Ahead of the start of the new American football season, giants in the world of gaming and sports betting, MGM Resorts International and BetMGM, have announced a significant expansion of their initiative focused on promoting responsible gaming. In collaboration with the American Gaming Association (AGA), these companies will mark the Responsible Gaming Education Month (RGEM) for the third consecutive year, held during September 2025. This year, the emphasis is on an even stronger presence and visibility of messages within NFL stadiums, thereby directly addressing millions of fans in places where the passion for sports is most pronounced.

The initiative is based on the renowned GameSense® program, which is designed to provide players with key tools and knowledge to make informed and safe decisions when betting. This move comes at a time when legal sports betting is experiencing an expansion across the United States, making education and prevention key elements for the sustainability and health of the entire industry.

Increased visibility in NFL stadiums across the country

The centerpiece of this year's campaign is the implementation of GameSense messages on an even greater number of platforms within ten selected NFL stadiums. While in previous years the messages were primarily displayed on LED ribbon boards along the field, a significant expansion is planned for the 2025 season. New messages will also be featured on large scoreboards during pre-game activities, as well as within official magazines distributed on game day. This ensures that key information about responsible betting will reach the audience at different times and in various formats during their stay at the stadium.

This strategic decision allows for direct access to millions of fans every week. Rhea Loney, Chief Compliance Officer at BetMGM, highlighted the importance of this platform: "Placing GameSense messages in stadiums across the league gives us direct access to millions of fans each week. It is a powerful platform for promoting public awareness and strengthening our company's commitment to providing a safe and informed betting experience."

The list of stadiums participating in the campaign includes some of the most famous sports arenas in the USA:

• Acrisure Stadium (Pittsburgh Steelers)


• Allegiant Stadium (Las Vegas Raiders)


• Empower Field at Mile High (Denver Broncos)


• Ford Field (Detroit Lions)


• GEHA Field at Arrowhead Stadium (Kansas City Chiefs)


• Lincoln Financial Field (Philadelphia Eagles) – new for 2025


• M&T Bank Stadium (Baltimore Ravens)


• MetLife Stadium (New York Jets)


• Nissan Stadium (Tennessee Titans)


• State Farm Stadium (Arizona Cardinals)

The addition of Lincoln Financial Field, home of the Philadelphia Eagles, further confirms the growth and importance of this initiative.

What exactly is GameSense?

GameSense is not just a slogan; it is a comprehensive and proactive responsible gaming program originally developed by the British Columbia Lottery Corporation (BCLC). In 2017, MGM Resorts licensed this program, recognizing its value and innovative approach. Unlike traditional messages that are often focused exclusively on negative consequences, GameSense focuses on positive, transparent, and proactive communication with guests and users. The program's goal is to educate players on how games of chance work, explain the odds of winning, debunk common myths, and encourage the adoption of healthy habits such as setting time and money limits.

The program is based on interaction with specially trained employees, known as GameSense Advisors. These advisors are available at MGM Resorts property locations, including MGM Rewards desks and within BetMGM sportsbooks nationwide. Their role is to provide support, answer questions, and offer concrete advice on how to maintain control and ensure that gaming remains fun.

Comprehensive strategy and investment in people

The campaign in NFL stadiums is just one, albeit the most visible, part of a broader strategy for September. GameSense messages and the AGA's partner campaign, Play Smart from the Start, will also be distributed through digital platforms, within retail sportsbooks, on prominent billboards in Las Vegas, and even inside the new MGM Grand Live Dealer studio. BetMGM will also use its platforms to remind players of the importance of taking a break ("take a time-out") and planning a budget before they start betting ("budget before you bet"). These messages will integrate QR codes that lead directly to responsible gaming resources.

The key to the success of this strategy lies in investing in employees. MGM Resorts has so far certified more than 1,900 employees through the GameSense Advisor program, ensuring that expert help is readily available. At the same time, BetMGM has continued its partnership with EPIC Global Solutions, an organization specializing in providing training based on real-life experiences, to ensure all employees understand the depth of problems associated with gambling addiction.

Investment in science and independent research

To further substantiate their commitment, MGM Resorts announced a $250,000 donation to the International Center for Responsible Gaming (ICRG). These funds are intended to finance independent, peer-reviewed scientific research. The goal is to advance best practices aimed at player protection and to develop more effective support strategies for casino employees who are on the front line of communication with players.

Stephen Martino, Senior Vice President and Chief Compliance Officer at MGM Resorts, explained the philosophy behind this investment: "Investing in our team members through extensive training and scientific research sets higher operational standards and elevates the guest experience. It also supports the long-term sustainability of our business and the communities in which we operate." This approach ensures that responsible gaming strategies are based on verified data and scientific evidence, not just assumptions.

Collaboration as a key to progress in the industry

The entire initiative emphasizes the importance of collaboration within the industry. Both MGM Resorts and BetMGM actively support the American Gaming Association's public campaign called Have A Game Plan.® Bet Responsibly.™. This campaign aims to educate both new and experienced bettors on safe betting practices and the importance of choosing licensed operators in regulated markets.

Joe Maloney, Senior Vice President of Strategic Communications at the AGA, praised the partnership approach: "Collaboration plays a key role in improving responsible gaming outcomes. We are proud to partner with MGM Resorts and BetMGM and see firsthand how these efforts make a significant difference." In an era when sports betting laws are constantly changing and expanding to new areas, such joint actions become essential for building a safe and responsible environment for all participants, thereby ensuring that sports betting remains a healthy and sustainable form of entertainment.