AGA unveils responsible sports betting ad campaign

The American Gaming Association is doubling down on its responsible marketing efforts.

The American Gaming Association (AGA) has launched a new advertising campaign designed to help educate consumers about responsible sports betting.

This news comes after the National Council on Problem Gambling (NPG) published guidelines for payment providers back in February.

A bit about the campaign

The AGA’s campaign, which has been dubbed the ‘Have a Game Plan, Bet Responsibly’ campaign is currently live in the Capital One Arena in Washington DC and T-Mobile Arena in Las Vegas, Nevada and has plans to launch the campaign in other states.

The campaign will focus on “bolstering” responsible gaming engagement from sports leagues, teams and other stakeholders in the US sports betting marketplace.

The campaign will focus on four key responsible sports betting principles which are: Set a budget and stick to it, Keep it social: play with friends, family, and colleagues, be informed: learn the details of the games you’re playing and play with trust licensed, regulated operators.

Bill Miller, president and CEO of the American Gaming Association, said: “This is a watershed moment for sports betting in the United States. Roughly 100 million Americans will be able to legally wager on sports in their state by the end of this year. It’s more important than ever that the gaming industry, and our new partners in the sports betting ecosystem, are proactive in equipping patrons with the tools they need to engage in these offerings in a responsible manner.”

Jim Van Stone, president, business operations and chief commercial officer of Monumental Sports & Entertainment, said: “Monumental Sports is proud to support the AGA’s Have a Game Plan™ campaign in Capital One Arena and establish a high bar for responsibility, even before legal sports betting launches in Washington, DC”

Vegas Golden Knights President Kerry Bubolz said: “The Golden Knights are pleased to work with the American Gaming Association to extend our state’s longstanding commitment to responsibility by encouraging all of our fans to Have a Game Plan™.”

Sports betting in the US

Since the repeal of PASPA in 2018, a total of 14 states currently offer some form of legal and regulated sports wagering.

Of the states that offer legal sports betting only a handful offer online or mobile betting, which includes Nevada, New Jersey, Pennsylvania, New Hampshire, West Virginia, Indiana, Iowa, Oregon and Rhode Island.

An additional six states have legalized sports wagering but have yet to launch the activity. These states include Colorado, Illinois, Michigan, Montana, North Carolina and Tennessee. The AGA expects these states, and Washington DC, to launch legal sports betting operations in 2020.

According to figures from the AGA, sports bettors in the US wagered a total of $13bn in 2019, almost double the $6.6bn wagered in 2018.

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