As the state continues to see a surge in wagering, it’s critical to recognize how this growth is balanced by efforts to promote player safety and responsible gaming, with platforms like GameSense playing a key role in shaping the future of the industry.
Maryland’s Betting Boom: A Look at the Numbers
The Maryland sports betting market is booming. In August 2024, sports bettors in the state wagered an impressive $377.38 million, marking a 13.2% increase from July’s handle of $333.27 million. These gains represent a staggering 43.1% improvement from the $263.73 million handle in August 2023.
This upward trajectory in handle reflects the sustained interest in sports betting across the state, fueled largely by online platforms. Mobile betting is the dominant force in Maryland, accounting for nearly all of the wagering activity. In August alone, mobile handle hit $368.40 million, up 13.4% from July and a significant 47.1% increase from August 2023.
Despite the rise in handle, the revenue picture has been more mixed. In August 2024, operators reported $37.23 million in taxable revenue, a 10.7% decrease from the $41.69 million in July.
However, this revenue still represents a 118.5% increase from August 2023’s revenue of $17.04 million, showcasing how much the market has matured over the past year. Online operators remain the primary drivers of revenue, with $36.05 million generated via mobile apps in August alone.
FanDuel MD and DraftKings continue to lead the charge in Maryland, handling $160.71 million and $119.28 million in wagers, respectively, while BetMGM handled $32.18 million. However, beyond the numbers lies a more pressing concern for the industry: the responsibility to maintain safe gambling practices as more players enter the fold.
BetMGM’s Commitment to Responsible Gambling
As Maryland’s sports betting market grows, so does the need for responsible gambling initiatives. BetMGM, a key player in the U.S. sports betting industry, has made significant strides in promoting responsible gambling, particularly through its GameSense platform.
GameSense, originally developed by the British Columbia Lottery Corporation and licensed to BetMGM in 2017, is an innovative program designed to engage players in responsible gambling behaviors. It emphasizes transparency and player education, helping users recognize the risks of gambling and offering tools to limit their betting activity.
During Responsible Gaming Education Month in September 2024, BetMGM announced plans to expand the visibility of GameSense across nine NFL stadiums, including Maryland’s own M&T Bank Stadium.
This initiative will bring responsible gaming messages directly to football fans, particularly as they engage with NFL betting throughout the season. According to BetMGM Chief Executive Officer Adam Greenblatt,
“GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”
This partnership between BetMGM and the American Gaming Association (AGA) aims to set a new standard in player safety, aligning responsible gambling efforts with the rapidly expanding sports betting market.
BetMGM’s collaboration with the AGA and its increased focus on responsible gaming during the NFL season is a critical step in ensuring that as more players bet on sports, they do so in a safe, educated manner.
