Responsible

The adrenaline of chance.
The excitement of winning.
It wouldn’t be possible without
a foundation of responsibility.

Starting the moment an account is opened to when we payout winnings, our top priority is ensuring customers play responsibly and for fun.

From its inception in Atlantic City to the evolution to a new era of gaming today, responsible gambling is ingrained in our DNA. Learn more about today’s gaming industry and our commitment to responsible leadership.

Engaging in Responsible Play

Whether slots, table games, sports betting or iGaming, gambling is an popular form of entertainment for American adults. AGA research shows that nearly half of all American adults (49%) participated in some form of gambling in the past year.

Most Americans who choose to gamble do so for entertainment. We want customers that enjoy using our products for entertainment value which is why we provide tools and resources for all customers so that they can identify what works for them to engage responsibly.

If you’re getting in on the fun, make sure to Have A Game Plan and bet responsibly.

Meeting High Regulatory Standards

Gaming is one of the most regulated industries in the U.S.

More than 5,000 dedicated state and tribal regulators establish and enforce robust license and regulatory frameworks. These regulators work every day to provide careful and effective oversight and ensure it evolves with the growth of the marketplace. Our members recognize every license to operate is a privilege, not a right, and are focused on meeting and exceeding regulatory standards.

Beyond regulatory oversight, AGA members abide by our Responsible Gaming Code of Conduct, a pledge to prioritize responsible gaming as an integral part of our industry’s daily operations.

Resource

Responsible Code of Conduct

The AGA and its members pledge to prioritize responsible gaming as an integral part of our industry’s daily operations.
Learn More

Advertising Responsibly

Advertising is critical to migrate customers to the legal market, ensure they see responsible gaming messages, and build a thriving marketplace.

DID YOU KNOW?
Sports betting advertising has declined with the growth of the market. According to Nielsen Ad Intel, sports betting advertising spending fell 14.7% and volume declined 11.2% in 2023. Sports betting television ads accounted for .4 percent of all spots in 2023, down from .5 in 2022.

Leveraging Technology

Like any industry, the gaming industry is exploring how to integrate new technologies and data to improve products and cater to customers.

Most importantly, we are leveraging new technologies to advance responsible play. AGA members are working to marry research on responsible play and problem gambling, data from customers and machine learning, and customer service to identify potentially risky patterns and support positive player experiences or provide help, if needed.

Ensuring Help is Available

The expansion of legal gaming in the U.S. means there’s never been more attention paid, more resources invested or more programs dedicated to responsible and problem gambling than there is today.

Problem gambling helplines like 1-800-GAMBLER are vital for providing support and counseling to those for whom gambling is no longer fun. Today, we are the top marketer of problem gambling helplines.

If you or someone you know is struggling with a gambling problem, help is available.

DID YOU KNOW?
Our industry is responsible for nearly all state-level funding for responsible gambling programs and problem gambling services. Nearly every dollar states earmark for problem gambling prevention and treatment – about $100 million last year – comes from taxes paid by the casino gaming industry, including growing sports betting and iGaming taxes.

Protecting Younger Populations

Gambling is entertainment strictly for adults. Ensuring that casino gaming activities are only engaged by responsible adults is a prerequisite for regulated gaming companies. Whether online or in-person, our industry applies robust Know Your Customer protocols to confirm the age, identity and source of funds of players.

DID YOU KNOW?
The AGA’s Responsible Marketing Code for Sports Wagering sets specific limits to protect young adults and underage audiences, including bans on college advertising and targeting advertising to 21+ audiences. According to Nielsen Ad Intel, nearly 95% of AGA member ad impressions were delivered to viewers 21+ in the past year.

In addition to legal industry efforts, parents play an essential role in preventing underage gambling. Verified players, including parents, should never provide access to minors to gamble. It is not only against the law and violates an operator’s terms of service but puts an adult product in the hands of a vulnerable population. Instead, like any other adult product, families should have a healthy dialogue about the risk of gambling, the legal age, and how to engage responsibly.

Investing in Responsible Gaming

AGA members dedicate hundreds of millions of dollars every year to provide tools for customers to bet responsibly, train employees to monitor and engage players who need help, and fund research to prevent and treat problem gambling.

We lead investment in responsible and problem gambling research. Since 1996, the gaming industry has committed more than $40 million to independent academic research to better advance responsible gambling and treat problem gambling. That includes $10 million in the last five years alone.

AGA members devote millions of dollars every year to meet high regulatory standards, give customers the knowledge and tools they need to bet responsibly, and train employees to monitor and engage players who need help.

Member Commitments

AGA members continue to invest in education, research and programs to advance responsible play.