igamingbusiness . com
SPORTS BETTING
was the first to roll out Aristocrat ’ s Buffalo titles online – there are even dedicated cabinets in MGM properties with the game .
“ If you ’ re a digital player , it encourages a visit to the property ,” says Greenblatt . “ It ’ s good for us , it ’ s good for MGM Resorts , as it deepens the relationship with our players .”
But the omnichannel ambitions go
further , with Dual Play Roulette in New Jersey , a game Greenblatt describes as “ live , live dealer ” building the BetMGM closed loop system . Players on-property join games with online customers for a full omnichannel , multiplayer experience . “ That table is one of the most popular in the physical casino and our digital players like it because it ’ s something different .”
VIEW FROM VEGAS
Las Vegas is set to be a vital part of BetMGM ’ s plans for 2024 . Greenblatt said during the December business update the brand is better positioned than any other operator to take advantage of sports fans visiting the city .
The recent F1 race in Las Vegas attracted more than 300,000 fans . In a record-breaking weekend , BetMGM took three times more bets than any other F1 contest in its history .
The event also proved to be the highest grossing weekend for the MGM Resorts arm . BetMGM now aims to utilise that demand again with the upcoming Super Bowl at the Allegiant Stadium in Las Vegas , while it bridges the omnichannel gap by integrating Nevada onto a single wallet platform in 2024 .
The sportsbook at the Cardinals ’ State Farm Stadium
NEED FOR COLLABORATION
Greenblatt ’ s role is essentially to find a competitive edge over his rivals in US sports betting and gaming . However , he recognises the need for collaboration , at a time when the industry critics in the US are massing .
There is growing opposition to the expansion of gaming , with the likes of the New York Times and the Campaign for Fairer Gambling making their voices heard . States such as Ohio are already tightening marketing regulations .
Greenblatt is working with colleagues across the industry to better communicate how the operators actively seek to protect customers .
BetMGM is taking responsible gambling messaging to NFL stadiums to promote its partnership with
“ I want to do what I can for those that need help , while not undermining the validity of what we do ”
GameSense . It was a key driver of the industry-wide 12 responsible gaming standards . Most recently BetMGM partnered Kindbridge to offer telehealth services to all customers .
“ I ’ m so excited about this ,” Greenblatt says . “ I think it will have a tangible positive impact to players who need help . The first five sessions are free to the player even if you don ’ t have insurance .”
COMBATTING MEDIA CYNICISM
The media is generally cynical of these efforts and Greenblatt sees that cynicism as being betting operators ’ biggest challenge . “ Because it comes from us the commentators point to our commercial objectives , [ which means ] all the good things that we ’ re doing in this area of responsible gaming are somehow discounted ,” he says .
“ I want to feel proud we ’ re offering an entertainment product . I want to do what I can for those that need help , while not undermining the validity of what we do and the value we bring in tax dollars and jobs .”
This is arguably just another strategic challenge : Greenblatt isn ’ t just confident in the player protection measures BetMGM implements but excited to raise standards across the industry .
He must ensure the RG services are easily accessible , work effectively and integrate with its gaming product range . If that sounds familiar , it should . Once again , it ’ s the focus on availability , functionality and combinability .
44 • ISSUE 135 • ICE LONDON 2024