AGA launches new Play Smart from the Start responsible gambling campaign
The new campaign will run alongside the existing Have a Game Plan campaign.
US.- The American Gaming Association has today announced the launch of a new responsible gambling campaign with the tagline “Play Smart from the Start”. The new campaign will not replace the trade association’s existing “Have a Game Plan” initiative, which it’s run with US sports leagues, teams and venues since 2019.
Joe Maloney, SVP/strategic communications for the AGA, said the new campaign would be a broader initiative intended to “supplement the work of Have a Game Plan”, which focuses more specifically on messages tailored for sports bettors.
The new platform is intended to unify the industry’s approach across all verticals of legal, regulated gaming and to ensure overarching responsible gaming message and resources reach gaming customers. It will promote “three foundational elements”: the right mindset, with fun and enjoyment as the primary goal; empowering customers with knowledge to make sure they understand the games they are playing and encouraging intentional actions, promoting self-control by setting personal limits and boundaries unique to each player.
The programme will include a digital consumer hub intended to educate players, providing materials, tools and tips aimed at building knowledge and awareness. The AGA is also creating an industry messaging toolkit for members to incorporate the association’s learnings into responsible gambling communications and programming. It will also host a series of “RG Days” in state capitals across the US to promote the campaign to lawmakers and regulators. The idea is to boost content during Responsible Gaming Education Month in September.
“The smartest business and reputational imperative”
The AGA noted that industry sustainability depended on maintaining the trust of the public, regulators, elected officials and tribal territories. As such, it sees promoting smart play was “the smartest business and reputational imperative” for the industry.
It said Play Smart from the Start is based on in-depth research conducted over seven months, including discussions with key industry stakeholders, focus groups across the US representing a range of bettor types and demographics, and surveys sent to thousands of gaming customers.
Familiar thanks from materials put out by the NBA, MLB, NHL, NASCAR and PGA Tour, the existing ‘Have a Game Plan’ proposed five principles for responsible sports betting: 1. stick to a budget; 2. keep it social; 3. know the odds; 4. play with legal, regulated operators and 5. keep your cool. The last was added in December following complaints of abuse directed towards players, coaches and officials.
