AGA: Shaping the future of responsible gaming messaging

Play smart from the start: Shaping the future of responsible gaming messaging

While responsible gaming has always been a priority for the legal gaming industry, it was clear we needed to evolve our approach to reflect how today’s consumers think, feel and engage with gaming. That’s why the American Gaming Association (AGA) recently unveiled Responsible Gaming: Play Smart from the Start – a new approach to RG messaging designed to resonate with today’s players.

What sets this platform apart isn’t just the message – it’s the method of how we got here. Over the last several months, the AGA conducted extensive research with focus groups that captured a broad range of player motivations and perceptions. The takeaway was clear: consumers want to bet responsibly, but current messaging doesn’t always speak to them. Our research uncovered a few key insights:

1. Players believe there is a “right” way to bet. We have an opportunity to reinforce the mindset that responsible betting is the “right” way to wager.

2. Today’s messaging often mixes responsible gaming with problem gambling, leading to player confusion. Our research suggests that effective responsible gaming communication is proactive and empowers players to make informed choices. Meanwhile, messaging about problem gambling should be for those who need professional help.

3. Positive messaging is far more impactful than negative warnings. Our research reveals that consumers are more driven by the desire to enjoy positive experiences, like fun and entertainment, than by the need to avoid negative consequences. Encouraging smart decisions enhances their overall enjoyment. Using these findings, Play Smart from the Start reinforces the idea that gaming should be fun and enjoyed responsibly through three principles:

1. Start every game with the right mindset – be present and know your limits.

2. Act intentionally by setting limits – set a budget, take breaks and stay in control whether you win or lose.

3. Understand the rules and odds of the game – know the rules, understand the odds and bet with intention.

What comes next?

As we continue to roll out Play Smart from the Start, the AGA will collaborate closely with industry stakeholders to integrate this messaging across all marketing and communications. This will reinforce a unified, consistent voice wherever and however players are engaging with legal gaming.

This effort is about more than raising awareness – it’s also about trust. When players see a consistent, clear message across platforms and brands, it signals that the industry is in this together – strengthening consumer trust and benefiting the long-term health of the industry.

Our Play Smart from the Start messaging platform emphasizes that gaming should be a fun and responsible activity.

And when consumers have the right tools to play responsibly, everyone benefits. The legal gaming industry can continue to serve as a trusted, enjoyable source of entertainment.

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