Massachusetts Launches New Responsible Gaming Program PlayWell

Massachusetts has launched PlayWell, a new responsible gaming and player health program that now replaces GameSense across the state. The brand will appear at casinos and sports wagering platforms, with support offered in person, online, and by phone.

Good to Know

• PlayWell has replaced GameSense in Massachusetts.
• New PlayWell Hubs opened at every casino property on March 27.
• The program includes PlayMyWay, a daily limit-setting tool for players.

PlayWell Brings a New State Run Model

The Massachusetts Gaming Commission said the launch is part of a long effort to build a stronger player health framework around legal gambling. Unlike the prior setup, PlayWell is fully owned by the commission, while the Massachusetts Council on Gaming and Health handles administration.

MGC Chair Jordan Maynard said:

“When gaming was legalized in the Commonwealth, it was essential to build a world-class research, responsible gaming, and player health program to ensure the industry viability.”

Maynard added that the new program, “developed, owned and operated by the MGC,” will give the commission a stronger way to help residents who need support.

PlayWell also includes on-site hubs at every casino in the state. Those spaces are meant to give visitors a place to step away, learn more about games, or speak with trained advisors. Support is not limited to problem gambling cases. Staff can also meet visitors one on one and point them toward tools, information, and voluntary self-exclusion options.

Mark Vander Linden, MGC Director of Research and Responsible Gaming, said:

“PlayWell is designed with the needs of Massachusetts gamblers in mind. Backed by research and evaluation, PlayWell advisors deliver timely and relevant tips, information and resources to patrons in the casino or online.”

A major feature is PlayMyWay, which the commission described as a first-in-the-nation tool that lets players set daily gambling limits. MGM Springfield was one of the casino properties that launched the program, with its compliance director Daniel Miller saying the hubs should not be seen as only for people already facing harm.

He said:

“These centers really need to be for everybody. really does encourage everybody to come into it.”

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