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Casino Guru Reveals Findings from Unique Safer Gambling Week Campaign

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Safer Gambling Week is a yearly initiative originated in the United Kingdom that aims to raise awareness of safer and more responsible gambling. Casino Guru, staying true to their values and going further than expected in efforts to improve player safety, has created a unique campaign that promoted safer and responsible gambling messages across their English website over the course of the Safer Gambling Week 2021, from Nov 1 to Nov 7.

The team worked with the premise that responsible gambling messages need to be interesting and distinctive to capture the users’ attention and truly get the message across. That is why they crafted a unique campaign aiming to increase awareness of gambling addiction and responsible gambling and motivate players to take action if needed.

“Despite our efforts to create well-researched and truly helpful educational responsible gambling content, only a small percentage of our visitors searches for it and reads it. Unfortunately, players often start looking for this type of content only after noticing the first signs of problem gambling. The majority of players gamble responsibly, and it is crucial to reinforce their good habits and promote preventive steps that minimize the chance of becoming problem gamblers later on,” explains Šimon Vincze, Responsible Gambling Projects Lead at Casino Guru.

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In line with this approach, Casino Guru’s creative team has designed and implemented three different responsible gambling messages“It’s Safer Gambling Week 2021”, “Thank you for caring”, and “Responsible players do not lose” – each designed with a different deliberate idea in mind, to allow the team to test and measure what kind of messaging works best. Each version linked to a different responsible gambling article that complemented and built upon the original message.

These messages appeared at prominent locations across the website to make them as visible as possible. The detailed version of the message was displayed as a widget in the website’s list of best casinos. It was designed to resemble the cards presenting information about individual casinos to minimize ‘banner blindness,’ as people are used to overlooking ads and other elements that look like ads. The simpler and shorter version of the message was displayed at the top of each page, in a bright orange widget to visually stand out and go in line with Safer Gambling Week’s colour scheme.

Overall, 2.31% of the users who saw one of the three messages clicked it to read more. This percentage was the highest for the ‘Responsible players do not lose’ message at 2.54%, followed by ‘Thank you for caring’ at 2.35% and ‘It’s Safer Gambling Week 2021’ at 2.05%. The team has not measured any significant differences in metrics measured in different genders and age groups.

Vincze comments on the findings: “In terms of the number of visitors who clicked the message, the ‘Responsible players do not lose’ version yielded the best results. However, it had the lowest percentage of users that spent at least 60 seconds browsing the linked article. This was in line with our expectations, as this version was a bit of a clickbait, although one with good intentions. On the other hand, the ‘It’s Safer Gambling Week 2021’ version, in which the messaging was most informative and least captivating, yielded the least clicks but the highest percentage of users who then spent at least 60 seconds on the article.”

The individual articles linked from the three messages contained links to other, more encyclopaedical responsible gambling content, such as a list of problem gambling help centres, articles about gambling addiction and overcoming it, safer and responsible gambling, and more. The list of problem gambling help centres garnered the most attention, although this was likely influenced by a link to it placed at the top of each of the three articles.

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Vincze adds: “When it comes to helping players and making a positive impact, numbers and metrics are not the only things that matter. Even if our campaign helped only one player stay safer while gambling or look for help, we can call it a success, regardless of the overall statistics we measured.”

He continues by putting the campaign into a broader context: “In comparison to our normal educational articles about problem and responsible gambling, our Safer Gambling Week campaign has been seen by a relatively big number of visitors. To make sure we maximize our positive impact all year round, we plan to use our findings to create an effective long-term campaign, which will be part of our future efforts aimed at educating and informing players and the public about gambling and its dangers. There is much to look forward to!”

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Bill Hornbuckle

MGM Resorts Announces New Employment Agreement with CEO & President Bill Hornbuckle

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MGM Resorts announced that it has reached a new employment agreement with CEO & President Bill Hornbuckle through December 31, 2028. As part of his new employment contract, the Company has also agreed to offer Hornbuckle an advisory agreement at the end of the term to assist with its integrated resort project in Osaka, Japan until its opening.

“Bill is an exceptional, visionary leader who successfully guided the company through the COVID-19 pandemic while also positioning the business for long-term growth through new digital ventures, strategic M&A opportunities, and expansion into new international markets. Bill has earned the trust, respect and admiration of his employees, peers, shareholders and this Board. We’re thrilled that he has agreed to remain in his role for the foreseeable future,” said Paul Salem, Chairman of the MGM Resorts Board of Directors.

“I am honored to continue leading this company at an exciting time of both digital growth and resort expansion in places like New York, Japan, Brazil and the Middle East. Our best days remain in front of us, and I’m thankful to our Board for their continued trust and support. The success we’ve enjoyed over the last five years is a testament to our leadership team and our employees who have embraced our culture of guest-centricity and continuous improvement. Together, we will continue to pursue our vision to be the world’s premiere gaming entertainment company,” said Hornbuckle.

