New American Gaming Association Data Shows RG Focus Improving in the US
The American Gaming Association (AGA) has released new research indicating significant improvements in responsible gambling (RG) efforts across the US, encompassing both land-based casinos and the sports betting sector. The research, conducted by Kantar, surveyed 2,000 nationwide voters online between July 31 and August 9, offering fresh insights into consumer perceptions of the gaming industry's practices.
An ad for the American Gaming Association's Have a Game Plan responsible gambling program. (Source: AGA)
LISTEN TO THIS ARTICLE:The AGA's findings, published on August 28, underscore growing public confidence in the gaming industry, with 75% of respondents affirming that gaming operators "behave responsibly in the communities where they operate." This positive sentiment extends beyond general gaming to the increasingly popular domain of sports betting.
The survey revealed that 90% of respondents consider sports betting an acceptable form of entertainment, and 75% expressed support for having legal sports betting available in their state. This level of acceptance is notable as sports betting continues to expand across the country, currently being legal in 38 states and Washington, DC. However, it's also important to note that no new states have legalized sports betting so far this year.
The primary focus of the AGA's research was on responsible gambling, a critical area of concern for both regulators and the public. The survey results showed that 65% of respondents believe that the U.S. gaming industry is sincere in its efforts to promote responsible gambling, marking a significant increase from 55% in the previous year.
This rise in positive perception was even more pronounced among active casino and sports betting participants. For casino goers, 81% expressed confidence in the industry's RG initiatives, up from 70% last year. Among active sports bettors, the figure was even higher at 88%, compared to 78% in the previous year.
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Growing Confidence in the Gaming Industry
The growing trust in responsible gambling efforts is also reflected in how American bettors and non-bettors view the industry's advertising practices. According to the survey, nearly two-thirds (65%) of respondents believe that the gaming industry is "truthful in its marketing and advertising," representing a 7% increase from the previous year.
Additionally, 73% of respondents consider the industry's marketing efforts to be responsible, which is a 5% improvement from last year. These increases suggest that the industry's efforts to ensure its advertising aligns with responsible gambling principles are gaining traction among the public.
The effectiveness of responsible gambling programs was another area where the AGA's research revealed progress. 66% of respondents said that they believe RG programs are effective, marking a 7% increase from the previous year. Among those who actively participate in gaming, these figures were even higher, with 79% of casino patrons and 85% of sports bettors expressing confidence in the effectiveness of RG programs.
The AGA's research serves as an important indicator of the evolving landscape of responsible gambling in the US. With increasing consumer trust and a growing belief in the effectiveness of RG initiatives, the gaming industry appears to be on a positive trajectory. As the industry continues to expand, particularly in the area of sports betting, maintaining and further improving responsible gambling practices will be essential to sustaining public confidence and ensuring the long-term viability of legal gaming in the US.
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