Outdated stereotypes targeted
The American Gaming Association has launched what it calls its most aggressive effort ever to promote the value of the gaming industry, combat outdated stereotypes and to “pave the way for gaming’s next generation, where regulatory policy must encourage innovation and financial efficiencies, according to a statement from the organization.
The AGA’s “Get to Know Gaming” campaign will tell the story of gaming’s impact on communities across the country through cutting-edge communication techniques informing policymakers, opinion leaders and other key influencers. The program will highlight the industry’s partnership with community leaders, law enforcement, small businesses and the nearly 1 million Americans it employs.
“The American Gaming Association will ensure that our industry’s extraordinary story is heard,” said Geoff Freeman, president and CEO of the AGA. “We are entering a critical stage in the gaming industry’s evolution. Nationwide expansion is running head-first into unsustainable tax rates and regulatory inefficiencies. ‘Get to Know Gaming’ will help to establish gaming as a mainstream business and pave the way for critical, pro-innovation reforms.”
In early June, the AGA will kick off its campaign with the release of a detailed, nationwide survey providing an up-to-date profile of casino visitors and insights about the people who play at casinos.
“Gaming is an engine of growth that powers economic development and job creation everywhere it operates,” said the AGA’s statement. “According to a 2012 report by the Brattle Group, the commercial casino industry generates about $125 billion per year in direct and indirect spending, including purchases from suppliers and salaries and benefits for more than 800,000 employees across the U.S.
“Gaming-related jobs span a range of responsibilities that extend far beyond the casino floor. Professionals in accounting, hotel management, information systems, technology, software, food and beverage, retail, entertainment and more find rewarding careers in the gaming industry.
“These jobs were supported by the more than one-third of Americans—or about 76 million people—who visited a casino in 2012. Half of all Americans enjoyed one form of gaming or another, such as lotteries.”
The promotional effort will specifically target outdated stereotypes about casinos that are still pervasive in the U.S.
“Communities with casinos have found them to be outstanding partners that fully integrate with the cities and towns in which they operate,” the statement said. “Casinos buy supplies from local small businesses, including minority- and women-owned companies, hire local workers and partner with local charitable organizations. They also attract visitors of all types who want to enjoy the variety of entertainment options casinos provide.”
The “Get to Know Gaming” campaign will release expansive research to show what Bethlehem, Pennsylvania, Kansas City, Missouri and other communities have gained from their partnerships with the gaming industry. “Casinos attract a diverse group of visitors, and serve as valued partners and as one component of a strategic and multi-faceted economic development plan,” the statement said.
The promotional effort will outline the widespread acceptance of gaming across the U.S., with all but two states allowing some form of gaming. It will also target onerous tax rates as unfair treatment of the gaming industry that no other industry endures.
“Many industries demand tax subsidies from states and communities before opening a plant or manufacturing site,” said the AGA statement. “But many states adopt the ‘tax and torture’ model with the gaming industry. Rather than tax breaks in exchange for creating jobs, the gaming industry often confronts punitive tax rates that limit the industry’s ability to innovate and reinvest in its product.”
Last week, the AGA held a “fly in” meeting in Washington with more than 40 member professionals from government affairs, communications, public affairs and compliance to discuss the campaign the role each company would play.
The agenda included:
• An overview from Congressional staff on the state of play in Washington with a focus on legislation of interest to the gaming industry—such as immigration, tax reform, travel and tourism promotion, terrorism risk insurance, among others;
• Expert insight from the University of Virginia’s Center for Politics founder and director Dr. Larry Sabato, who discussed how the political landscape is shifting and gave an election overview; and
• Increased awareness on federal regulatory compliance with anti-money laundering laws, and opportunities for engagement with FinCEN, the oversight agency.
