AGA: Gambling advertising spend falls 15% during 2024, increases 5% for sports betting

The Association hosted a webinar on April 29, discussing recent trends in gambling advertising and the research behind its responsible gaming initiative for 2025.

The American Gaming Association (AGA) hosted a webinar on April 29, detailing recent trends in gambling advertising as well as how the organization developed its new Play Smart from the Start responsible gaming campaign. 

The AGA’s VP of Research, David Forman, pointed to how gambling advertising spend fell 15% year-over-year during 2024, while sports betting advertisement volume decreased by 9% across all channels from the prior year period. 

Sports betting advertising spend increased 5% year-over-year throughout 2024, however, but the volume of advertisements which include the offering has fallen 27% since its peak in 2021. 2024 represents the third consecutive year gambling advertising spend has decreased according to the AGA, with such advertisements appearing 44% less on television throughout 2024. 

Forman stated how these numbers have decreased across gambling as a whole and sports betting specifically despite an overwhelming opinion that these advertisements are “inescapable” for consumers. Sports betting accounted for just 0.8% of all national television advertising spend throughout 2024 according to Forman, while 0.4% of television advertising volume belonged to the vertical over the past two years. 

Taking this all into account for the AGA’s new Play Smart from the Start responsible gaming campaign, Forman shared how the Association is looking to create a “unified industry voice” with the initiative, while differentiating the goals of responsible gaming and problem gambling. 

“We found that traditional RG messaging was not resonating with consumers because they believed problem gambling was regarded in the same fashion as responsible gaming, which is simply not true,” Forman said. 

Heart and Mind Strategies SVP Darren Bishop explained how the Play Smart from the Start campaign came to be, as the AGA and its partner sought an understanding of responsible gaming perceptions and how it connects with consumers. 

Good to know: During an AGA webinar on March 27, members of the African Americans in Gaming organization spoke on responsible gaming initiatives currently being carried out in the US and Canada

The AGA, along with Heart and Mind Strategies, conducted multiple studies throughout 2024 in order to land on the new tagline, as well as fresh branding and audience insights. The two organizations used interviews with key stakeholders, focus groups that included US residents who gamble often and quantitative research to develop the initiative. 

Bishop explained the new tagline “exceeds alternatives” in direct head-to-head comparisons, while the AGA looked to push responsible gaming efforts through emotional connections with consumers. He also shared data such as how 6% of gamblers had never previously heard of responsible gaming prior to the study, but that 50% already believe they are gambling in a healthy fashion. 

Using a highlighter exercise to establish preferred phrases amongst the focus groups, the AGA and Heart and Mind Strategies eventually landed on Play Smart from the Start, with “smart” forming a key connection with consumers. 

Bishop also noted how a significant barrier exists in responsible gaming of consumers believing the gambling industry encourages unhealthy play to generate more revenue, but the Play Start from the Start campaign will act as the first step to overcoming this. 

Kirk Geller

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