Responsible Gaming: Then & now
There is no industry without initiative – and these days, responsible gaming (RG) schemes live deep within the bones of the gambling business. However, it hasn’t always been that way.
In recent years, responsible gambling initiatives have been forced to evolve amidst the sports betting delirium that has gripped the US since Delaware became the first state to offer single-game sports wagers in 2018. Not to mention, of course, the synonymous boom in iGaming across the globe.
September marks the commencing of Responsible Gaming Education Month (RGEM) in the US. This, then, makes it the perfect time to reflect on 35 years of RG initiatives in the gambling industry – and the field’s current state of play in the North American market.
Looking back, the first-ever RG programme was conceptualised by Caesars (then Harrah’s) in 1989. This was then followed by Satre’s Project 12 to tackle underage gambling and Operation Bet Smart for responsible practices in the mid-90s. It was through the 2000s, however, that people started to take RG more seriously – allowing the approach to hit its stride.
Televised advertising campaigns solely focused on RG began to circulate, with major organisations – such as Caesars – working on company-wide exclusion lists and training initiatives. These contributions opened the door to conversation – stunting the taboo around problem gambling discourse and subsequently evolving the field of responsible gaming into what it is today.
Now, the average bettor will be met with responsible gaming messages on any gambling app, commercial, press release or advertisement with which they seek to indulge
Put together by the American Gaming Association, Responsible Gaming Education Month seeks to highlight the advancements in the field – and often sparks new initiatives from the industry’s elites.
The month entails a range of educational campaigns, activities, training and outreach efforts in order to draw attention to responsible gaming. Gaming operators across the United States are encouraged to utilise these tools to provide enhanced employee training, as well as engaging with their customers both online and in-person.
It’s more fun with a theme!
Last year’s RGEM was broken up into four weekly sections. The month’s first half initially explored empowering customers to play responsibly, followed by how legal and regulated gaming offers protection for players. The second half of the month then followed with looking at how to build a responsible gaming culture from within the industry, concluding with highlighting contributions to research around the issue in recent years.
This time around, the AGA has partnered with MGM Resorts International and BetMGM to promote RGEM 2024 at NFL stadiums across the country. The promotion is set to draw focus on the British Columbia Lottery Corporation’s RG program – GameSense – which has been licensed to MGM Resorts since 2017.
GameSense promotion will be posted around a total of nine NFL stadiums, including the NY Jets MetLife Stadium, the Las Vegas Raiders Allegiant Stadium and GHEA Field at Arrowhead Stadium – home of the Kansas City Chiefs.
This year’s key initiatives
Announcements of RG launches for RGEM have come from three industry giants this year. FanDuel has announced a new partnership with husband and wife, Randy Livingstone, former NBA player and basketball coach, and sports agent Anita Ondine Smith.
The collaboration is titled “Trusted Voices: Conversations About Betting,” and is centred around providing a resource hub – with tools and resources – for discussing gambling risks with younger people.
In addition to the NFL campaign, MGM Resorts has announced a $440,000 contribution towards the International Center for Responsible Gambling and Kindbridge Research Institute. Internally, the organisation has also pledged to conduct extensive employee RG awareness training.
The New York State Gaming Commission, Office of Addiction Services and Supports (OASAS) and the New York Council on Problem Gambling (NYCPG) have come together to form the NY State Responsible Play Partnership (RPP) in support of the AGA’s RG initiative this month. The New York State Gaming Commission has also parented with a variety of local casinos, community organisations and online gaming platforms to promote self-exclusion resources, responsible practice tools and access to counselling services for anyone directly or indirectly impacted by problem gambling.
This year in Responsible Gaming
2024 has seen a lot of responsible gaming activity. Some positive, some less so.
Partnerships and programs such as Betfred’s US Integrity collaboration – and Pennsylvania’s ‘Every Story Matters’ program – are growing in prevalence. 2024 has seen an immeasurable wealth of RG initiatives across all levels of the industry.
The Responsible Gambling Affiliate Association (RGAA) announced the launch of a new membership program in May, whereas, in March, DraftKings launched its new RG promotion tool “My Stat Sheet.”
Moreover, DraftKings has also been involved as one of eight initial member companies – namely; BetMGM, bet365, Fanatics, FanDuel, Hard Rock Digitial, Penn Entertainment & DraftKings – of the newly incepted Responsible Online Gaming Association (ROGA). Between them, the ROGA’s member companies pledged $20m+ in support of the Association’s mission(s) in year one.
Another huge recent victory for RG in North America has been the selection of IC370 and IXUP to develop a centralised self-exclusion list system for Ontario – in partnership with iGaming Ontario.
However, this year (so far) at least 13 professional athletes have faced suspension for gambling violations in North America – at least six of which have been banned for life – not to mention the debacle with Shohei Ohtani’s interpreter. The number of sports gambling suspensions for elite athletes is statistically rising year-over-year.
With legal sports wagering now in 38 states and Ontario, North American sports betting is experiencing an advertising frenzy
Perhaps the most notable example this year was Toronto Raptor’ Jontay Porter’s lifetime ban from the NBA. Porter was discovered to have revealed confidential information to a known NBA bettor – as well as limiting his participation in games for gambling purposes.
There has been a growing prevalence of these kinds of incidents in the US & Canada, however, it is not a problem unique to North America.
In January, former Premier League and Brentford player Ivan Toney returned from his 8-month suspension following 232 breaches of the FA’s betting rules. Shortly after, Newcastle Midfielder, Sandro Tonali, was subject to a two-month suspension for 50 breaches of the same rules.
Advertising
The interchange of sport and gambling is a tale as old as time itself. Despite this, the practice has only been legal in the United States (excluding Vegas) since 2018 – and responsible legislation, particularly surrounding advertising, is still finding its feet.
Commercials frequently feature celebrities and ex-professional athletes offering endorsements for an activity with which they oftentimes cannot participate.
Herein lies the salient difference between North America’s RG approach compared to many other global jurisdictions.
Across the pond, in Europe, gambling advertisement is subject to strict scrutiny, with the likes of Belgium all but outlawing betting advertisements in all forms, while the Irish government introduced an opt-in policy when it comes to gambling advertisement on mobile devices.
Regardless, at present, it would appear that regulators in the US are opting for a more self-exclusion-based approach
Further, the Dutch regulatory framework is consistently updated with an enhanced focus on advertising, such as the tightening of sports betting commercial restrictions introduced this summer for Euro 2024. In the UK, the incoming ban on gambling advertising on the front of football shirts has sparked an influx of teams cashing in before the 2026/27 season.
A study released by the University of Bristol at the beginning of the month reviewed 1,353 social media posts by BetMGM, DraftKings, ESPN Bet and FanDuel on Instagram, X (Twitter) and Facebook between July 29 & August 4 in the US market. It revealed that 75% of the sportsbook’s collective non-sponsored content failed to include helpline numbers of gambling support messages.
The AGA has dismissed the findings as an “irresponsible misinterpretation;” however, the fact remains that general policy around advertising in North America – particularly regarding sports betting – is comparatively lax.
Despite this, there has been little mention of advertising initiatives for this year's RGEM – which begs the question – does it really matter? Do operators simply not want to stop the party, or has regulation in the EU simply allowed advertising to become an issue big enough to demand extremely stringent regulation?
The evolution of the industry demands constant change in the field of Responsible Gaming. As the month of September draws to a close, and 2024 moves into its final quarter, the question is, then – where will it go next?
