campaign led by the National Council on Problem Gambling.
The initiative takes a broad approach to the issue. New funding will support research, while prevention and treatment organizations receive added resources alongside expanded employee training. On the public-facing side, the companies will launch stronger awareness messaging and new campaigns to promote safer play.
$450K committed to player behavior research
Both companies are committing $450,000 to the International Center for Responsible Gaming. The funding will launch a new research initiative focused on sports wagering and player behavior. The companies will support independent, peer-reviewed studies designed to strengthen industry best practices and promote long-term sustainability.
According to the announcement, the research will run over three years. It will study factors that may shape sports betting behavior, including decision-making and risk patterns across different demographics. It will also review trends and prevention efforts that could strengthen safer gaming strategies across the industry.
MGM Resorts and BetMGM executives framed the research investment as a year-round responsibility rather than a one-month campaign. Both operators said they want stronger data and practical tools to help customers make informed choices while using their products.
Funding community prevention: $850K for partners
The companies said they will contribute more than $850,000 in 2026 to state and national organizations that work on problem gambling prevention, treatment, and safer gaming measures. MGM Resorts will continue as a founding member sponsor of the annual Nevada Council on Problem Gambling Conference.
The company is also bringing in NCPGC leaders to train employees on safe gaming practices. This move brings outside advocacy and prevention expertise directly into staff training—a strategic decision, as employees are often the first point of contact for players who need support.
The 2026 GameSense program expansion
MGM Resorts and BetMGM plan to amplify player protection messaging across their physical and digital platforms. The messaging will be delivered through GameSense, a program operated jointly by both brands.
One of the most significant operational moves is the expansion of GameSense Advisor training. The companies say they now have more than 2,000 certified team members prepared to provide proactive support.
Moreover, the operators plan to increase the visibility of responsible gambling reminders in both gaming and non-gaming areas across MGM properties, including arenas, convention spaces, and theaters. It will also apply to MGM Rewards desks and the operator’s mobile app. Players will see QR codes and prompts nudging them to pause and set spending limits.
BetMGM is also planning a Problem Gambling Awareness Month email campaign for all customers. Additionally, MGM Resorts plans to poll MGM Rewards members on their awareness of the company’s responsible gaming initiatives.
Through the support of employee communications, the companies will also participate in Cambridge Health Alliance’s 13th annual Gambling Disorder Screening Day.
‘Earn more. Play smart.’ and EPIC partnerships
MGM Resorts will launch a new campaign this spring called “Earn More. Play Smart.” The campaign integrates MGM Rewards messaging with responsible-play reminders, stressing that membership benefits should come with accountability.
BetMGM is keeping its hockey-focused responsible gaming message in rotation. The “Mullet Over” commercial, starring NHL star Connor McDavid, will remain on screens during major sports broadcasts across North America and appear at MGM Resorts properties.
The operators listed several other commitments extending beyond March. EPIC Global Solutions and BetMGM will continue their partnership for a sixth consecutive year to deliver live sessions showing employees the real-world impact of problem gambling.
Both companies will also remain involved in the American Gaming Association’s “Have A Game Plan. Bet Responsibly.” campaign.
Setting a new standard for gaming accountability
The BetMGM blog announcement demonstrates a deepening commitment to corporate social responsibility. As sports betting expands across the US, responsible gaming programs are under increasing pressure to demonstrate both scale and measurable impact.
With this pledge, MGM Resorts and BetMGM are signaling their intent to be recognized not just as gaming operators but as active contributors to consumer protection efforts.
