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American Favorability Toward Gaming Grows as Industry Expands

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American Favorability Toward Gaming Grows as Industry Expands

 

Americans’ positive view of the gaming industry continues to grow as the U.S. legal market expands. New research from the American Gaming Association (AGA) shows that two-thirds of adults view the industry as a positive economic contributor that provides high-quality jobs and 73 percent support legalized sports betting in their state.

Americans also see gaming as a good community partner. Nearly 7 in 10 Americans believe the gaming industry behaves responsibly and a majority (57%) believe the industry gives back in the communities where it operates.

“We are a committed, responsible partner and economic driver in communities across the country,” said AGA President and CEO Bill Miller. “Because of this, we’ve risen from the most devastating period in our history and embarked on a record-setting comeback.”

Americans are taking notice of the industry’s responsible gaming efforts. The number ofĀ Americans who say the industry is committed to responsible gaming has increased by nearly 40 percent since 2018. Further, nearly 80 percent of past-year gamblers are aware of industry-provided responsible gaming resources. Of this group, three-quarters point to specific measures like deposit limits, casino employee training, and time limits as most effective.

These findings come at the start ofĀ Responsible Gaming Education WeekĀ (RGEW), Sept. 19-25, which brings together all industry stakeholders to promote responsible gaming education while also showcasing the industry’s everyday commitment to responsible gaming.

“Responsible Gaming Education Week provides an opportunity to highlight the tremendous work our members and industry do every day to invest in responsible gaming education,” continued Miller. “As legal gaming expands to new geographies and verticals, everyone engaged with legal gaming must work together to grow responsibly—our collective success depends on it.”

RGEW 2021 features AGA’sĀ Have A Game Plan.® Bet Responsibly.™ public service campaign, which is uniting the growing sports betting industry to educate and encourage responsible sports wagering. ThroughĀ partnershipsĀ with sports leagues and teams, gaming operators and suppliers, and media companies, the campaign teaches consumers the fundamentals of responsible sports wagering: setting a budget and sticking to it, knowing the odds, keeping it social, and only playing with legal operators.

The AGA, with its members, is building a responsible foundation for legal sports betting. AGA’sĀ Responsible Marketing Code for Sports Wagering, launched a year ago, defines a robust set of principles to protect consumers and sets a high standard for advertising with self-imposed restrictions on target audiences, outlets, and materials branding, while mandating responsible gaming inclusion across marketing activity.

Ensuring consumers have effective, accessible resources if they need help is key to sustainable growth. The AGA recently releasedĀ policy recommendationsĀ for streamlining helpline requirements in national or multistate advertising campaigns, which have since been adopted in Indiana.

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Casino gaming is legal in 44 states with the addition of four states in the last five years. Sports betting is legal in 32 states and the District of Columbia while six states offer legal iGaming.

Through July, the commercial gaming industry has generated $4.83 billion in 2021, putting the industry on pace to break its annual revenue record set in 2019. The AGA’sĀ Commercial Gaming Revenue TrackerĀ is tracking gaming’s record-setting recovery.

 

Methodology

Survey results come from two online polls conducted on behalf of the American Gaming Association in the late summer among national samples of 2,000 Americans. The data were weighted to approximate a target sample of adults based on age, educational attainment, gender, race, and region. Results from the two full surveys have a margin of error of +/-2%.

  • Kantar fielded its survey between August 13-September 1, 2021 among a national sample of 2,000 American voters aged 21 and older.
  • YouGov conducted its survey between June 26-31, 2021 among a national sample of 2,033 American aged 21 and older.

Central America

21VIRAL Boosts Latin American Reach Through Strategic Partnership with Virtualsoft

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21VIRAL Boosts Latin American Reach Through Strategic Partnership with Virtualsoft

 

21VIRAL, a leading games aggregator for the Central and Latin American market, has strengthened its expansion by signing an agreement with platform provider Virtualsoft

21VIRAL, a leading games aggregator for the Central and Latin American market, today announced a strategic agreement with prominent platform provider Virtualsoft, significantly strengthening its expansion across the region.

