BetMGM
MGM Resorts & BetMGM Strengthen Relationship with Kindbridge
MGM Resorts International and BetMGM announced new groundbreaking initiatives in collaboration with Kindbridge designed to support problem gambling research and mental health services. Kindbridge Research Institute and Kindbridge Behavioral Health are organizations that aim to better understand the problems that exist within at-risk communities, delivering evidence-based treatment for gambling disorder.
The partnerships and collaborations break down as follows:
MGM Resorts & Kindbridge Research Institute
As part of its commitment to responsible gaming research, MGM Resorts has donated $100,000 to Kindbridge Research Institute in support of a voluntary medication trial for veterans experiencing gambling addiction in Las Vegas. This first-of-its-kind treatment aims to reduce gambling urges and symptom severity among veterans with gambling disorder.
“This contribution will help explore and identify innovative treatment for a population our company cares deeply about. We have a longstanding commitment to supporting military members and their families year-round and are privileged to invest in research that benefits this important community.”
Research will be completed by treatment providers at the Las Vegas Veterans Affairs Residential Recovery and Renewal Center (LVR3) in partnership with the University of Nevada-Las Vegas. The study is part of Kindbridge Research Institute’s 50x4vets program, a multi-year research initiative aimed at increasing research on gambling disorder in veterans by fifty times in four years.
“This is such a promising intervention. We are so grateful for MGM Resorts’ support of this research to improve the lives of veterans and extend the work of the many great scientists, treatment providers, and donors of the 50x4vets program,” Nathan D. Smith, Executive Director of Kindbridge Research Institute, said.
BetMGM & Kindbridge Behavioral Health
BetMGM has announced it will expand its relationship with Kindbridge Behavioral Health to offer problem gambling referrals in Massachusetts, Michigan, New Jersey, Nevada, Ohio, Pennsylvania, West Virginia, and Ontario. This comes as BetMGM reaches its sixth month in the Kindbridge Colorado Pilot Program.
“We are proud to lead the way in providing individuals with this potentially life-changing support and are pleased with how the program has performed so far. This expanded investment underscores our dedication to ensuring those who need care can receive it. As access to sports betting and online gaming continues to grow, so should access to problem gambling treatment and care,” Rhea Loney, Chief Compliance Officer at BetMGM, said.
This unprecedented collaboration between an online operator and a treatment provider offers direct access to comprehensive mental health assessments, treatment, and group support services. As a result, a number of Colorado residents who have opted to be banned from gambling through the state’s self-exclusion program are now actively receiving referrals for voluntary treatment from BetMGM.
“We welcome BetMGM’s decision to extend mental health services to players in distress across multiple jurisdictions. This initiative is a positive step toward supporting individuals facing challenges with gambling. It underscores the importance of accessible help and the role we all play in fostering safer gaming environments,” Daniel Umfleet, CEO of Kindbridge Behavioral Health, said.
This news comes as MGM Resorts and BetMGM join the National Council on Problem Gambling (NCPG) in recognizing March as Problem Gambling Awareness Month (PGAM). Throughout the month, new GameSense messaging will be displayed prominently throughout MGM Resorts properties nationwide, as well as in the BetMGM app. GameSense is an industry-leading responsible gaming program first developed and licensed to MGM Resorts in 2017 by the British Columbia Lottery Corporation (BCLC). The program focuses on positive, transparent, and proactive interactions with guests and customers about how to gamble responsibly.
BetMGM, a leading iGaming and sports betting operator, has launched its latest slot game “Gretzky Light the Lamp” at the BetMGM Casino. The new slot features NHL legend and BetMGM ambassador Wayne Gretzky. Gretzky Light the Lamp is now available at BetMGM Casino in New Jersey and Michigan and will be available in additional iGaming markets where the operator is live pending regulatory approval.
“The ability to bring ‘Vegas Magic’ to its players is one of the biggest reasons BetMGM is so unique. Gretzky Light the Lamp is a great combined example of my role as a BetMGM ambassador and the company’s constant innovation,” Wayne Gretzky said.
Developed by Spinberry, an omnichannel game development studio, Gretzky Light the Lamp is a 25 line, 5×3 slot game with a hockey theme that includes free spins and wild re-spins. The game is the first to showcase Spectacular Link and Spectacular Link Frenzy. Players will see Wayne Gretzky wearing a gold and black jersey adorned with a BetMGM logo.
“Wayne Gretzky’s historic legacy in hockey makes him a wonderful ambassador for BetMGM. We are honored to create a game that showcases his likeness and brings the excitement of lighting the lamp to iGaming,” Oliver Bartlett, VP of Gaming Product & Content at BetMGM, said.
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Adam Greenblatt
BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership
BetMGM, a leading iGaming and sports betting operator, announced a new and exclusive online casino rights partnership with Fremantle, a world leader in creating, producing and distributing entertainment content for over 100 years. The multi-year agreement secures the intellectual property rights for iconic game shows “The Price is Right” and “Family Feud” for slots, table games, and non-traditional casino games. The partnership establishes the foundation for BetMGM to create customized online casino content around both game show brands.
“This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. ‘Family Feud’ and ‘The Price is Right’ are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways,” said Adam Greenblatt, Chief Executive Officer of BetMGM.
During select weeks throughout the upcoming seasons, BetMGM will be featured as a sponsor with exclusive, never-before-seen partnership integrations for “Family Feud” and “The Price is Right”. Throughout 2025 BetMGM and Fremantle will reveal additional details on these planned partnership activations.
Suzanne Lopez, COO of Fremantle North America, said: “Our exclusive deal with BetMGM and our premier game show IP represents a significant milestone for us both. This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships. It’s all about enhancing how fans of ‘The Price Is Right’ and ‘Family Feud’ connect with the shows in fresh, immersive ways.”
The company’s award-winning online casino is home to over 3500 titles across North American markets and one of the largest state-by-state exclusive jackpot networks. BetMGM’s jackpot network currently consists of more than 20 game titles including popular games such as MGM Grand Millions, Bison Fury, and Loot’En Khamun and the Dead Sea Scrolls.
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BetMGM and Rush Street Interactive (RSI) are live with EveryMatrix exclusive casino content in West Virginia further extending the technology and games supplier’s regulated US footprint.
EveryMatrix will provide both tier-1 US brands’ customers in the ‘Mountain State’ with games from its in-house studios. This includes Armadillo Studios and, later this year, content from newly acquired Fantasma Games via integration with SlotMatrix, its proprietary B2B aggregation platform, and the industry’s largest content library with 30,000+ games from 350+ studios.
This marks the third state both brands are live with EveryMatrix content following launches in New Jersey and Michigan.
The industry’s fastest growing iGaming technology provider has secured commercial agreements with multiple tier-1 operators in the US with delivery through SlotMatrix.
EveryMatrix has more than 300 global customers and holds North American licences in Ontario, New Jersey, Michigan, West Virginia, Connecticut and Pennsylvania.
Erik Nyman, President, EveryMatrix Americas, said: “Our North American footprint is rapidly growing, and we have ambitious plans to accelerate our roadmap across 2025 and beyond.
“SlotMatrix is at the core of our content integration strategy delivering tier-1 US and Canadian brands with new and existing high-performing content, strengthened later this year by Fantasma Games, that already has strong US market share and further bolstered by our vast aggregation portfolio.”
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