Responsibility is the industry’s common thread. From the moment a consumer spots an ad to when they step onto the casino floor—or download an app—and place their bets, the commitment to responsibility is woven throughout. As we enter another Responsible Gaming Education Month (RGEM), it’s a chance to recognize how far the industry has come since the inaugural 1998 RGEM.
Overview Of Responsible Gambling
Over the past 28 years, the industry has expanded into 47 jurisdictions. The industry has made significant investments in responsible gaming research, campaigns, and training programs, while advancements in technology have made responsible gaming more accessible and now provide opportunities to set limits at the touch of a button.
We’re seeing that impact with greater consumer awareness and access to tools that help people play responsibly. AGA research found that 84 percent of past-year gamblers are aware of at least one tool and, depending on the vertical, between 56-80 percent of players set a budget before playing.
Play Smart From The Start
While most players are aware of these resources, awareness is only the first step. Consumers also need access to clear, practical tools that help them make informed decisions throughout the gaming experience. Last year, we launched Play Smart from the Start, a research-backed platform designed to reach consumers where they are and encourage them to approach gaming positively and intentionally.
The Play Smart from the Start platform is built around three key pillars:
- Play with the Right Mindset: staying focused on fun and enjoyment as the primary goal,
- Know the Rules: making sure consumers understand the games they are playing to make sure every bet stays fun, and
- Act Intentionally: promoting self-control by setting personal limits and boundaries that are unique to each player.
Play Smart from the Start continues to be adopted across the industry and by our members, alongside programs tailored to individual companies. While every operator is different, it’s important that consumers see consistent messaging that encourages positive play.
The AGA continues to encourage the industry—particularly smaller operators and regional properties that may not have the budget or staff to create custom tools—to use Play Smart from the Start as a free resource to strengthen responsible gaming messages and resources. As awareness continues to grow, our goal is to ensure consumers can easily find, understand, and use those resources when and where they need them.
Lack Of Responsibility On “Prediction Markets”
In contrast to the legal gaming industry’s commitment to marketing gambling as entertainment, so-called “prediction markets” are telling courts, regulators and consumers across the country that sports betting as an “investment”—and have made it clear that they do not plan to abide by the same state- and tribal regulations that govern licensed sportsbooks. That means operating without the same responsible gaming guidelines, oversight, and accountability that are required of legal, regulated operators.
Just through July, consumers have seen 232 percent more digital ads for “prediction markets” than they saw in all of last year. These advertisements do not need to include responsible gaming messaging, and some have been filmed in classrooms, presumably targeting 18-20 year olds who largely cannot bet legally in most states.
- Just 34 percent of sports event contract bettors report seeing a responsible gaming message or tool, versus 78 percent of sportsbook users
- Only 28 percent of sports event contract bettors say responsible gaming tools are easy to find on their platform, compared with 58 percent of sportsbook users
Responsible gaming starts with transparency and giving consumers the information and tools they need to make informed decisions. When these platforms refuse to call their product what it is—gambling—that foundation is undermined from the start.
Call To Action For RGEM 2026
September is a moment for operators to review their responsible gaming best practices, invest in new research, and launch new programs that elevate responsibility. For consumers, it’s critical to ensure you’re playing with a state– or tribal-regulated operator. While you’re there, it’s important to play with intention, understand the games you’re playing, and set personal limits that keep gaming fun.
This month brings heightened consumer attention to responsible gaming, and it’s critical that we continue to connect with consumers where they are and provide them with the tools and information they need to play responsibly. Responsibility is our industry’s common thread, and RGEM is an opportunity to highlight that commitment—together with the consumers we serve. We look forward to seeing the industry and consumers come together for yet another successful RGEM.
