A serious breach of regulations has landed BetMGM in hot water with Massachusetts gambling authorities. The core issue: tens of thousands of promotional emails were sent to individuals whose ages were never confirmed, a group that shockingly included minors and people actively trying to exclude themselves from gambling.
The problem surfaced during a recent commission meeting, where investigators detailed a widespread marketing campaign linked to the MLB Ballpark app and Boston Red Sox games. Between April 2024 and July 2025, a staggering 96,167 emails were dispatched, raising immediate concerns about compliance with state laws designed to protect vulnerable individuals.
The numbers are deeply troubling. BetMGM itself identified 383 recipients as being under the legal gambling age of 21. Nineteen individuals were on the state’s voluntary self-exclusion list – people who specifically requested to be barred from gambling – and another 25 were in a designated “cool-off” period. But the most alarming revelation was the inability to verify the ages of a further 37,632 recipients.
Commissioners reacted with strong disapproval. One member described the situation as “disturbing,” emphasizing the sheer scale of the potential violation and the inability to confirm the age of a significant portion of those targeted. The potential for harm to vulnerable individuals weighed heavily on the discussion.
The company attributed the error to a single employee failing to follow internal protocols. However, regulators weren’t satisfied with this explanation, demanding a full and formal hearing to investigate the extent of the problem and the company’s safeguards. They want to understand exactly what happened, how it happened, and whether more identifying information about the affected individuals can be uncovered.
This isn’t an isolated incident for BetMGM. The company recently faced scrutiny from Dutch regulators over an advertisement featuring a young soccer star, deemed potentially appealing to minors. This latest event underscores a growing concern about responsible marketing practices within the rapidly expanding sports betting industry.
The Massachusetts Gaming Commission is resolute in its commitment to a safe and regulated gambling environment. Commissioners made it clear that protecting underage individuals is paramount, and they will take decisive action to address any breaches of trust. The case will now proceed to a formal adjudicatory hearing, with investigators prepared to delve deeper into the details.
The commission’s decision signals a firm stance against lax oversight and a dedication to upholding the integrity of the state’s gambling regulations. The outcome of the hearing could have significant implications for BetMGM and the broader industry, reinforcing the importance of responsible marketing and robust age verification procedures.
