While BetMGM users are able to actively control their gambling through these various tools on offer, we also use cutting edge technology to guide responsible gambling. Leveraging AI and our proprietary risk model, we are able to proactively identify customers most susceptible to developing harmful gambling habits. This enables us to make AI-driven interventions, offering personalised information on available gambling tools and encouraging actions such as setting limits or self-exclusion.
human customer support is available 24/7 to assist those who may feel uneasy about their gambling. To enhance user control, we provide customisable limits on deposits, losses, session durations, and wagering amounts. Our self- exclusion tool allows users to take a break from gambling if needed, or stop completely, whilst we also recognise the influence of advertising and offer ad-limiting tools for users to manage the promotional materials they see.
Our commitment extends beyond the platform; we proactively support our customers and signpost them to dedicated support services such as therapy, support groups, and financial counselling. By combining our internal tools and external support resources, we strive to create a secure and responsible gaming environment, prioritising the well-being of our customers.
While BetMGM users are able to actively control their gambling through these various tools on offer, we also use cutting edge technology to guide responsible gambling. Leveraging AI and our proprietary risk model, we are able to proactively identify customers most susceptible to developing harmful gambling habits. Tis enables us to make AI-driven interventions, offering personalised information on available gambling tools and encouraging actions such as setting limits or self-exclusion.
How important is it for BetMGM from a branding perspective to go beyond the 'necessary' and offer players in a new market the safest possible experience?
At BetMGM, prioritising the safety and well- being of our players is not just a commitment; it's a cornerstone of our brand. Tis commitment is integral to our brand ethos, ensuring that our users can engage with our platform confidently, knowing that their safety and security are at the forefront of our list of priorities. Our goal is to
foster an environment where players can enjoy the excitement of gaming responsibly, and this approach resonates deeply with our brand values.
What's the remit of BetMGM's customer support team? How proactive is intervention? Are they on the front foot contacting at-risk customers or are they primarily in place as a resource to be contacted?
At BetMGM, our customer support team plays a pivotal role in ensuring a safe and enjoyable gaming environment. Teir primary remit encompasses both being a resource for users to reach out to, as well as proactively identifying and assisting at-risk customers. Our customer support team are accessible 24 hours a day to assist. We see customer support team as a key part of identifying potential signs of concern. In addition to providing assistance upon request, our responsible gambling team takes a proactive approach to reach out to at-risk customers, offering support, resources, and guidance.
Advertising across TV, billboards, print and radio is expensive. How does BetMGM convey a responsible message whilst encouraging the public to sign up and bet? What balance does BetMGM strive for?
For the vast majority of people, betting is a form of entertainment and a pastime that they enjoy responsibly. As a brand, we want to create advertisements that bring enjoyment to this audience. However, we recognise the importance of balancing our advertising efforts to convey a responsible message and ensure that all our advertising is balanced with the expected responsible gambling messages.
Our approach is entirely rooted in transparency, emphasising the excitement of gaming within the bounds of responsible behaviour. We are committed to fostering a safe and enjoyable gaming environment, and our advertising efforts reflect this commitment by encouraging responsible participation in the gaming experience.
How has BetMGM incorporated responsible gambling messages in its marketing and advertising campaigns in the UK?
When we launched in the UK this summer, as part of our advertising campaign we created a separate ad dedicated to ensuring consumers keep their play safe. Our advertising adheres to the requirements set out at a UK level to ensure a significant rotation of this creative within the overall campaign. We felt we wanted to go one step further and, as such, have included a responsible “play safe” message within the hero creative, making BetMGM one of the first advertisers to do this in the UK.
We fully support the upcoming changes to the Gambling Industry Code for Socially Responsible Advertising and adhere to these in advance of that legislation landing. We have also actively participated in the Gambling Commission’s consultations that closed recently related to the Gambling Act Review White Paper, and look forward to seeing how the industry adapts to the positive changes coming out of that.
We fully support the upcoming changes to the Gambling
Industry Code for Socially Responsible Advertising and adhere to these in advance of that legislation landing. We have also actively participated in the Gambling Commission’s
consultations that closed recently related to the Gambling Act Review White Paper, and look forward to seeing how the industry adapts to the positive changes coming out of that.
NEWSWIRE / INTERACTIVE / MARKET DATA P103
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