The AGA has released a new responsible gaming tool. And to everyone’s surprise, it’s actually pretty impressive. Whether that says more about how mind-numbingly dull most responsible gaming tools have been or just reflects the low expectations of the gambling public is up for debate.
They actually kicked off the marketing campaign, “Play Smart, From the Start,” back at the beginning of April. This was the replacement for the rather worn “Have a Game Plan” campaign, which had been around for over five years already.
The AGA spent a lot of time and money before even greenlighting this new campaign, conducting focus groups and talking to gamblers from all age demographics and every walk of life to build out a comprehensive model of what needed to be addressed to most help those who struggle with problem gambling.
The first thing they wanted to do was have a much broader focus than just the sports bettor that had been the target of the previous campaign, but to target the many types of gambling found around the country in 2025.
Their in-depth analysis of the data also suggested that there were three key approaches to maintaining gaming fun. First, they want to emphasize having the right mindset. Gambling should remain about fun and enjoyment; when we allow it to deviate from that key principle, it can quickly morph into something else.
Second, empowering players with knowledge. This is about ensuring that consumers of gambling entertainment understand the nature of the bet, the risks, and the math behind it, so that they can make informed decisions.
And third, the American Gaming Association sought to make clear the importance of encouraging intentional action. Which they explain means setting limits, understanding our unique boundaries and self-control, and then using that to ensure we stay within our gambling goals.
Now, the AGA and its CEO, Bill Miller, have unveiled the next component of this campaign: the Play Smart Consumer Hub. As mentioned in their earlier work, the AGA believes everyone plays differently, so they worked hard to build actionable and simple tools that could help everyone master those three core principles of mindset, empowerment, and intentional action.
What you will find in this toolbox includes a Pre-Play Checklist, which helps players understand their individual mindset before they begin betting and guides them through setting their personal limits. We know it doesn’t sound very entertaining, but it’s actually quite enlightening.
Next up is a Responsible Gaming IQ Quiz, which delves in-depth into your gambling type and style, helping players understand their own habits around gambling. This partners with the Support Resources section, which provides contact information on many different support groups and help centers for those facing difficulty with disordered gambling or even those dealing with gambling problems from a friend or loved one.
Additionally, there is a very helpful ‘Know The Game’ section, which is obviously aimed squarely at the empowerment section of their core principles and is chock-full of statistics, terms, probabilities, and math related to statistics and house edge.
With this latest addition to the Play Smart from the Start campaign, the AGA isn’t just paying lip service to responsible gaming. It’s making a case to players, policymakers, and operators alike that the industry can and must do better. And for once, it seems like they actually have.
Expect to see the Play Smart Consumer Hub rolled out in casino lobbies, online platforms, and state capitals alike as Responsible Gaming Month approaches in September. And maybe, just maybe, no one will roll their eyes this time.
