Twenty years ago, few could have predicted the dramatic changes we see today in the gaming industry, both in the U.S. and abroad. I have been involved in responsible gambling/gaming (RG) on the supplier side for 25 years, and now oversee RG for the Association of Gaming Equipment Manufacturers (AGEM). The growth of AGEM reflects the expansion of the industry itself. What began as a small group of major machine manufacturers has grown into a global trade organization with members from 22 countries, making it the largest of its kind in the world.
Today, the industry’s engagement with RG encompasses a diverse array of 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, to name a few. Yet, many members of the public—and even some regulators—remain unaware of RG’s critical role as a subset of consumer protections.
In Nevada we’ve learned that individuals struggling with gambling problems still find it difficult to access help. In the digital era of social media and online news, reaching these individuals with relevant information has become a significant challenge. A potential advertising ban on gambling-related content would only exacerbate this issue.
AGEM game providers in regulated jurisdictions have excelled in meeting RG technology requirements for games. These tools may include features like the ability to set deposit and loss limits, view account balances, track time spent playing, access RG guidelines, find help resources, and self-exclude. Developing these technologies has required a tremendous investment of time and money. However, uptake of these safety features remains relatively low, with only 2-4 percent of players using them in most jurisdictions.
Despite these efforts to protect players in regulated markets, we are witnessing a shift toward black-market sites, where no such safety measures exist. In France, for example, it was recently reported that the number of players on illegal sites now exceeds those in the legal market. Many players are drawn to these sites by the anonymity, exciting bonuses, and absence of deposit limits or other “stifling” RG features. These may well be the players most at risk.
So how can we work “Better Together” to protect players—or more importantly, encourage them to protect themselves?
One of the most impactful RG ads I’ve seen recently was a Caesars Sportsbook Super Bowl commercial featuring the Mannings and Halle Berry. The ad highlighted the company’s decades-long commitment to responsible gaming and promoted the tools available on the Caesars Sportsbook app to help players have fun while staying within responsible boundaries. Celebrities and sports figures captivate today’s audiences, and we could do more to reach the public using similar messaging.
Most major casinos provide RG/PG training for employees and often employ “ambassadors” to engage with players who may be at risk. Sports leagues and online betting companies are also embracing RG by partnering with problem gambling (PG) advocacy organizations, such as the National Council on Problem Gambling (NCPG).
Recently, the NFL announced a $6.4 million donation to the NCPG, following a previous $6.2 million, three-year grant awarded in October 2021—the largest in NCPG’s nearly 50-year history. This funding supports Agility grants, which empower nonprofits to implement and expand problem gambling prevention programs in their communities. Additionally, AGEM has raised over $2 million for the International Center for Responsible Gaming (ICRG) through its AGEM/AGA Golf Benefit, hosted by JCM. The ICRG (formerly the National Center for Responsible Gaming) is a U.S. nonprofit dedicated to funding scientific research on gambling addiction. Tribes and lotteries have also become some of the largest supporters of RG/PG conferences in the U.S.
The legalization of online gambling and the rise of digital payments have opened a Pandora’s box of RG/PG concerns.
“Gamblification”—the integration of gambling elements into unrelated contexts, such as loot boxes in children’s games—presents another layer of challenges. Once again, how can we work “Better Together” to protect players?
AGEM will host a webinar during RGEM titled “Better Together,” where four of the most experienced and knowledgeable professionals in the field of problem and responsible gambling will discuss how we can collaborate more effectively to raise awareness of RG/PG during RGEM.
Speakers are:
Keith Whyte, Executive Director of the NCPG, who brings over 25 years of experience advocating for problem gambling prevention and treatment in North America. Keith engages with all factions of the RG/PG community and understands the dynamics of bringing them together.
Alan Feldman, Director of Strategic Initiatives for UNLV’s International Gaming Institute and Chair of the ICRG, who spent 30 years with MGM brings deep insight into responsible gambling from both an operator’s and researcher’s perspective.
Jennifer Shatley, Executive Director of the newly formed Responsible Online Gaming Association (ROGA), an independent trade association launched by seven of the largest U.S. legal mobile gaming companies. With over 30 years in the industry, Jennifer formerly headed RG at Caesars Entertainment and will lead efforts to advance RG initiatives for online sports betting companies.
Ian Shanahan, Director of Business Development and Corporate Partnerships at Young Gamers and Gamblers Education Trust (YGAM), has over 30 years of experience in the gambling industry. His work with YGAM focuses on preventing gambling harms among children and young people through education and research.
AGEM will continue to unite gambling companies with RG/PG interests to expand the understanding of gambling addiction and promote the importance of player protections. After all, by protecting our players, we protect our industry.
