BetMGM Lands Unique Mental Health Partnership

BetMGM has secured a first-of-its-kind partnership with Kindbridge Behavioral Health to offer comprehensive mental health assessments and group services in Colorado to individuals impacted by problem gambling.

Last Updated: Sep 25, 2023 7:19 PM ET Read Time: 4 min
Ty Blach Colorado Rockies MLB
Photo By - USA TODAY Sports

A major legal sports betting operator is raising awareness of mental health.

BetMGM has secured a first-of-its-kind partnership with Kindbridge Behavioral Health to offer comprehensive mental health assessments and group services in Colorado to individuals impacted by problem gambling. The deal brings together a leading mental health service provider and one of America’s largest online betting sites. The two companies will offer complimentary services to players who self-exclude from BetMGM’s various betting platforms.

“It is important that the sports betting industry continues to invest and innovate in this field,” said BetMGM CEO Adam Greenblatt in a statement. “We are eager to champion the growth and expansion of connecting problem gamblers with the crucial services they need.”

BetMGM and Kindbridge have partnered ahead of the Colorado Division of Gaming’s new rule that mandates betting operators to have a risk scoring system for problem gambling detection. The looming law, which will go into effect in October, also requires a rapid response strategy.

Colorado sports betting market

BetMGM — a 50/50 joint venture between MGM Resorts and Entain — was one of the first states to officially go live in Colorado following the launch of authorized wagering in May 2020. The Centennial State, which offers both online and retail sports betting, has been one of America’s most stable gaming markets but reported slower profits ahead of the NFL season.

Colorado’s Department of Revenue reported that the state’s sportsbooks had a $281.1 million handle in July — down 9.5% from the month prior. Colorado’s betting operators paid out $256.1 million in winnings in July, which generated $24.9 million in gross revenue behind an 8.8% hold.

Responsible Gaming Month

BetMGM has partnered with Kindbridge in the midst of Responsible Gaming Education Month. In addition, the company has launched a responsible gaming campaign at nine NFL stadiums.

The venues include Allegiant Stadium (Las Vegas Raiders) and Ford Field (Detroit Lions), 

BetMGM isn’t the only sportsbook taking steps to curtail problem gambling during Responsible Gaming Education Month, which begins annually on Sept. 1. Earlier this month, FanDuel added soccer legend Carli Lloyd and PGA Tour player Tom Kim as responsible gaming ambassadors. The betting operator, which is the No. 1 sportsbook in the United States in terms of market, will also hold its annual "Play Well Day" on Sept. 26 in New York. The employee-only event, which will also be broadcast to staff worldwide, will include seminars focused on customer protection.

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