The U.S. gambling landscape is undergoing steady transformation, with regulated markets now spanning more than half the country. Although the pace of expansion has slowed in recent years, national advertising by licensed operators has significantly increased public awareness of online gaming. Today, the industry is equipped with vast amounts of player data and advanced AI capabilities, which are already being used to strengthen player protection frameworks.
However, there remains untapped potential to more proactively apply these technologies particularly in identifying at-risk behavior and enhancing harm prevention strategies. Regulators have a critical role to play in fostering a level playing field and encouraging the responsible use of technology to enable timely, effective, and personalized interventions.
Predictive Player Protection
The traditional responsible gambling toolbox; deposit limits, self-exclusion, reality checks represent an important and foundational ‘first generation’ suite of protection. Their fundamental limitation? The interventions do not take into consideration individual risk profiles and are applied after patterns are formed or harm has occurred. Additionally, they require the player to be aware and act. In today’s digitalized society, where consumers expect seamless experiences across platforms, we can do better.
Data is a very valuable resource for understanding player behavior and for creating effective, proactive safeguards that are personalized. Operators already use sophisticated algorithms to personalize marketing. The same granular behavioral data – like analyzing sudden deposit increases, changes in session frequency, late-night play surges, product-switching behaviors – can, and is, revolutionizing player protection.
AI-driven systems, like Playtech’s BetBuddy, can identify early risk signals with remarkable precision. Once these models detect concerning patterns, AI can trigger immediate, tailored responses, from gentle nudges to deposit suggestions, before harmful behaviors become entrenched. Supporting research has shown that, when applied, these tools, which are based on specific behavioral patterns – can be much more effective than blanket RG campaigns.
Evidence shows that in controlled trials, 15% of high-risk players applied deposit limits within an hour of receiving AI-generated personalized messages. This represents the shift to proactive behavior modification, changing players’ behavior before harm occurs and gambling continues to be fun, enjoyable and safe.[1]
Imperative Intervention
Identifying risk is only the first step and are only meaningful if applied with a meaningful intervention that matches the level of risk detected for a player. The most effective approaches integrate multiple interventions including in-game messaging, email and SMS for follow-up support, chatbots for instant assistance, and, of course, human intervention for high-risk situations.
A multi-layered response helps ensure players receive appropriate support scaled to their specific circumstances. A player showing mild risk indicators might receive educational content about positive play principles, whilst someone exhibiting more severe warning signs gets immediate human intervention assistance.
The timing and nature of intervention also matters. In our digitalized society where ‘shopping around’ is effortless and patience for friction is minimal, ill designed interventions and/or perceived over regulation can have the unintended consequence of driving players away from the very protection these measures intended to provide.
The Evolution of Research in Responsible Gambling
To drive meaningful progress in player protection, evidence-led policymaking must become the norm. Achieving this requires a robust, well-funded research infrastructure one that is empowered by the industry’s rich data capabilities. When combined, these assets can become a powerful engine for advancing harm prevention research.
Some regulated jurisdictions are already setting a strong precedent. In West Virginia, legislation mandates that operators share anonymized player data with academic institutions, enabling independent research and insight generation. Similarly, New Jersey has established a long-standing partnership with Rutgers University to support data-driven approaches to responsible gambling. These models demonstrate how collaboration between regulators, industry, and academia can unlock the full potential of technology to inform smarter, more effective policy.
Most recently, UNLV launched a groundbreaking initiative to drive forward AI research and promote the adoption of trustworthy and responsible AI. The AI Research Hub (AiR Hub) represents a significant new collaboration focused on exploring the impacts, risks, and opportunities of artificial intelligence within the gambling industry.
This type of research collaboration can serve multiple purposes: validating AI models, refining intervention strategies, and providing regulators with evidence to guide policy decisions. By adopting a collaborative approach, regulators, the industry and research institutions can bring complimentary skills and capabilities together to advance player protection
Empowering through Education
The concept of positive play represents a shift away from merely providing to empowering consumers through education. The approach recognizes that the majority of players enjoy betting and gaming in a responsible way and make informed choices, supported by the right information and tools.
An important consideration with responsible gambling education is to remove the stigma from gambling discussions. When gambling is stigmatized, there is also the risk that players try to hide problematic behaviors and avoid seeking help early on. It is important to support and enable open, honest conversations about both the entertainment value and potential risks create environments where people can enjoy their entertainment activity and can access support when needed.
The Collaborative Imperative
The most effective player protection strategies are born from meaningful collaboration. Regulators, operators, and other stakeholders across the gambling ecosystem each bring unique strengths whether it’s access to data, technological innovation, or policy expertise. To truly advance safer gambling, we must foster deeper partnerships that move beyond transactional compliance.
Industry stakeholders possess valuable insights and tools that can inform smarter, more responsive interventions. At the same time, operators must shift from a mindset of ticking regulatory boxes to embedding player well-being throughout the customer journey.
A collaborative approach benefits all parties: players receive more personalized and effective safeguards; operators build trust and ensure long-term market sustainability; and regulators are better equipped to deliver on their mandate through evidence-based, tech-enabled policy.
The Path Forward
At the same time that online gambling is maturing in the US, so are the advancements in player protection through the use of player data and AI to enhance proactive and personalized harm prevention and proactive intervention.
Looking ahead, the question for the sector is how we can foster collaboration amongst regulators, operators, and researchers to support evidence-based policies, further AI advancements and advance effective interventions to deliver safer gambling and entertainment sectors.
Charmaine Hogan is Global Head of Government Relations at Playtech.
