Responsible gaming expands across NFL with MGM, BetMGM

MGM Resorts and BetMGM are boosting responsible gaming efforts for Responsible Gaming Education Month (RGEM) in September 2025, working with the American Gaming Association (AGA). For the third year, GameSense messaging will appear at select NFL stadiums. This season, Lincoln Financial Field in Philly joins, hosting the program.

GameSense is made to spark open talks on safe gambling. It will appear on LED ribbons, stadium scoreboards before games, and in gameday mags. Messaging will also show on digital sites, retail sportsbooks, Vegas signs, and the MGM Grand Live Dealer studio.

BetMGM will back this up with reminders for players to set budgets and take breaks, using QR codes that link to safe gaming resources. Beyond direct messages, a strong digital presence drives real impact. Operators push campaigns through iGaming link building. By building online trust, safe gaming guides reinforce responsible play in licensed markets.

Other NFL sites showing GameSense this season include the following:

• Acrisure Stadium (Steelers)

• Allegiant Stadium (Raiders)

• Empower Field at Mile High (Broncos)

• Ford Field (Lions)

• GEHA Field at Arrowhead (Chiefs)

• M&T Bank Stadium (Ravens)

• MetLife Stadium (Jets)

• Nissan Stadium (Titans)

• State Farm Stadium (Cardinals)

Rhea Loney, BetMGM’s Chief Compliance Officer, said putting GameSense in stadiums gives the firm direct reach to millions of fans each week. She added that the program is a strong tool to boost awareness and show BetMGM’s pledge to safe, informed play.

BetMGM teams receive lived-experience training from EPIC

Over 1,900 MGM Resorts staff have trained as GameSense Advisors. BetMGM works with EPIC Global Solutions to give live-experience training to its team.

Stephen Martino, MGM’s SVP and Chief Compliance Officer, said that training staff and using research raises standards, improves guest experience, and keeps the business and its communities strong for the long haul.

For RGEM, MGM Resorts will give $250,000 to the International Center for Responsible Gaming to fund research on player safety and staff support in iGaming and land-based operations. BetMGM and MGM will also back the AGA’s public campaign, 'Have A Game Plan. Bet Responsibly.'

‘Make it Legendary’ campaign with Jon Hamm

Alongside its responsible gaming work, BetMGM launched a new brand look, showing its sports betting and iGaming strengths. The 'Make it Legendary' campaign stars Emmy and Golden Globe winner Jon Hamm. It runs on TV, digital, out-of-home, and BetMGM channels, highlighting fun and story in every game.

BetMGM’s CMO Casey Hurbis said the new brand highlights thrill, show, and story in every spin and play. He noted Jon Hamm’s skill and wide appeal make him a natural fit to represent the brand’s style.

BetMGM is broadening its play focus while weaving GameSense into both mobile and desktop platforms. Players now have access to smart tools and guides for safe gaming, whether online or on-site. This move strengthens existing safeguards, giving users fun, secure, and aware betting experiences.

To reach more players, clear digital plans are key. Operators and affiliates use iGaming SEO guide to shape content and boost visibility. This ensures safe gaming tools are easy to find, giving players quick access to support across platforms.