Efficacy of GameSense as a responsible gambling program among US-based MGM loyalty program members

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Author(s): Louderback, Eric R. ; LaPlante, Debi A. ; Abarbanel, Brett L. ; Kraus, Shane W. ; Bernhard, Bo J. ; Gray, Heather M.

Journal: Journal of Gambling Studies

Year Published: 2022

Date Added: June 15, 2022

GameSense is a responsible gambling (RG) initiative that seeks to educate people who gamble about how to gamble safely. GameSense was adopted by MGM Resorts International (MGM) at its US-based properties in 2017. The authors of this study sought to investigate whether GameSense has been effective in promoting healthy gambling beliefs and use of RG strategies. They also wanted to know whether GameSense efficacy differed depending on the type of property. MGM administered a survey to its loyalty members three times across approximately three years. The researchers found that few people were aware of or engaged with GameSense. Awareness of GameSense increased from before its implementation to one year after it was implemented. Awareness of GameSense did not increase the following year. Additionally, people aware of GameSense used slightly more RG strategies than those not aware of GameSense. Engagement did not increase over the years.

Citation: Louderback, E. R., LaPlante, D. A., Abarbanel, B., Kraus, S. W., Bernhard, B. J., & Gray, H. M. (2022). Examining responsible gambling program awareness and engagement trends and relationships with gambling beliefs and behaviors: A three-wave study of customers from a major gambling operator. Journal of Gambling Studies. Advance online publication. https://doi.org/10.1007/s10899-022-10109-7

Article DOI: https://doi.org/10.1007/s10899-022-10109-7

Keywords: awareness ; gambling ; gambling behaviours ; gambling beliefs ; GameSense ; information resources ; land-based gambling ; responsible gambling ; responsible gambling resources

Topics: Gambling Cognitions ; Gambling Resources ; Information for Operators

Conceptual Framework Factors: Environment - Responsible Gambling ; Resources - Harm Reduction, Prevention, and Protection ; Gambling Environment ; Cultural - Religion and Other Belief Systems ; Gambling Resources ; Resources - Interventions

Study Design: Observational: Cross-sectional

Geographic Coverage: United States of America

Study Population: Members of MGM Resorts International’s M Life Loyalty Program (n = 3748 for Year 1 before the roll out of GameSense, n = 4795 for Year 2 about one year after program implementation, and n = 3927 for Year 3 about two years after program implementation)

Sampling Procedure: Purposive sampling – MGM’s Direct Marketing team emailed potential participants and invited them to participate

Study Funding:

This study was funded by MGM Resorts International.