From July 31st to August 9th, Kantar conducted online market research on behalf of the AGA (American Gaming Association). The survey, which included 2,000 US respondents, revealed that residents increasingly embrace casino games and sportsbooks as acceptable amusement forms.
The study’s participants also expressed their trust in the business as a responsible one. The results signify several positive shifts related to the sphere’s credibility and positive image from players' point of view.
Key Results of the Consumer Survey
Let us review the 3 central notions discovered through the recent research:
- 75% of US citizens are confident the gaming segment behaves responsibly in the communities of its operation;
- 9 in 10 residents consider bookmaker offerings as an acceptable entertainment format;
- 75% of locals are enthusiastic about legalising sports wagering in their home states.
The study also underlined an increasingly favourable attitude towards the sphere’s dedication to responsible standards. For instance, 65% of respondents are sure the business actively encourages thoughtful play and combats addictive gaming. Last year, this figure accounted for only 55%.
When it comes to punters who are directly engaged with the sector, their trust is even stronger. About 81% of ground casino visitors and 88% of sports prediction enthusiasts voiced confidence in the corresponding entertainment niches. These are 11% and 10% up compared to last year’s numbers.
Responsible Gambling Practices: Players' Opinions
Punters demonstrate a growing confidence in the programs aimed at ensuring a safe and truthful gaming environment.
The positive attitude is seen across different aspects:
Marketing and Advertising
US citizens recognise positive shifts in legal efforts related to appropriate promotion.
The study shows the following:
- 65% of residents believe the sector is honest in its popularisation activities (a 7% YoY increase);
- 73% of locals perceive the segment’s marketing operations as responsible (5% growth).
Effectiveness of Campaigns
Research revealed that 66% of respondents see the positive results of dedicated programs, which is 7% higher than last year.
Regarding those directly involved in gambling:
- 79% of physical casino goers agree that responsible initiatives work;
- 85% of active bettors find such campaigns effective.
Awareness of Messages
The survey confirms that more Americans are exposed to public information about responsible play. Among ground casino enthusiasts, 46% noted increased messaging, while the same parameter for sports bettors reached 57%.
The number of all Americans who have encountered related materials in the past year increased to 66%. The figure is 10% higher than in 2022.
Familiarity with Resources
Player awareness of channels delivering information on responsible gambling has uplifted. Around 76% of respondents confirmed familiarity with at least one such means. The number was 11% lower in 2022.
Direct sphere participants demonstrated even more impressive awareness levels:
- land-based casino visitors — 92%;
- sports bettors — 96%.
Joe Maloney’s Comments
The AGA’s Senior VP of Strategic Communications noted that the recent research results emphasise a consistent tendency that has been relevant for a while. He highlighted that as gambling extends to new player groups, US citizens increasingly find the advantages of a legalised and well-regulated amusement market.
Punters realise that such a business brings many benefits, including:
- prioritisation of responsible approaches;
- provision of unparalleled entertainment content;
- contributions to communities and social initiatives, etc.
Mr Maloney also mentioned that the sphere’s efforts to deliver a transparent and safe environment are more striking than ever. End customers recognise and appreciate this work.
The AGA’s members are enthusiastic about pursuing their mission of providing consumers with a lawful, protected, and fun gambling experience. They are determined to proceed with these efforts.
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