New AGA Research Highlights Surge in Responsible Gaming Investments

Recent research from the American Gaming Association (AGA) has found that the gaming industry is investing significantly more in responsible gaming than ever, reaching $471.8 million spent annually, a 72% increase from approximately $275 million in 2017.  This new data, compiled by a leading international accounting firm, underlines the growing financial commitment of the industry to creating a safe and responsible gaming environment for customers.

RG Efforts Encompass Diverse Initiatives
The study shows that over the past seven years, RG spending has increased more quickly than overall gaming revenues. Substantial financial investments have been made in the following areas:

Customer Service Interactions: $135.4 million.
Developing and Maintaining Responsible Gaming Programs: $122.4 million.
Consumer-Facing Responsible Gaming Education: $107.7 million.
Responsible Gaming Research and Non-Profit RG Organizations: $31.8 million.
Problem Gambling Supportive Services: $26.1 million.

Joe Maloney, AGA’s senior VP of strategic communications, was optimistic that this positive trend would continue. He highlighted that the broader industry invested in more than just responsible gaming and problem gambling resources but was increasingly focusing on ensuring gamblers have the tools, knowledge, and safeguards to play responsibly.

“This impactful rise in RG spending demonstrates the legal industry’s dedication to fostering a safe and informed gaming environment.”

Joe Maloney, AGA senior VP of strategic communications
This newest study arrives during Responsible Gaming Education Month (RGEM) 2024 when industry stakeholders actively showcase their commitment to responsible gaming. Earlier this month, the AGA introduced the Responsible Gaming Intervention Effectiveness Scale. This new tool offers an evidence-based method for researchers, industry operators, and others to measure the effectiveness of responsible gaming messaging.

Local Regulators Must Also Do Their Part
Despite all the industry advancements made in RG spending, there are still challenges at the regulatory level. A recent report by the National Council on Problem Gambling (NCPG), conducted by Vixio Regulatory Intelligence, highlights that many US states fall short of NCPG’s Internet Responsible Gambling Standards.

The report examined the regulatory framework for mobile sports betting across legal US markets as of June 2024.

While the report recognized that some states have created more comprehensive, responsible gambling rules than others, it also provided recommendations for addressing regulatory gaps that would enable better consumer protections. Improved RG efforts by operators should complement state-level policies, creating a comprehensive layer of protection against gambling harm.

“We look forward to seeing the work done throughout this past month provide a springboard for continued advancements in responsible gaming in the months and years to come.”

Joe Maloney, AGA senior VP of strategic communications
The growing investment by the gaming industry in responsible gaming reflects a proactive approach to addressing potential harm and fostering a safer gambling environment. In continuing to support research and building tools such as the Intervention Effectiveness Scale, these advancements will enhance responsible gaming education and resources and set higher consumer protection standards across all gaming markets.