MGM Resorts Partners with BetBlocker to Promote Safer Gambling Across Casino Floors
BetBlocker, the UK-registered charity that offers free gambling-blocking software, has partnered with MGM Resorts International.
LISTEN TO THIS ARTICLE:The collaboration will bring safer-gambling messaging into MGM’s physical casinos. The agreement will see BetBlocker signage promoted across 16 MGM properties, delivering around 13 hours of screen time a day and markedly increasing the charity’s exposure to casino patrons.
The collaboration represents a notable shift for BetBlocker from primarily digital distribution to on-site visibility. The charity said the placement of its signposting on screens across MGM’s venues is a first and will reach audiences previously out of scope for its primarily app- and browser-based tools.
The MGM tie-up follows a string of recent moves by BetBlocker to broaden its reach. Two months earlier, the charity announced cooperation with ROGA (The Responsible Online Gaming Association), an industry body that represents roughly 90% of the US legal sports-betting market by handle. BetBlocker has also worked with Gamblers Connect to add a Serbian-language option to its platform, expanding potential reach to as many as 10 million Serbian speakers worldwide.
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A Step Forward for Responsible Gambling Initiatives
Industry observers say the deal highlights growing operator willingness to promote third-party safer-gambling tools on property, a trend that could improve awareness of self-exclusion and blocking options among recreational customers and those at risk. Bringing signposting into casino floors complements account-level exclusion and operator-led interventions by driving awareness at the point where people are engaging with gambling activity.
That said, experts caution that voluntary blocking software has limits: device-level blockers can be bypassed, and they do not substitute for robust, enforced self-exclusion or regulator-led protections. Deeper impact will depend on whether such campaigns are linked to operator programmes – such as MGM’s internal responsible-gaming teams – or measured through uptake and referral metrics tracked over time.
For regulators and policymakers, partnerships of this kind raise questions about best practice for integrating independent tools with licensed operator safeguards. In markets overseen by bodies such as the UK Gambling Commission and various US state regulators, combining visibility campaigns with formal exclusion pathways and support services typically yields stronger consumer protections than awareness alone.
BetBlocker’s move into physical casinos with an internationally recognised operator like MGM underlines the evolving landscape of safer-gambling provision: charities and independent providers are increasingly seeking hybrid approaches that mix digital tools, language accessibility and on-site outreach to reach diverse populations. How operators, regulators and third-party providers coordinate those efforts will shape the effectiveness of responsible-gambling strategies in the years ahead.
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