MGC Questionnaire Requires Massachusetts Sportsbooks to Detail AI Use in Targeted Promotions
The MGC gave its seven sportsbooks until November 3 to answer an eight-category questionnaire on AI in marketing. Sent by Executive Director Dean Serpa on October 9, the inquiry follows Chair Jordan Maynard’s September 24 announcement and a New York Times report on DraftKings. It targets whether promotions use loss or activity data.
SCCG Take — The mechanism isolates whether automated systems amplify harmful play. Operators face concrete disclosure demands that will shape future compliance baselines across regulated markets.
The Massachusetts Gaming Commission has required its seven licensed mobile sportsbooks to disclose whether they deploy artificial intelligence or machine learning to shape marketing and promotions. Executive Director Dean Serpa sent the questionnaire dated October 9, with all responses due by November 3.
The inquiry covers eight categories and focuses on systems that determine which customers receive offers, how frequently, and on what basis. It asks operators to name each model or algorithm, state its purpose, identify whether it was built internally or by a third party, and specify if decisions apply to individuals, groups or both. Questions also address the underlying data, behavioural targeting logic, optimisation methods, responsible-gambling assessments, and the extent of human oversight.
A core concern is whether recent betting activity, losses, deposits or other account signals can trigger promotional messages. Operators that say such factors play no role must describe the controls that enforce that boundary.
Review Triggered by DraftKings Coverage
The questionnaire puts into effect a review announced by MGC Chair Jordan Maynard at the commission’s September 24 meeting. Maynard stated that the commission would examine each sportsbook’s AI practices and their effect on customers in the state. The step follows a New York Times report that alleged DraftKings used machine learning to target bettors deemed most likely to lose.
The inquiry now reaches all seven operators. It arrives as other jurisdictions weigh similar issues; New York has proposed rules on personalised promotions and the necessity of human intervention where customers may be at risk.
According to Casino Beats, the MGC has not yet indicated what actions will follow receipt of the responses or set any timetable beyond the November 3 deadline. The submissions are expected to reveal the extent of automated decision-making, the data that informs it, and the safeguards applied when behaviour signals potential harm.
Reporting: Casino Beats
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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