How could new and imposing sports betting crackdowns heavily impact brand deals and partnerships?
- A review of the latest advertising regulations facing betting firms in European sports.
- How can the industry combat the negative public and governmental perceptions related to sports betting in order to prevent further limitations?
- What alternative methods of marketing can be exploited to ensure fans are still reached?
- UK vs Us; what attitudinal differences are there on the industry, advertising and responsible gaming and what implications are these having on policy?
Moderator:
Paul NcNea, Commercial Director at Bettormetrics
Speakers:
Anton Severin, Director of Research at the American Gaming Association
Jon Don-Carolis, Commercial Director at Fulham Football Club
Russell Yershon, Director at ConnectingBrands.co.uk
Alberto Eljarrat, Managing Director at Sportium
Across all industries, the public, policymakers and investors have increased their expectations of the business community. The conversation is no longer about job creation and economic contributions but our impacts beyond the bottom line. I see this on Capitol Hill where I am increasingly asked what the gaming industry is doing to advance matters of diversity and sustainability.
The good news is the gaming industry has a strong story to tell.
Responsibility is part of our social license to operate and a core commitment across our industry. Last year, the AGA embarked on an environment, social and governance (ESG) initiative to define ESG for gaming, understand our members’ commitments, and chart a path to push the industry forward.
I’m proud to share with you the result of our initial work today, a compendium that includes an overview of ESG issues for gaming with profiles of AGA members’ specific efforts. This is a foundational document for our ESG efforts.
The findings demonstrate our deep commitment to advancing sustainability, strengthening diversity, equity and inclusion, investing in communities, and responsible leadership. Our members efforts are improving the planet, gaming communities and our employee and customer experience.
This is just a starting point for the AGA and our members. We will use today’s findings to drive honest conversations among our membership—and the industry broadly—about our strengths and opportunities to improve. With the help of industry leaders, this initiative will only make the gaming industry stronger, and I am excited to see the benefits unfold.
All the best,
Bill Miller
President & CEO
Kambi
Advancing Sustainability
Lowering Carbon Emissions
As a digital company, Kambi’s environmental impact is primarily in energy usage and business-related travel. Kambi continuously works to lessen its footprint, including reducing the level of CO2 and distance flown per employee, and will continue to monitor and report on its progress.
Strengthening Diversity, Equity & Inclusion
Increasing Board and Management Diversity
At the end of 2020, 25 percent of Kambi’s executive management team and 40 percent of the Board were women.
Strengthening Employee DEI
Kambi aims to provide an inclusive environment for all, and its diversity and inclusion strategy seeks to ensure that people of all genders and backgrounds have equal opportunity to progress and reach their full potential in a fair, healthy workplace. The strategy features global learning initiatives, improving recruitment reporting capabilities by expanding demographic data, and launching an inclusivity survey to help inform strategy development driven by data.
Investing in Communities
Addressing Critical Community Needs
Each local office performs outreach suited to their environment. For example, at our Manila office employees regularly assist local communities at need through charitable activities, in Malta local schoolchildren are assisted, and at the start of 2022 our Bucharest office mobilized to assist with the developing refugee crisis. The aim is for each employee to be given the freedom to dedicate a working day of their year to local charitable initiatives.
Responsible Leadership
Protecting and Empowering Customers
Kambi was the first sports betting supplier to attain full membership of the International Betting Integrity Association (IBIA). It hosts the industry’s foremost 24/7 Sportsbook Control division, which works proactively to highlight and mitigate any risks relating to fraudulent sports betting activity, protecting sports, our partners and their players. In 2020, Kambi was first to flag more than half of all cases the IBIA investigated for suspicious betting activity and in 2021 were honored with the inaugural Outstanding Contribution to Sports Integrity award at the Global Regulatory Awards.
The company avoids markets where sports betting is not permitted and works closely with regulators based on the highest ethical standards and governance practices. Further, it manages its offer closely to reduce the risk of manipulation.
Training Employees
For its employees, Kambi provides education and support mechanisms to promote responsible gaming, including mandatory employee training on responsible gaming, ethical operations and human trafficking risks. This training is being bolstered to include more tangible, “real world” education modules to better illustrate the importance of these issues, with external guest speakers brought in to address the organization.
Advancing Cybersecurity
In cybersecurity, Kambi has an exemplary record and holds active ISO 27001 and WLA-SCS certifications. Both require continued stringent security management processes and adopting the latest measures to effectively manage the security of data assets such as intellectual property, employee details, and information entrusted from third parties.
