Consumer Clarity Crucial for Responsible Gaming Initiatives
USA.- April 30, 2025 www.zonadeazar.com A primary challenge for the gambling sector’s efforts to promote responsible gaming is ensuring that consumers truly grasp what it means. According to Darren Bishop, Senior Vice President at Heart + Mind Strategies, during Tuesday’s “Advertising Trends and New RG Messaging Framework” webinar, a significant portion of consumers have only a vague understanding. Focus group feedback revealed confusion, with many incorrectly believing responsible gaming is solely for individuals with gambling problems. This webinar coincided with the American Gaming Association’s introduction of its new responsible gaming framework.
Despite the potential for confusion arising from the high volume of sports betting advertisements across various media, research indicates that advertising spending by gambling companies actually decreased in 2024. Moreover, the sheer number of gambling ads is considerably lower compared to industries like pharmaceuticals (38 times more ads) and alcohol (four times more). David Forman, AGA Vice President of Research, noted that betting ad volume across all channels fell by 9% in 2024, representing a 27% decrease from the 2021 peak.
Heartland + Strategies conducted interviews with industry stakeholders to understand perceptions of responsible gaming, past research, and strategies for better consumer engagement. Consumers were then asked about their impressions and how responsible gaming messages could connect with them on both rational and emotional levels.
“We discovered an opportunity to make responsible gaming more relevant by linking it to the motivations of fun and enjoyment,” Bishop explained. “Consumers believe their gaming experiences can be more enjoyable when they adopt a smart approach to how they play.” The word “smart” proved to be key, resonating strongly with focus group participants, with 40% selecting it. The top nine taglines all incorporated “smart,” with “Responsible Gaming: Play Smart from the Start” receiving the highest rating.
Bishop emphasized the importance of including “responsible gaming” in taglines, as it anchors the meaning of “smart.” He clarified that “smart” isn’t about winning but about playing correctly and responsibly. Pairing “smart” with “responsible gaming” effectively communicates this crucial point.
The word “play” also resonated, acknowledging the entertainment aspect of gambling. The phrase “from the start” was significant as it emphasized a proactive approach before engaging in gambling activities. This proactive stance, Bishop noted, distinguishes it from the reactive approach associated with problem gambling, aiming to make responsible gaming relevant to everyone.
Bishop concluded, “Our goal is to inform consumers that they can maximize their enjoyment of gaming by adopting the right mindset and behaviors from the very beginning.”
Edited by: @MaiaDigital www.zonadeazar.com