The gaming industry has evolved significantly in the past two decades, both in the United States and globally. As someone who has been involved in responsible gambling/gaming (RG) on the supplier side for 25 years, I now oversee RG for the Association of Gaming Equipment Manufacturers (AGEM). The growth of AGEM mirrors the expansion of the industry itself, transforming from a small group of major machine manufacturers into a global trade organization with members from 22 countries, making it the largest of its kind worldwide.
Today, the industry’s engagement with RG involves various stakeholders, including lotteries, tribes, universities, digital payment companies, banks, law firms, sports leagues, online gaming interests, advocacy and treatment groups, researchers, and third-party RG technology companies. Despite this broad spectrum of involvement, many members of the public and even some regulators are still unaware of RG’s crucial role as part of consumer protections.
In Nevada, individuals struggling with gambling problems often find it challenging to access help, especially in the digital age of social media and online news. It has become increasingly difficult to reach these individuals with relevant information, and a potential advertising ban on gambling-related content could worsen this issue.
Although AGEM game providers in regulated jurisdictions have implemented RG technology requirements for games, such as setting deposit and loss limits, viewing account balances, tracking playing time, accessing RG guidelines, finding help resources, and self-excluding, the uptake of these safety features remains relatively low. Only 2-4% of players use these tools in most jurisdictions. This is concerning, especially as there is a shift towards black-market sites that lack these safety measures.
One effective way to promote responsible gaming is through impactful advertising campaigns, such as the Caesars Sportsbook Super Bowl commercial featuring the Mannings and Halle Berry. This ad highlighted the company’s commitment to responsible gaming and promoted the tools available on the Caesars Sportsbook app to help players enjoy themselves while staying within responsible boundaries. Leveraging celebrities and sports figures in messaging can help reach a broader audience and raise awareness about responsible gaming.
Major casinos often provide RG/PG training for employees and employ ambassadors to engage with players at risk. Sports leagues and online betting companies are also partnering with problem gambling advocacy organizations like the National Council on Problem Gambling (NCPG) to promote responsible gaming. The NFL’s significant donations to the NCPG and AGEM’s fundraising efforts for the International Center for Responsible Gaming (ICRG) demonstrate a growing commitment to addressing problem gambling.
With the legalization of online gambling and the rise of digital payments, new challenges in RG/PG have emerged, such as “gamblification” in children’s games. Collaborative efforts, like AGEM’s upcoming webinar during RGEM titled “Better Together,” aim to bring together experts in the field to discuss effective strategies for raising awareness about RG/PG and protecting players.
By uniting gambling companies with RG/PG interests, AGEM and other organizations seek to expand understanding of gambling addiction and emphasize the importance of player protections. Ultimately, by safeguarding players, we also safeguard the industry as a whole.