A Note from the CEO
In the five years since the end of the federal ban on sports betting, legal wagering’s expansion is well documented: 37 states and the District of Columbia now have legal sports betting and Americans have legally wagered $229 billion, generating more than $3 billion in state taxes.
In recent months especially, policymakers, regulators, advocates and media have raised important conversations around responsible and problem gambling. These are discussions that the AGA and our members are eager to have. The reality is that the legal market is making sports betting safer for Americans, bolstering consumer education, and increasing funding for research and treatment.
I wrote in USA Today this morning about why legal sports betting is benefiting Americans and outlined important next steps we can take to protect consumers:
- States must dedicate funding to advance responsible gaming education, problem gambling services and research.
- Stakeholders must continue to evolve commitments as the market matures—like our recent updates to the Responsible Marketing Code for Sports Wagering.
- Rules need to allow for the promotion of a single, national helpline and anyone seeking help through this national resource should receive consistent, quality care.
As the American sports betting market matures, the AGA and our members will continue to raise the bar to ensure the sustainability of this growing segment of our business.
All the best,
Bill
President and CEO
AGA Speakers
The Great Equalizer: Addressing Responsible Gaming for the Omnichannel Environment
The expansion of legal US sports betting has increased revenues for the lucky few, but responsible gambling seems to only have been supported by a small percentage set aside for gambling treatment. In an often-complex journey to navigate by the consumer what needs to happen beyond just an advertising campaign?
Panelists:
The Super Bowl LV matchup between the Kansas City Chiefs and Tampa Bay Buccaneers will see 23.2 million Americans wager an estimated $4.3 billion, according to American Gaming Association (AGA) research.
With the legal options available in 21 jurisdictions and consumers moving toward the legal market, Super Bowl LIV is expected to generate the largest single-event legal handle in American sports betting history. A record 7.6 million Super Bowl bettors will bet with online sportsbooks this year, up 63 percent year-over-year.
Key Findings
While AGA’s 2020 Survey of American Sports Bettors showed there is consumer confusion over the legal status of many online sportsbooks, consumers feel it is important to bet legally: 65 percent of expected Super Bowl bettors say it is important for themselves personally to use a legal, regulated sportsbook for their bets.
As awareness and availability of legal betting options grows, so do the benefits to consumers: 34 percent of Americans remember seeing responsible gaming messaging in the past year, up five percent from 2020. Super Bowl bettors were even more likely to see responsibility content, with 53 percent seeing responsible gaming messaging in the past year.
If done responsibly, sports betting is a significant opportunity for sports leagues to deepen fan engagement and unlock significant new revenue streams. Previous AGA research shows that 75 percent of NFL bettors say they are more likely to watch a game they bet on. The growth of the market means the NFL is starting to realize the $2.3 billion opportunity that comes from sports betting annually.
Methodology
Morning Consult conducted the online survey on behalf of the AGA between Jan. 25-27, 2021, among a national sample of 2,198 adults. The data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. The margin of error is +/-2 percent and greater among subgroups. Bettors include those who expect to place a bet online, with a bookie, with a casino sportsbook, in a pool or squares contest, or casually with family or friends.
Approximately 13 percent of American adults plan to bet on National Football League (NFL) games this year despite lower enthusiasm from fans in general about the 2020-21 season, according to a new survey from the American Gaming Association (AGA).
Of the estimated 33.2 million adults who plan to bet on this NFL season:
- 20 percent (6.6 million) will wager at physical, legal sportsbooks, up from 18 percent last year.
- 34 percent (11.3 million) will place a bet through legal and illegal online platforms, up from 29 percent.
- 18 percent (6 million) will wager with a bookie, either in person or via a mobile platform, up from 12 percent.
- 26 percent (8.6 million) will bet casually through pools, fantasy contests, and squares, down from 31 percent.
- 50 percent (16.6 million) will bet casually with friends, family, or coworkers, down from 53 percent.
Those who plan to wager on the upcoming season are more enthusiastic than NFL fans overall. Sports bettors are significantly more likely (54%) to be excited about the upcoming season than the general population (18%), self-described avid and general NFL fans (41%), or casual NFL fans (12%). The AGA previously found the NFL stands to gain $2.3 billion annually from legal sports betting, largely due to increased fan engagement.
