AGA Reveals Industry Raises Responsible Gaming Spending to $472 Million

By Jane Shaw Senior Editor Updated: 10/07/2024

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Increase in Responsible Gaming Investments

The American Gaming Association (AGA) recently published the results of its latest study on responsible gaming. Research shows that the US gambling industry spent over $472 million in 2023, a 72% increase from 2017, when investments were no more than $275 million. The AGA survey reveals the industry is directed toward creating a safer environment as more states legalize online gambling.

72% Growth in RG Investments Since 2017

Ever since the gambling market started to expand in late 2017, the responsible gaming cause has seen a significant expansion. When the Professional and Amateur Sports Protection Act (PASPA) was judicially overturned in 2018, the states received the right to legalize betting. As legal gambling has expanded, so too has the industry’s focus on responsible gaming measures to protect players and promote safe practices.

According to the AGA study, the largest portion of the spending went toward customer service interactions, which accounted for $135.4 million. This was followed by developing and maintaining responsible gaming programs at $122.4 million and consumer-facing responsible gaming education, which saw $107.7 million in investments. Furthermore, research and support for non-profit organizations received $31.8 million, while problem gambling supportive services garnered $26.1 million.

The Industry is Proactively Investing

Joe Maloney, AGA Senior Vice President of Strategic Communications, stated:

This impactful rise in RG spending demonstrates the legal industry’s dedication to fostering a safe and informed gaming environment”. He also added that “beyond the considerable taxes gaming companies contribute to fund responsible gaming and problem gambling resources, the industry also proactively invests hundreds of millions of dollars more to ensure our customers have the tools, knowledge, and safeguards to play responsibly.

These proactive measures extend beyond legal obligations. In most US jurisdictions where gambling is legal, tax revenues are earmarked specifically for responsible gaming programs, including education, research, and treatment services. Gaming companies themselves have also gone a step further by allocating substantial internal budgets to develop customer-facing initiatives.

New Tools and Research During RGEM 2024

The new AGA report was released during Responsible Gaming Education Month (RGEM) in September 2024, with one of the key highlights being the launch of the Responsible Gaming Intervention Effectiveness Scale (RG-IES). This first-of-its-kind research tool is designed to help academics, regulators, and gaming operators assess how effective responsible gaming messages and programs are.

As more states legalize gambling, responsible gaming has become an increasing priority across the industry. Right now, each state manages responsible gaming in its own way, but two federal bills aim to create a national framework. These bills would direct funding toward research, education, and support programs while also setting federal rules for advertising and other responsible gaming issues.

US Representative Paul Tonko and Senator Richard Blumenthal introduced the SAFE Bet Act. In July 2024, the GRIT Act was filed, proposing using existing federal gambling excise taxes to support problem gambling and responsible gaming programs.