MGM Resorts International and BetMGM announced that they are once again partnering with the American Gaming Association (AGA) to promote Responsible Gaming Education Month (RGEM 2025) this September.

For the third consecutive year, GameSense messaging will appear at select NFL stadiums on LED ribbons—including one new venue this upcoming football season. Also new for the 2025 season, these messages will be featured prominently on stadium scoreboards during pre-game activities and also within gameday magazines. 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 engagements with guests and customers about how to gamble responsibly.

GameSense messaging will be promoted at the following stadiums:

• Acrisure Stadium (Pittsburgh Steelers)

• Allegiant Stadium (Las Vegas Raiders)

• Empower Field at Mile High (Denver Broncos)

• Ford Field (Detroit Lions)

• GEHA Field at Arrowhead Stadium (Kansas City Chiefs)

• Lincoln Financial Field (Philadelphia Eagles)

• M&T Bank Stadium (Baltimore Ravens)

• MetLife Stadium (New York Jets)

• Nissan Stadium (Tennessee Titans)

• State Farm Stadium (Arizona Cardinals)

“Placing GameSense in league stadiums gives us direct access to millions of fans each week. It’s a powerful platform to promote public awareness and amplify our company’s commitment to provide a safe and informed gambling experience,” said Rhea Loney, Chief Compliance Officer at BetMGM.

In September, GameSense and the AGA’s Play Smart from the Start messaging will reach guests via digital platforms, retail sportsbooks, Las Vegas marquees, and the new MGM Grand Live Dealer studio. BetMGM Sportsbook messaging will also remind players to “take a time-out” and “budget before you bet,” with QR codes linking to responsible gaming resources.

Trained GameSense Advisors will continue supporting guests at BetMGM Sportsbooks and MGM Rewards desks nationwide. MGM Resorts has now certified over 1900 employees through the GameSense Advisor program, while BetMGM has continued its partnership with EPIC Global Solutions to deliver lived–experience training to all employees.

Also, coinciding with RGEM 2025, MGM Resorts announced a $250,000 contribution to the International Center for Responsible Gaming. This donation will support independent, peer–reviewed research that advances best practices aimed at supporting casino employees and player protection strategies.

Stephen Martino, SVP and Chief Compliance Officer at MGM Resorts, said: “Investing in our team members through extensive training and scientific research sets higher operational standards and elevates the guest experience. It also supports the long-term sustainability of our business and the communities where we operate.”

Building on that commitment, both MGM Resorts and BetMGM continue to support the AGA’s “Have A Game Plan. Bet Responsibly.” public-service campaign, which educates both new and experienced sports bettors on safe wagering practices and choosing licensed operators in regulated markets.

Joe Maloney, SVP of Strategic Communications at American Gaming Association, said: “Collaboration plays a vital role in enhancing responsible gaming outcomes. We’re proud to partner with MGM Resorts and BetMGM and see firsthand how these efforts are making a meaningful difference.”

BetMGM, a leading sports betting and iGaming operator, unveiled the next evolution of its brand in collaboration with leading independent ad agency Highdive. The refreshed brand identity highlights BetMGM’s dynamic entertainment ecosystem — one that unlocks a world of possibilities, elevated experiences and exceptional hospitality. Bringing the brand to life, the new “Make it Legendary” campaign is anchored by a series of multi-channel spots featuring BetMGM’s newest brand ambassador: EMMY® Award and Golden Globe Award-winning actor Jon Hamm.

“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA,” said Casey Hurbis, Chief Marketing Officer, BetMGM. “Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.”

Highdive worked hand-in-hand with BetMGM’s creative team on the transformation, informed by extensive customer research. The first of six new spots is scheduled to premiere Saturday, Aug. 30 during college football games, with additional spots rolling out across TV, social, digital, out-of-home and BetMGM properties nationwide. Directed by two-time Directors Guild of America Director of the Year Noam Murro, the spots leverage Hamm’s charisma and storytelling charm to make every interaction feel like an elevated experience.

Hamm said, “BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”

Mark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning and said, “We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them.”

As BetMGM continues to expand into new markets and introduce new features, responsible gaming remains a key focus. Additionally, BetMGM is proud to provide resources to help customers play responsibly including GameSense, an industry leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM’s mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM’s already existing responsible gambling tools which serve to provide customers with an entertaining and safe digital experience.

Gambling problem? Call 1-800-GAMBLER (Available in the US), 877-8-HOPENY or text HOPENY (467369) (NY)1-800-327-5050 (MA), 1-800-NEXT-STEP (AZ), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR) 21+ only. Please Gamble Responsibly.

BetMGM LLC jointly owned by MGM Resorts International and Entain plc, is  providing an update on its Second Quarter 2025 (“2Q 2025”) and First Half 2025 (“1H 2025”) performance.