“The NFL traditionally drives a significant amount of action from sports bettors, and this year appears to be no different,” said AGA President and CEO Bill Miller. “While we’ve known for a long time that bettors are more engaged fans—particularly when it comes to football—continuing to drive them to the legal market is essential for protecting consumers and the integrity of the games they wager on.”
Engagement from sports bettors will prove even more important to the NFL as fans report generally lower enthusiasm for the NFL season. 4 in 10 (42%) American adults say they are less excited about this season than last year, citing the increased political activism around the league (36%), absence of fans in stadiums (19%), and inability to gather with friends to watch games (17%) as the main factors contributing to their lessened interest.
Looking to the Lombardi Trophy, 13 percent of NFL bettors plan to wager on the Kansas City Chiefs to win the Super Bowl, followed by nine percent on the Dallas Cowboys, and five percent each on the Baltimore Ravens, Cincinnati Bengals, Miami Dolphins, New England Patriots, and San Francisco 49ers.
“The legal sports betting market continues to grow to the detriment of dangerous, illegal offshore operators. The NFL and its teams must continue to prioritize and act on the shared responsibility to educate customers on regulated markets and responsible gaming principles in order to realize the full benefit of legal sports betting,” Miller added.
Background
- The NFL and its teams have formed 26 marketing and data sharing partnerships since May 2018.
- 18 states plus Washington, D.C. now offer legal, regulated sports betting, with another four not yet operational and seven considering legalization.
- Seven jurisdictions have launched legal sports betting since the start of the NFL season last fall. In fact, 29 million more American adults have access to legal sports betting in their home state than the start of last season—a 54 percent increase.
- Nearly half (11) of the 23 states that are home to NFL teams have legalized sports betting.
- The AGA’s Have A Game Plan.®, Bet Responsibly public service campaign encourages responsible sports betting behavior, including using licensed, regulated operators.
About the Research
Morning Consult, on behalf of the American Gaming Association, conducted an online survey August 24-27, 2020 among a national sample of 2,200 American adults. The data were weighted to approximate a target sample of adults based on age, educational attainment, gender, race, and region. Results from the full survey have a margin of error of +/-2 percent.
Washington, D.C. – The American Gaming Association (AGA) estimates that Americans will wager a record $1.39 billion legally on Super Bowl LIX, highlighting the continued expansion and enthusiasm around the legal sports betting market.
“No single event unites sports fans like the Super Bowl, and that excitement extends to sports betting, with this year’s record legal handle reflecting its widespread appeal,” said Bill Miller, AGA President and CEO. “This figure underscores the positive impact of the legal market—from protecting consumers to generating tax revenue that benefits communities across the country—while enhancing the game experience for all.”
Americans’ support for legal sports betting continues to grow. According to the AGA’s 2024 American Attitudes Survey, 75% of Americans support legal sports wagering in their home state, and 90% view sports betting as an acceptable form of entertainment. Since the Supreme Court struck down PASPA in 2018, 38 states and D.C. have launched legal sports betting markets, expanding consumer access to safe, regulated options.
With Super Bowl LIX marking another major milestone in the growth of the legal U.S. sports betting market, the AGA is committed to fostering a thriving legal market that promotes responsible gaming, safeguards consumers, and supports long-term economic growth. As part of this effort, the AGA is once again partnering with New Orleans Saints great, college football analyst and responsible gaming ambassador, Mark Ingram II, at Super Bowl LIX. Mark will appear on Radio Row on behalf of AGA’s Have A Game Plan.® Bet Responsibly.™ campaign. He will encourage bettors to bet legally and responsibly on Super Bowl LIX.
To book AGA executives to discuss its Have A Game Plan.® Super Bowl activation and the AGA’s legal wager estimate, please reach out to .
About the AGA’s Methodology
The Super Bowl LIX estimate includes legal wagers only in U.S. legal jurisdictions. Previously, the AGA, using a public survey instrument, arrived at estimates that incorporated all forms of betting on the Super Bowl, including bets made on unregulated or illegal platforms, as well as casual bets (squares, etc.). With years of legal operations in several U.S. states, the AGA now analyzes historical revenue data and other trends to develop a legal wager estimate for major U.S. sports betting moments.
AGA Elevate | Lead – Adapt To Win
August 13, 2018, 9 am PDT – 5 pm PDT
Speaker: Mary C. Kelly
Four Seasons in Las Vegas, NV
In partnership with Global Gaming Women.
