Beginning March 1, Jersey City-based BetMGM has pledged to prominently feature responsible gaming messages in its marketing and advertising campaigns.

The company says the commitment, announced Feb. 24, is in alignment with the start of March’s Problem Gambling Awareness Month. It will include responsible gaming messages being featured within BetMGM’s mobile app and included in its advertisements across billboards, television, print and radio.

The Responsible gaming messages and banners, which will also be incorporated into BetMGM’s digital and social platforms, were developed in partnership with GameSense, an award-winning and industry-leading program focusing on positive, transparent and proactive conversations with players about how to gamble responsibly. BetMGM says it has integrated GameSense into its digital platforms, providing customers tools for setting spending limits while also dispelling common gambling misconceptions, along with easily accessible resources for customers.

“We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising,” said Adam Greenblatt, BetMGM CEO, in a statement. “As the legalized sports betting and online gaming industry continues to expand, it is vital that we not only equip players with tools and resources for how to play in a responsible and safe manner, but that we also make a significant commitment to showcasing responsible gaming in our advertising.”

“With the continued growth of sports betting and iGaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers,” said MGM Resorts CEO and President Bill Hornbuckle. “GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health. We commend BetMGM for this groundbreaking commitment.”

“While today’s announcement is a significant step forward, one that we hope other operators will follow, we also know that this is just the start,” Greenblatt added. “Research is essential to progress and will make an important contribution to tackling problem gambling.”

The announcement comes on the heels of the New Jersey attorney general and Division of Gaming Enforcement introducing a new Responsible Gaming Initiative earlier this month—the first-of-its-kind to be implemented in the country. The program identifies and helps problem gamblers by utilizing information already collected by online gaming operators about their patrons’ playing habits.

“New Jersey has become a national leader in online casino games and sports wagering, and with that growth comes a responsibility to ensure that individuals at risk for compulsive gambling have access to the resources they need to get help,” said Attorney General Matthew Platkin in a statement when the initiative was announced.