Alec Thomson: “Responsible gaming isn’t just a focus for one month out of the year, it is an ongoing operational commitment”

Alec Thomson explains how the Arizona Lottery and Department of Gaming are promoting limits, treatment access and safer play across retail and digital channels.

Key takeaways:

• Alec Thomson says the Arizona Lottery and Arizona Department of Gaming launched a statewide campaign to build a culture of responsible play and position gambling as entertainment rather than a way to make money.
• Thomson says players should set time and money limits before playing, while the campaign aims to reduce stigma and help people recognise warning signs early.
• He highlights free and state-subsidised treatment for players and their families at no out-of-pocket cost through the Arizona Department of Gaming’s Division of Problem Gambling.
• Thomson says the 24/7 1-800-NEXT-STEP helpline is being promoted across retail points of sale, social media, text messaging and live online web chats.
• He says the Arizona Lottery holds Level 2 certification under the World Lottery Association’s Responsible Gaming Framework and aims to reach Level 3 over the next few years.

Exclusive interview.- The Arizona Lottery and the Arizona Department of Gaming (ADG) have launched a statewide public awareness campaign to promote responsible play as gambling becomes more digital and accessible. In an exclusive interview with Focus Gaming News, Arizona Lottery executive director Alec Thomson explains how the initiative encourages players to set limits, recognise warning signs early and access free support when needed. He also outlines the lottery’s longer-term goal of advancing from World Lottery Association Level 2 to Level 3 responsible-gaming certification.

The Arizona Lottery and the Department of Gaming are launching a statewide public awareness campaign around responsible play. What are the main goals of this campaign?

The primary objective of this joint initiative between the Arizona Lottery and the ADG is to build a culture of responsible play across our state. At its core, the campaign is about shifting public perception so that gambling is viewed strictly as a form of entertainment rather than a way to make money. We want to encourage players to be proactive by setting time and money limits before they play, while simultaneously raising awareness of the state-funded help available for anyone who needs it. Ultimately, by normalising open conversations about gambling habits, we hope to reduce stigma and help people recognise warning signs early.

What new or expanded resources are being offered this month to help Arizonans understand the risks associated with gambling and make informed decisions about their play?

This month, we are focusing heavily on accessibility and education. Through the ADG’s Division of Problem Gambling, we are highlighting free and state-subsidised treatment options, which are available to both players and their families at no out-of-pocket cost. We have prominently featured this vital information and the 24/7 1-800-NEXT-STEP support number across all our retail points of sale (POS), social media channels, and PR outreach, ensuring that people can easily and confidentially connect with support through the helpline, text messaging, and live online web chats.

Digital channels, streaming platforms and social media play a key role in the campaign, alongside television, radio and print. How are you tailoring your messaging to reach different audiences across these platforms?

We recognise that a one-size-fits-all message doesn’t work when you have such a broad player base. On digital and social media platforms like Instagram, Facebook, and LinkedIn, we keep our messaging fast-paced, informational, and practical—focusing on quick tips like setting spending limits, which resonates well with younger adults and mobile sports bettors. Our colleagues at the ADG spearhead the TV, radio, and print announcements, which deliver high-visibility narratives around healthy play habits, family impact, and available resources.

“We recognise that a one-size-fits-all message doesn’t work when you have such a broad player base.”

Alec Thomson, executive director of the Arizona Lottery.

Cities and towns are being encouraged to adopt their own proclamations and share responsible gaming information locally. What role do you see local government and community organisations playing in building a culture of responsible gaming?

Local leadership is absolutely vital to building a lasting culture of safety. We are incredibly proud and grateful that Governor Katie Hobbs issued an official proclamation recognising Responsible Gaming Education Month, and having her support and amplification at the executive level sets a strong precedent statewide. When local officials follow that lead by adopting their own local proclamations, it translates that momentum down to the neighbourhood level. Local leaders, community health centres, and civic groups have a direct line of trust with residents that state agencies simply can’t replicate on a daily basis. By sharing our toolkits through municipal portals, local health fairs, and community hubs, these local partners ensure that responsible gaming resources are visible, trusted, and accessible right where people live and work.

“Local leadership is absolutely vital to building a lasting culture of safety.”

Alec Thomson, executive director of the Arizona Lottery.

With the growth of sports betting, online gaming and other new products, how is the Arizona Lottery adapting its responsible gaming approach to keep pace with changes in the wider gambling environment?

The gambling landscape has shifted dramatically towards digital and real-time gaming, and our strategy has evolved right alongside it. We work hand-in-hand with the ADG to align our player protection standards across both traditional retail products and modern digital platforms. For us, that means maintaining top-tier industry certifications and continuously embedding responsible gaming reminders directly into our digital channels, mobile apps, and retail terminals. As gaming becomes more accessible on personal devices, our messaging reinforces that convenience should never come at the expense of self-control.

Fraudulent or unlicensed gambling sites are a growing concern in many jurisdictions. How are you working with the ADG and other partners to protect consumers and direct them towards regulated, safer options?

In Arizona, the ADG is the regulatory body for Tribal Gaming, Event Wagering, Fantasy Sports and Racing. The Arizona Lottery’s Legal and Security divisions work both together with and independently of the ADG and the Attorney General’s office to ensure regulations are adhered to. Regulatory violations outside of the lottery are managed by the ADG.

Looking beyond this month, what are your longer‑term priorities for responsible gaming in Arizona, and how do you envisage the Lottery’s role evolving over the next few years?

Responsible gaming isn’t just a focus for one month out of the year—it is an ongoing operational commitment. Long-term, our primary focus is continuing to elevate our institutional standards. We are currently proud to hold a Level 2 certification under the World Lottery Association’s (WLA) Responsible Gaming Framework, and our goal over the next few years is to level up to Level 3 certification. Achieving Level 3 means moving from self-assessment into full planning and implementation across all operations—from game design and marketing to retailer training and stakeholder engagement. As the market expands, we envisage the Arizona Lottery’s role evolving beyond ticket sales into serving as an active benchmark for player welfare, integrating responsible play principles directly into the DNA of every product we launch.