High Roller Technologies Inc., operator of the award-winning, premium online casino brands High Roller and Fruta, announced it has entered into a non-binding Letter of Intent (LOI) with Kindbridge Behavioral Health (Kindbridge) to support its commitment to responsible gambling in Ontario, subject to licensing and regulatory approval.

Through the planned partnership with Kindbridge, High Roller intends to offer eligible Ontario players who choose to self-exclude a confidential pathway to support that helps individuals understand their options and take next steps at their own pace. The experience begins with education and a guided triage process, followed by the option to connect with no-cost peer support and, when appropriate, licensed Canadian clinicians. Using a stepped-care approach, individuals can start where they feel ready and access additional support over time, based on their needs and goals.

“We believe entertainment should always be enjoyed responsibly. Partnering with Kindbridge reinforces our commitment to player wellbeing by ensuring that anyone who may be experiencing challenges with their gambling activity has access to meaningful, professional support. This collaboration reflects our responsibility not only as an operator, but as a trusted brand that puts people first,” said Seth Young, Chief Executive Officer at High Roller.

Kindbridge works with gaming operators across North America to deliver early-intervention programs designed to identify, assess, and support at-risk individuals, including integration with self-exclusion and responsible gaming workflows.

“Building strong, accessible pathways to support is an essential part of effective responsible gambling programs.nOperators are uniquely positioned to assist individuals who may be experiencing distress by helping connect them to appropriate care. We’re proud to work with High Roller to expand access to specialized clinicians and evidence-based resources, supporting healthier outcomes for players and more effective responsible gambling frameworks,” said Daniel Umfleet, Founder & CEO of Kindbridge Behavioral Health.

Seth Young, who currently serves as Chief Executive Officer of High Roller, is a current shareholder, member of the Board of Advisors, and former member of the Board of Directors at Kindbridge.

MGM Resorts International and BetMGM announced new groundbreaking initiatives in collaboration with Kindbridge designed to support problem gambling research and mental health services. Kindbridge Research Institute and Kindbridge Behavioral Health are organizations that aim to better understand the problems that exist within at-risk communities, delivering evidence-based treatment for gambling disorder.

The partnerships and collaborations break down as follows:

MGM Resorts & Kindbridge Research Institute

As part of its commitment to responsible gaming research, MGM Resorts has donated $100,000 to Kindbridge Research Institute in support of a voluntary medication trial for veterans experiencing gambling addiction in Las Vegas. This first-of-its-kind treatment aims to reduce gambling urges and symptom severity among veterans with gambling disorder.

“This contribution will help explore and identify innovative treatment for a population our company cares deeply about. We have a longstanding commitment to supporting military members and their families year-round and are privileged to invest in research that benefits this important community.”

Research will be completed by treatment providers at the Las Vegas Veterans Affairs Residential Recovery and Renewal Center (LVR3) in partnership with the University of Nevada-Las Vegas. The study is part of Kindbridge Research Institute’s 50x4vets program, a multi-year research initiative aimed at increasing research on gambling disorder in veterans by fifty times in four years.

“This is such a promising intervention. We are so grateful for MGM Resorts’ support of this research to improve the lives of veterans and extend the work of the many great scientists, treatment providers, and donors of the 50x4vets program,” Nathan D. Smith, Executive Director of Kindbridge Research Institute, said.

BetMGM & Kindbridge Behavioral Health

BetMGM has announced it will expand its relationship with Kindbridge Behavioral Health to offer problem gambling referrals in Massachusetts, Michigan, New Jersey, Nevada, Ohio, Pennsylvania, West Virginia, and Ontario. This comes as BetMGM reaches its sixth month in the Kindbridge Colorado Pilot Program.

“We are proud to lead the way in providing individuals with this potentially life-changing support and are pleased with how the program has performed so far. This expanded investment underscores our dedication to ensuring those who need care can receive it. As access to sports betting and online gaming continues to grow, so should access to problem gambling treatment and care,” Rhea Loney, Chief Compliance Officer at BetMGM, said.

This unprecedented collaboration between an online operator and a treatment provider offers direct access to comprehensive mental health assessments, treatment, and group support services. As a result, a number of Colorado residents who have opted to be banned from gambling through the state’s self-exclusion program are now actively receiving referrals for voluntary treatment from BetMGM.

“We welcome BetMGM’s decision to extend mental health services to players in distress across multiple jurisdictions. This initiative is a positive step toward supporting individuals facing challenges with gambling. It underscores the importance of accessible help and the role we all play in fostering safer gaming environments,” Daniel Umfleet, CEO of Kindbridge Behavioral Health, said.

This news comes as MGM Resorts and BetMGM join the National Council on Problem Gambling (NCPG) in recognizing March as Problem Gambling Awareness Month (PGAM). Throughout the month, new GameSense messaging will be displayed prominently throughout MGM Resorts properties nationwide, as well as in the BetMGM app. GameSense is an industry-leading responsible gaming program first developed and licensed to MGM Resorts in 2017 by the British Columbia Lottery Corporation (BCLC). The program focuses on positive, transparent, and proactive interactions with guests and customers about how to gamble responsibly.