This collaboration will integrate 21VIRAL’s extensive portfolio of games into Virtualsoft’s platform, providing enhanced content options for operators across key Central and Latin American nations. Virtualsoft is a key supplier with a strong presence in markets including Ecuador and Peru, delivering innovative gaming solutions to a diverse range of operators.

Christoph HƤrtel, CEO of 21VIRAL, commented: “Partnering with Virtualsoft is a pivotal moment for 21VIRAL as we deepen our engagement with one of the world’s most rapidly advancing online gaming markets. Virtualsoft underpins numerous leading brands in the region, and integrating our GameConnector solution will allow swift access to their operational brands. We look forward to working closely with Virtualsoft’s talented team to deliver innovative and revenue driving gaming experiences.”

Alejandro Velez, General Manager at Virtualsoft, stated: “21VIRAL has a strong reputation for seamless integrations and profound expertise in the Latin American gaming market, making them an ideal partner for us. Together, we are streamlining operations and elevating the gaming experience for players, aiming to set new benchmarks for the industry.”

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Compliance Updates

New Initiative from DI Council Aims to Enable Betting on Professional Sports

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New Initiative from DI Council Aims to Enable Betting on Professional Sports

 

The Division I Council introduced a proposal that, if adopted in October, would change sports betting rules to permit student-athletes and staff members to bet on professional sports and refocus the Association’s enforcement efforts on college sports betting and behaviors that directly impact game integrity. If adopted, the change will be implemented only if Divisions II and III also vote to allow betting on pro sports.

The council’s introduction of the proposal,Ā which comes after a directive from the Division I Board of Directors in April that the council adopt changes to sports betting rules,Ā is not an endorsement of sports betting behaviors, especially for college athletes.Ā The NCAA’s prohibition against betting on college sports would remain in place, as would the prohibitions against sharing information about college events with bettors.Ā The NCAA also would continue to maintain its prohibition for NCAA championshipsĀ Ā against advertising and sponsorships associated with betting.

“NCAA rules prohibiting sports betting at all levels were written and adopted at a time when sports gambling was largely illegal nationwide,” said Josh Whitman, athletics director at Illinois and chair of the council. “As betting on sports has become more widely accepted across the country, Division I members have determined that further discussion of these sports betting rules is warranted, particularly as it relates to the potential distinctions between betting on professional versus collegiate sports. Throughout our discussions, the council has remained focused on student-athlete wellness and educating student-athletes about the risks and potentially harmful impacts of betting.”

Current NCAA rules do not allow student-athletes or institutional staff to engage in sports betting at any level (professional, college or amateur) for any sports that have NCAA championships, and NCAA members have continually maintained that any betting by a student-athlete on his or her own team or own sport in college should continue to result in a permanent loss of any remaining collegiate eligibility. However, in 2023, Division I changed theĀ reinstatement guidelinesĀ for student-athletes who participate in sports betting on professional sports to focus on harm reduction for problematic betting behaviors.

“Deregulating professional sportsĀ betting may provide schools an additional opportunity to implement harm-reduction strategies, which can be more effective and have long-term benefits not seen with abstinence-only approaches. Harm-reduction strategies include education, stigma reduction and acknowledging actual behaviors,” said Dr. Deena Casiero, NCAA chief medical officer. “By meeting student-athletes where they are, schools may be more effective at preventing, identifying and supporting student-athletes with problematic gambling behaviors. Regardless of the change, schools are encouraged to use the many sports betting resources already available.”

The recently releasedĀ Harm Reduction Considerations for Gambling & Sports Betting in Collegiate Sports references available sports betting resources, including theĀ NCAA Mental Health Best Practices. Additionally, more than 100,000 student-athletes, coaches and administrators have been reached through the NCAA’sĀ education efforts with EPIC Global Solutions, and the NCAAĀ has launched an e-learning moduleĀ to educate student-athletes on problem gambling harms and the integrity risks associated with sports betting.

Several sports betting-related violations by staff members at NCAA schools have been resolved through the infractions process in recent years, and the enforcement staff is working on issuing Notices of Allegations in several ongoing cases that involve allegations of betting on professional and college sports by student-athletes and/or athletics department staff members at a handful of NCAA schools.