As CEO, Hornbuckle oversees all aspects of MGM Resorts’ strategy, operations and hospitality and gaming development projects. He leads the company’s global development efforts and its digital gaming strategy. He is a member of MGM Resorts’ Board of Directors and serves as Co-Chairman of the Board of Directors of MGM China Holdings, which operates resorts in Macau. He is also Chair of the U.S. Travel Association, a non-profit organization focused on growing travel and tourism to the United States, and he previously served as Chairman of the U.S. Travel and Tourism Advisory Board, which advises the U.S. Secretary of Commerce on policy, regulation, programs and issues that impact the travel and tourism industry in the US.

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The post MGM Resorts Announces New Employment Agreement with CEO & President Bill Hornbuckle appeared first on Gaming and Gambling Industry in the Americas.

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Annual American Business Awards

Scientific Games Wins Three 2025 American Business Awards for Lottery Retail Technology Innovation and Instant Scratch Game Achievement

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Scientific Games was recognized with three prestigious honors in the 23rd Annual American Business Awards. The global lottery company won two Gold ABA awards for its retail technology, SCiQ and PlayCentral Powered by SCiQ, in the Operations Management Solutions and Emerging Technology categories, respectively. Scientific Games’ recently retired VP, Instant Game Production, Joe Bennett, earned a Silver ABA Award for Achievement in Management—Manufacturing, recognizing his career contributions in secure lottery instant game production.

Scientific Games President, Americas & Global Instant Products, John Schulz, said: “It’s an incredible honor to have SCiQ and PlayCentral Powered by SCiQ recognized with 2025 Gold American Business Awards. These awards reflect the strength of our innovation and the dedication of our teams to modernizing the retail lottery experience. We’re also deeply proud of Joe Bennett’s Silver Award. Joe’s leadership across three decades has helped define secure instant game manufacturing for Scientific Games and the industry during his tenure.”

This year, more than 3700 nominations from organizations of all sizes and industries were submitted to the ABAs. Winners were scored by more than 300 professionals worldwide during a rigorous judging process evaluating innovation, integrity, effectiveness, creativity, and growth. The Gold Award represents the highest honor in each category, reserved for the top-scoring entry, with the Silver Award representing the second-highest honor. The ABAs are nicknamed “Stevies” for the Greek word meaning “crowned”.

SCiQ is Scientific Games’ groundbreaking ecosystem designed to transform lottery instant game retailing. It brings advanced inventory management, security, and real-time sales tracking to retail locations, providing retailers, lotteries, and players with a smarter, more secure way to sell and purchase instant games. PlayCentral Powered by SCiQ extends the SCiQ ecosystem to lottery self-service retail environments. Integrating SCiQ technology into PlayCentral HD self-service vending machines allows for unprecedented inventory control, improved game security, and seamless retail operations, enhancing the player experience while optimizing lottery revenues.

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Over his 34-year career at Scientific Games, Joe Bennett has driven significant advancements in digital transformation, manufacturing efficiency, and security innovation. He led the transition to a fully integrated digital production ecosystem and introduced patented encryption technologies that protect the integrity of instant lottery games. Under his leadership, Scientific Games now produces more than 53 billion secure, high-quality instant games annually. Bennett retired from the company in April 2025.

The post Scientific Games Wins Three 2025 American Business Awards for Lottery Retail Technology Innovation and Instant Scratch Game Achievement appeared first on Gaming and Gambling Industry in the Americas.

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Altenar

Altenar extends Major League Baseball coverage

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Leading sportsbook provider grows US sports offering with addition of in-play Bet Builders and expanded prop betting

Altenar has expanded its portfolio of US sports by adding more Major League Baseball (MLB) content for the 2025 season.

As part of the enhancement, Altenar has added in-play Bet Builders to allow live betting during MLB games, offering operators the chance to benefit from a surge in the bet type’s popularity. There is also an expanded range of prop betting available on both pre-match and live games, with a vast range of odds now offered on player, team and game props.

Altenar already offers fast markets and micro-betting options, along with same-game parlays, player specials and pitcher lines for the popular league.

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An official distributor of MLB data since 2019, Swish Analytics delivers rich, reliable and fast information that enables the development of highly engaging user markets, which are now available to Altenar’s operator partners.

These additions reinforce Altenar’s commitment to delivering relevant and tailored content for US-facing partners, while continually striving for excellence as a sportsbook provider.

Antonis Karakousis, Director of Operations at Altenar, said: “Altenar is driving innovation in US sports by pushing the boundaries of what is possible with our offering. We will continue to grow our presence in this vertical and ensure that our full suite of pre-match, in-play, and at-bat betting products defines the next generation of engagement for our operators’ MLB fans.

“In addition to the above, the development of our MLB Live Bet Builder is another strong statement that reflects our commitment to listening to users’ needs. Enhancing the Bet Builder experience remains a key focus and a central part of our product strategy.”

Altenar will showcase its enhanced terminal at SBC Summit Americas 2025 from May 13–15. Attendees can visit the stand or book a demo to explore the terminal’s new capabilities first-hand here.

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