BetMGM Becomes First App to Adopt PlayPause Responsible Betting Tool

  • PlayPause brings state self-exclusion lists together for easy cross-checking
  • No special integration is needed, as PlayPause is part of the GeoComply system
  • The tool can be baked right into the login process
  • BetMGM has also inked a marketing partnership with the Pittsburgh Steelers
BetMGM announced Tuesday that it will use GeoComply’s PlayPause technology to connect self-exclusion databases from multiple states. [Image: Shutterstock.com]

Interstate self-exclusion lists

BetMGM will soon become the first online gambling operator to launch PlayPause, a cross-border responsible gambling tool. Developed by Conscious Gaming, a philanthropic organization under GeoComply’s umbrella, PlayPause will link states’ and operators’ self-exclusion programs across the United States.

advances consumer protection in a meaningful way”

“A multi-state approach to responsible gaming is an important step for the industry and advances consumer protection in a meaningful way,” said BetMGM CEO Adam Greenblatt. “We’re delighted to play a leading role in collaborating on this important and timely initiative.”

In its current form, the US online gambling landscape is patchwork, as each state has its own regulations and licensing regimes. Both states and operators have their own self-exclusion programs, as well. PlayPause will expand those programs to make them interstate, so a gambler who has self-excluded in one state will not be able to simply travel to another state and play.

Shay Segev, CEO of GVC Holdings, which co-founded BetMGM with MGM Resorts International, explained that his company’s success is directly linked to the job it does with responsible gaming. PlayPause will help make the customer experience “the safest and most enjoyable experience possible.”

Seamless integration, easy updates

PlayPause leans hard on technology to implement its interstate system. It assigns a unique ID, called a Globally Unique Persona Identifier (GUPI), to each player. The gaming provider can then check the GUPI against multiple self-exclusion lists to be sure the customer is cleared to play. No additional integration is needed for PlayPause; it is all part of the GeoComply system the operators already use.

operators can integrate PlayPause right into the login process

Gambling sites can stop customers who have self-excluded in one state, but try to gamble in another, before they are even able to login. Operators can integrate PlayPause right into the login process, making sure someone who has banned themselves doesn’t even make it to the tables.

The PlayPause system also comes with “comprehensive” reporting to give operators a clear picture of their responsible gaming initiatives. GeoComply touts its easy updates, as well, through the use of simple batch files or a public API, so that self-exclusion lists are constantly updated.

BetMGM adds Steelers to team roster

Also on Tuesday, the NFL’s Pittsburgh Steelers announced BetMGM as the team’s “First Gaming Partner.” When BetMGM’s sports betting offering launches later this year, the company will also become an “Official Sports Betting Partner” of the Steelers. It will be able to use the Steelers’ logos and marks in its marketing, social media channels, and betting products.

The gaming company will be the Presenting Sponsor of the Steelers Kickoff pre-game show and will have advertising spots in other Steelers television and radio programming.

In a juicy, season-long promotion, BetMGM will host the “Decade of Black & Gold” sweepstakes. It will give away weekly prizes such as signed Steelers merchandise, but the real pot at the end of the rainbow is the grand prize. BetMGM will award one lucky winner with two club level season tickets and two VIP Hospitality Tent passes for ten years. The current season ticket waiting list is about 20 years long and those seats – along with the seat licenses – are expensive, so this will be a heck of a win for somebody.

BetMGM has already inked deals with a number of NFL teams, including the Las Vegas Raiders, Denver Broncos, Tennessee Titans, and Detroit Lions.