The proposed rule change would not be retroactive. If it is adopted, it would apply only to sports betting activities that occur after the effective date of the proposal.

“The enforcement staff’s sports betting-related caseload has significantly increased in recent years, and our staff — including our new sports betting integrity unit — has been effective in detecting and pursuing violations,” said Jon Duncan, NCAA vice president of enforcement.

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The Association prioritizes competition integrity, which is vital to college sports. The NCAA uses a layered strategy to respond responsibly to the rise in sports betting across the United States by monitoring over 22,000 contests per year, advocating for limits onĀ Ā prop bets that pose heightened risks, reducing the potential for student-athlete abuse by aggrieved bettors, and creating greater transparency to assist with the timely investigation and resolution of integrity-related issues.

This layered approach includes the most recent agreement extension with Genius Sports to establish unprecedented betting restrictions on high-risk proposition bets. Sportsbooks licensing NCAA championship data must cooperate fully with NCAA investigations, including providing access to account data, financial history and geolocation records. This will allow the NCAA to work with the sportsbooks to gather detailed account information when harassers are identified to prevent repeat offenders from continuing to place bets across platforms, increasing safeguards to protect student-athlete mental health and well-being.

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Latest News

Optimove and EveryMatrix Launch Real-Time Integration to Power Smarter Marketing for iGaming Operators

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Optimove, the leader in Positionless Marketing, has announced a new integration with iGaming technology provider EveryMatrix.

EveryMatrix delivers modular and turnkey iGaming software, solutions, content and services across casino, sports betting, payments, and affiliate management to global tier-1 operators as well as newer brands. The integration enables shared operators to activate real-time marketing campaigns based on player behavior.

The collaboration introduces a custom integration allowing joint clients to stream real-time event data from EveryMatrix directly into Optimove. As part of Optimove’s platform, the integration empowers any marketer to launch personalized campaigns in real time, without dependency on technical teams. The result is faster execution, increased engagement, and higher player lifetime value.

ā€œWe are confident that with EveryMatrix’s powerful platform solutions, combined with our real-time capabilities, operators can realize a new level of speed and precision in marketing. This reflects the power of Positionless Marketing in action,ā€ said Motti Colman, VP Revenue, Gaming at Optimove. ā€œWe’re giving operators the tools to act instantly on player behavior without waiting on analysts, engineers, or manual processes. It’s all about speed, personalization, and removing the bottlenecks that hold marketing teams back,ā€ he concluded.

With the integration now live, operators can leverage Optimove’s real-time capabilities to trigger automated campaigns based on deposits, withdrawals, game behavior, and more. This helps deliver contextually relevant experiences at the exact moment players are most likely to engage.

Immediate marketing benefits iGaming operators can realize include:

  • Welcome offers following a first deposit
  • Instant reactivation messages after session abandonment
  • Real-time loyalty rewards based on gameplay milestones

ā€œThis integration adds tremendous value for our operator partners,ā€ said Kevin Furlong, Group CPO, EveryMatrix. ā€œCombining our robust gaming infrastructure with Optimove’s Positionless Marketing platform with its real-time marketing engine allows our clients to deliver deeply personalized player experiences, when they matter most.ā€Ā 

The launch of real-time with EveryMatrix reflects the growing demand for agility and responsiveness in iGaming marketing. It also underscores the strength of the Optimove-EveryMatrix partnership and their shared commitment to helping operators deliver smarter, more dynamic campaigns.

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GamingAmericas.com (part of HIPTHER) is your one-stop portal for the latest news, insights, and analyses in the gaming industry across the Americas. From legislative updates and market trends to interviews with industry leaders, we provide a comprehensive look at the dynamic landscape of both online and land-based gaming. Whether you're a stakeholder looking to stay ahead of the curve or a gaming enthusiast eager for reliable updates, GamingAmericas.com has got you covered. Follow us on social media and subscribe to our newsletter for real-time updates and exclusive content. Make informed decisions and stay ahead in the game with GamingAmericas.com.

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