As March Madness Heats Up, Responsible Play Must Lead the Way
As March Madness begins, millions of college basketball fans will place wagers on the games. Whether from home, through an app, or inside a sportsbook, sports betting has become an established part of the way many fans engage with the tournament, heightening interest and contributing to the overall entertainment experience.
March is also Problem Gambling Awareness Month, and, once again, MGM Resorts and BetMGM are partnering with the National Council on Problem Gambling on promotional messaging. As Chief Compliance Officer at MGM Resorts, I view this overlap as a reminder that as sports wagering continues to grow in popularity, it must be grounded in informed and responsible play. All bettors – new and experienced – should understand the importance of establishing a budget, setting limits and playing within both.
As a global company, our long-term success depends on maintaining a supportive environment for guests, and that responsibility requires sustained investment. Last month, MGM Resorts and BetMGM announced a $1 million expanded commitment to responsible gaming research, public awareness, community partnerships, and employee engagement. This includes a $450,000 investment with the International Center for Responsible Gaming to finance independent research examining sports betting behavior. Objective, peer-reviewed research provides the foundation for sound policy and safeguards that protect players and strengthen the integrity of our industry. We support that work.
Research must be paired with prevention and education. As part of this broader commitment, MGM Resorts and BetMGM are contributing more than $800,000 to national and state organizations focused on responsible gaming as well as problem gambling prevention and treatment. These partnerships reinforce support systems within our communities and connect industry practices with public health resources to ensure help is available when needed.
An effective responsible gaming program depends on educated employees along with the placement of consistent and clear messaging to our guests. Our GameSense Advisor program includes more than 2,000 certified team members across all MGM Resorts properties who answer questions about our games and sports wagering and explain the rules and tools available to guests. This resource is especially important during high-volume periods like March Madness when betting activity increases. Responsible gaming messaging is prominent across our properties, including table signage and QR-enabled materials that provide direct access to tools and information.
We have also integrated responsible gaming directly into our loyalty program. This month we introduced Earn More. Play Smart., an initiative embedded directly into each guest’s MGM Rewards membership. BetMGM’s “Mullet Over” campaign reflects the same approach across sports content and broadcasts. These efforts reinforce that responsible gaming is relevant to every guest and part of the overall product offering.
The college basketball tournament highlights the appeal of sports betting and the responsibility that comes with it. As sports wagering grows, it must be supported by research, training, and accessible tools that help guests keep their play enjoyable and within responsible limits that work for them. Problem Gambling Awareness Month reinforces the importance of that balance and the shared obligation to uphold it as the standard across our industry.
