BetMGM and Connor McDavid Team Up for Responsible Gaming Ad

Heavyweight gambling provider BetMGM has enlisted heavyweight NHL superstar Connor McDavid - who happens to be a BetMGM brand ambassador - for a new Responsible Gaming ad that will appear in the U.S. and Canada starting almost immediately and will air throughout the impending NHL playoffs. Responsible gaming is something that our best sports betting sites take seriously.

The National Hockey League's MVP and BetMGM launched the 30-second ad targeting and touting the sportsbook providers' responsible gaming tools readily available to any sports bettor in the American market.

Commenting on the latest collaboration between the sportsbook and arguably the NHL's biggest star, BetMGM director of responsible gambling, Richard Taylor, said, “We are determined to lead the industry in promoting responsible gaming and we're proud to be doing so in partnership with one of hockey's greatest players. As the legalized sports betting and online casino industry continues to grow and evolve, we remain committed to equipping players with information, tools and resources to help them play in a responsible and sustainable manner." 

For his part, McDavid said on Instagram, “It’s all about being responsible if you choose to bet - staying in control and not getting carried away. That’s super important to me and I really hope it’s advice that everyone follows.”

Building on BetMGM's Responsible Gaming focus

BetMGM has been at the forefront of Responsible Gaming initiatives as one of our best sportsbooks. It even formed a Responsible Gambling Team to address the concerns and real-life issues that a legal sports betting platform presents. BetMGM boasts that mobile users will have the same opportunities at responsible gaming resources as visitors to brick-and-mortar facilities.

The company employs the GameSense model, an award-winning responsible gaming product created by the British Columbia Lottery Corporation. The program is used worldwide and is widely regarded as the preeminent responsible gaming tool currently in existence in the exploding global sports wagering market.

Responsible gaming messaging has become intertwined with all BetMGM marketing and advertising, including all media outlets and the popular BetMGM mobile app.

Playing within the new rules

Canada's only legal sports betting market, the Ontario sports betting scene, has changed the way that the best sportsbooks can use current and retired sports stars in their advertising campaigns. The new rules prohibit McDavid and other iconic sports stars, like NHL legend Wayne Gretzky, from appearing in such sports betting advertising campaigns.

Conor McDavid's spot pushes against the line but doesn't cross it. Responsible gaming ads seem exempt from the ban on sports star advertising for competing sportsbooks in the Ontario market - maybe for good reason.

Hot button issue

Advertising for our best sports betting apps using influential and recognizable pop-culture stars has been a hot-button issue in North America and worldwide, especially those that target youth. 

Retired Alcohol and Gaming Commission of Ontario registrar and CEO Tom Mungham said of the move to ban such advertising that “Children and youth are heavily influenced by the athletes and celebrities they look up to. We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”

Fan reaction to Connor McDavid's appearance and acceptance of BetMGM has been mixed. While some have panned the NHL superstar for promoting the growing sports betting industry in North America, others have praised him for focusing on the potential issues with gambling rather than just the wagering itself.

Sports betting and the seemingly incessant advertising that accompanies the legal platform in North America will continue to be polarizing topics, but they aren’t going away. 

McDavid, for his part, may have set a new precedent for sports stars’ messaging, which could be slightly altered toward a focus on responsible gambling.