Building trust: Safer strategies for the modern world

In today’s gambling industry, operators must do more than offer exciting games, big jackpots, or attractive odds ‒ they must earn the deeper trust of their customers. That trust is critical if players are to adopt and regularly use responsible gambling (RG) tools. Without confidence in an operator’s motives and integrity, players may view these tools as checkbox compliance, corporate posturing or even mechanisms to protect the operator rather than the customer.  

Building trust is therefore not just ethical, it’s essential to both safer gambling and sustainable business. 

Awareness ≠ adoption 

The first step is ensuring customers even know RG tools exist. According to recent research by the American Gaming Association, 84% of past-year gamblers are aware of at least one responsible gaming tool, and more than 75% of those aware believe the tools are effective. Awareness is high and audiences are receptive, but awareness alone doesn’t translate to adoption. 

Operators that merely post RG slogans risk being seen as paying “lip service.” By contrast, operators that embed RG tools into the player experience and provide personalized feedback on spending and risk help normalize safer gambling. When players receive clear, candid data about their behavior, they are more likely to reflect on their play and act on reminders to set limits. 

Incentivizing customers to use RG tools can also move the needle. Simply put, money talks: if even a portion of the average player bonus were instead offered as an incentive to set a limit or take a self-assessment, adoption rates would likely rise dramatically. Trust builds RG tool usage – and RG tool usage builds trust. 

Reputation & public sentiment 

While a majority of Americans still support legal gambling, trust doesn’t exist in a vacuum and public attitudes can shift quickly. The UK offers a cautionary tale: perceptions of industry excess sparked public backlash and led to sweeping restrictions. The warning lights are flashing in the US as well. 

In 2025, a Pew Research Center survey found that 43% of US adults now believe state-sanctioned sports betting is a “bad thing for society,” up from 34% in 2022. Among young men, opposition to legal sports betting jumped from 22% in 2022 to 47% in 2025. Similarly, an early 2025 Sacred Heart University poll found that about half of Americans believe sports betting has a more negative than positive effect on society, while only one-third view the impact as positive. 

In this climate, building trust isn’t optional – it’s urgent. 

Why trust fosters responsible gambling 

In a July 2025 Betting Hero survey of iGaming players, trust in operators to help with problem gambling issues is evenly split. But there is a clear connection between RG tool usage and trust. For users who trust an operator, 58% report using their RG tools. Only 14% of those who didn’t trust the operator used their RG tools. 

Trust reduces skepticism that RG programs exist only to satisfy regulators or improve optics. It also strengthens customer retention. Players who feel respected and protected are more likely to stay loyal, while those who feel manipulated may churn quickly and complain loudly. This hurts reputation, invites regulatory scrutiny and sparks negative media attention. 

Investing in trust 

Americans may accept gambling as part of everyday life, but they’re growing uneasy about its social costs. The industry’s long-term success will depend on how credibly it demonstrates responsibility and care. Every investment in safer gambling is an investment in trust.  

David Thompson

Editor

Good iGaming content works like a well-balanced system. When the math, structure, and testing align, players can see exactly where the value lies.

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