In today’s business world, change of many kinds—technological, economic, social, regulatory and environmental—is outpacing the ability of organizations to predict and manage it. In these turbulent disruptive times, the single most important capacity any gaming industry professional can develop is the power to adapt to change and to adapt quickly, intelligently, effectively and efficiently. So how do you do that? Participating in AGA Elevate | Lead – Adapt to Win gives lets you explore specific strategies to foster adaptive capacity.
Is your team leading the gaming industry to improve productivity, profits and communication? Or are you losing top talent and customers while spinning in circles from the fast pace of change? Join us to discover a host of ideas and practical tools for immediate use to succeed in a changing world as you apply aspects of contemporary leadership.
Register now! space is limited.
Registration includes:
- Full day of leadership engagement activities
- Continental breakfast
- Lunch
- Two books authored by Dr. Mary C. Kelly: Why Leaders Fail And The Seven Prescriptions To Success and Master Your World: Ten Dog Inspired Leadership Lessons To Improve Productivity, Profits And Communications.
Pricing
- $495 – AGA Member Fee per person
- $995 – Non-Member Fee per person
- Group Registrations (four) – Purchase three registrations and receive a complimentary fourth registration!
Who Should Attend?
- Casino teams – groups of three or more to encourage organizational learning and champion changes
- Commercial casino c-suite executive team leaders that drive people strategy including but not limited to talent management, retention and promotion
- Senior and mid-level directors responsible for internal customers (employees)
- Emerging leaders, front-line leaders, high potentials
Business Objectives – (how your business will benefit from your employees attending this workshop)
- Develop and foster commercial casino leaders’ ability to quickly and effectively adapt to a changing environment and bring their teams along all while focused on the vison and strategy of the company.
- Unleash the human capital people power of your leadership to nurture your employees so they can adapt quickly and create agile working ecosystems.
- Create, develop and complete a personal leadership action plan, a 5-Minute Vision Plan, a 5-Minute Employee Engagement Plan and a 5-Minute Business Plan that can be shared with the company and used with other employees.
Learning Objectives – (what your employees will be able to do after attending this workshop so your company receives the benefits of the business objectives)
- Explore the benefits of three core techniques and elaborate on practical ways to apply, refine and customize them for your gaming company.
- Discuss common leadership case study scenarios on why good people fail and extrapolate how these apply to your company.
- Elaborate on adaptive capacity techniques for the continually changing gaming community that can help your company Adapt to Win.
About Dr. Mary C. Kelly
Mary Kelly is a speaker, author, consultant and executive coach specializing in improving business efficiency and profits through leadership development. A graduate from the US Naval Academy, Mary has trained over 40,000 military and civilian personnel in multi-cultural environments all over the world. Quoted in numerous periodicals, Mary is a nationally known economist, engaging speaker and author of several books, including Why Leaders Fail, 15 Ways to Grow your Business in Every Economy, 360 Degrees of Leadership: Steering Around the Icebergs and Master Your World: 10 Dog-Inspired Lessons to Increase Productivity, Profits and Communication.
Mary understands leaders need to make the principles of leadership, communication and business growth relevant to leaders at all levels of an organization and strives to achieve this through presentations that engage employees and develop better leaders.
For More Information
For more information contact Allie Barth, AGA’s vice president of industry relations.
WASHINGTON – American Gaming Association (AGA) President and CEO Bill Miller issued the following statement today in response to Congress passing new COVID-19 relief measures:
“The American Gaming Association is encouraged that Congress has agreed on bipartisan legislation, which provides important relief for many Americans and businesses that continue to struggle as a result of the pandemic.
While this much-needed aid is a significant step, it is imperative that the next Congress act swiftly on additional measures to address the economic challenges facing our nation and our industry.
Gaming communities, companies, and employees across the country have been disproportionately affected by the pandemic—enduring mandated closures and operating restrictions, investing heavily in health and safety protocols, and playing a key role in stopping the community spread of COVID. We’ve met these challenges with resolve and resilience.
Congress must do their part to provide meaningful relief for businesses and their communities, whose vitality are inextricably linked. Gaming companies support nearly two million American jobs, provide critical tax revenue, and serve as economic engines in communities all across America.
The AGA looks forward to working with the 117th Congress and the Biden Administration in the new year to provide tax relief that will save gaming jobs and alleviate costs, liability protections that advance responsible reopening, incentives for reviving travel and tourism, and essential support for tribal nations.”