• Strong 2Q and 1H performance as BetMGM’s ongoing strategic execution drives strong and profitable growth
  • 2Q Net Revenue up 36% YoY and EBITDA of $86 million (up $78 million YoY)
  • 1H Net Revenue up 35% YoY and EBITDA of $109 million (up $232 million YoY)
• Leading iGaming offering and enhanced player engagement delivered 2Q revenues +29% (1H +28%) with strong growth in player volumes and activity
• Strong Online Sports performance with 2Q revenues +56% (1H +61%) driven by refined player marketing and management and strengthened product
• Upgrade to FY25 guidance and increased confidence in path to $500 million EBITDA in coming years
  • Expect FY25 Net Revenue of at least $2.7 billion and EBITDA of at least $150 million¹

Adam Greenblatt, Chief Executive Officer of BetMGM, commented: “BetMGM has seen a strong first half of the year, delivering significant revenue and EBITDA growth that is underpinned by the ongoing execution of our strategic plan. The momentum we have built since the second half of 2024 accelerated through the first half of 2025. Our iGaming business continues to deliver new records as we showed why BetMGM is the go-to destination for all players, and in Online Sports, our refined player targeting and management capabilities have driven strong engagement and player KPIs across the board. BetMGM is healthier than it has ever been, a testament to the hard work of our teams and colleagues across the business. Our stronger than expected performance through 1H 2025 positions us well for the rest of the year, reinforcing our confidence in the future and the many opportunities ahead.”

Key Financial Highlights

2Q/1H Financial Highlights 

• 1H Net Revenue of $1.35 billion, +35% YoY delivering 1H EBITDA of $109 million (up $232 million YoY)
• 2Q Net Revenue of $692 million, +36% YoY with continuing momentum and strong underlying growth
  • iGaming Net Revenue of $449 million, +29% YoY, driven by leading offering with exclusive content, differentiated engagement tools and enhanced player management
  • Online Sports Net Revenue of $228 million, +56% YoY, reflecting strengthened product and refined engagement
  • Average Monthly Actives +7% YoY
• 2Q EBITDA of $86 million (up $78 million YoY) underpinned by positive contribution from both iGaming and Online Sports
• Secured stabilized 14% GGR market share in active markets with iGaming (22%) and Online Sports (8%), further cementing BetMGM’s podium position in the market^6,7
• $150 million revolving credit facility remains undrawn with no further capital from parent companies expected

Operational highlights

• Market leading iGaming offering
  • Continued investment behind leading iGaming business to acquire and retain a broader pool of players at attractive payback periods
  • Strong player volumes and engagement KPIs underpin 1H outperformance
    • 1H Average Monthly Actives +38% and Active Player Days each month +34%⁸
  • Attractive player economics supported by:
    • Exclusive and unparalleled library of content including The Wizard of Oz, Price is Right and Family Feud
    • Creative player engagement tools improved active player days and 2025 cohort retention
    • Further investment in live dealer business
    • Improved targeting and showcasing of promotions to cross-sell Online Sports and iGaming players in our multi-product states

• Strengthened Online Sports product and enhanced player engagement approach
  • Significant growth in Online Sports demonstrates successful brand repositioning, player acquisition and management, alongside ongoing product improvements
  • Focused “premium mass” approach and enhanced CRM delivering a more engaged and higher quality player base
    • 1H Handle per active +34% and NGR per active +70%⁹
    • 1H Active Player Days +14% with +24% more Bets per active^8,9
    • 1H NGR margin improvement of +120 bps YoY
  • Strengthened product with broader offering and parlay capabilities, plus enhanced UX navigation and app speed

• Unlocking differentiated omnichannel opportunities
  • Growing flywheel benefits from Nevada omnichannel position with launch of flagship app and nationwide digital wallet
    • Improved integration across omnichannel touchpoints supports efficient acquisition and retention funnel offering unique player experiences
    • 30% growth in NV monthly actives in 1H; 4x increase in number of NV actives continuing play in home state in 1H¹⁰
  • Omnichannel game titles and differentiated live dealer offering provide BetMGM exclusive experiences
    • c50% of BetMGM’s Top 20 grossing slot titles are omnichannel games, including recently launched titles from The Wizard of Oz franchise¹¹

Outlook

• BetMGM’s performance in 2Q and 1H 2025 provides increased confidence in the long-term profitability and opportunities for the business
• Stronger than expected second quarter supports further upgrade to FY25 guidance¹²:
  • Net Revenue guidance of at least $2.7 billion
  • EBITDA guidance of at least $150 million
• Secured podium position in a large and growing total addressable market with increasing operating leverage benefits, reinforces our confidence in delivering EBITDA of $500 million in the coming years