GameSense introduced in 2017
MGM Resorts has reported that its customer interaction initiative GameSense, which was introduced as a responsible gambling measure, has passed the million milestone.
The program was first introduced in 2017 and focuses on proactive conversations over gambling responsibly, addressing issues of transparency and positivity. It was the first gambling education commitment that MGM formally adopted.
Educational theme
Despite players needing to be 21 and over to access the casino area, signage was found to be poor. The casino worked with the Massachusetts Gaming Commission to increase visibility, employ more security during busy periods, use age-appropriate handstamps, and educate the local community. MGM Springfield now has a zero-tolerance policy in place.
MGM is attempting to foster a responsible gambling culture
It is this educational theme which has led to the success of the GameSense program at MGM. The program itself has been developed and licensed by British Columbia Lottery Corporation.
MGM is attempting to foster a responsible gambling culture. They have implemented numerous measures to help with this goal. MGM are now directing customers to the M life Rewards desk. Trained staff, known as GameSense Advisors, can then chat to individuals directly about playing responsibly.
Another method introduced to educate players is via GameSense touchscreens located around the casino floor. Customers can also pick up educational materials and other resources.
1 million customer interactions
The aim is to keep gambling fun while helping guests to make informed decisions. The scheme has even earned recognition from the National Council on Problem Gambling.
Now, after reaching their 1 millionth customer milestone, the company wants to highlight the good work that the GameSense Advisors deliver. Rich Taylor, Executive Director of Responsible Gaming at MGM Resorts said:
Our conversations with guests are not only about encouraging responsible play, but improving guest relationships and providing world-class service.”
With Responsible Gambling Week upcoming (September 16-20), the company plan on partnering with the American Gaming Association (AMA) to further spread awareness and education to all MGM guests.