The Massachusetts Gaming Commission (MGC) has launched PlayWell, a new statewide responsible gaming and player‑health initiative that will replace the long‑running GameSense program. The rollout marks a major evolution in the Commonwealth’s decade‑long effort to lead the nation in evidence‑based gambling harm prevention.
PlayWell branding will now appear across all Massachusetts casinos and on every regulated sports wagering platform. Patrons can access PlayWell resources in person, online, or by phone, ensuring support is available wherever and whenever players need it.
A Statutory Requirement, Now Fully Owned by the MGC
State law requires the MGC to maintain a responsible gaming program and ensure on‑site access at each casino. Unlike GameSense, PlayWell is wholly owned by the Commission, with day‑to‑day program administration managed by the Massachusetts Council on Gaming and Health.
“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’s viability,” said MGC Chair Jordan Maynard. “For over a decade, the Commission has worked with stakeholders, elected leaders, operators, and patrons to build a library of knowledge around gambling harms. Launching this new program—developed, owned, and operated by the MGC—will allow us to have a greater impact on Massachusetts residents in need of support.”
Meeting Players Where They Are
A core goal of PlayWell is accessibility.
At every casino, PlayWell Hubs offer a place for patrons to:
- Take a break from gambling
- Learn how games work
- Speak with trained advisors
- Access support services and tools
Online and phone‑based resources mirror the same services, ensuring consistent support across all gaming channels.
“PlayWell is designed with the needs of Massachusetts gamblers in mind,” said Mark Vander Linden, MGC Director of Research and Responsible Gaming. “Backed by research and evaluation, PlayWell advisors deliver timely and relevant tips, information, and resources to patrons in the casino or online.”
A New Chapter in Responsible Gaming
With PlayWell, the MGC is positioning itself for the next decade of responsible gaming innovation—one grounded in research, public health, and direct engagement with players.
