When you gamble, use your GameSense. That's the message MGM Resorts International will be sharing with its customers across North America as part of an agreement with BCLC, British Columbia's provincial gambling corporation, to license its responsible gambling program, GameSense. MGM anticipates having GameSense fully integrated into all of its properties across the USA within the year.
The agreement, announced at the fifth annual New Horizons in Responsible Gambling Conference in Vancouver, B.C., marks the first time a program of this kind is being licensed by any commercial gaming company in North America.
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."
Introduced by BCLC in 2009, GameSense is an innovative, player-focused responsible gambling program that encourages players to adopt behaviours and attitudes that can reduce the risk of developing gambling disorders.
MGM is adopting GameSense to enhance awareness and education about responsible gambling for players and guests and, in doing so, raising the standards within 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."
As part of the agreement, MGM has committed 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. UNLV will help facilitate development of a consortium of internationally renowned experts in responsible gambling, and will also work closely with the University of British Columbia's Centre for Gambling Research. This will include a multi-faceted research project to enhance GameSense and all responsible gambling products based on new, data-driven, scientifically-based expertise in responsible gambling.