In late 2021, three firms—Toluna, Harris Interactive, and Kurundata—combined to produce a study on attitudes towards responsible gaming from online gaming players from both the U.S. and the U.K. The most surprising result of the study was that 81 percent of U.S. players believe that responsible gambling tools are somewhat or very important in where they choose to gamble online. In addition, 24 percent of the players believe they gamble too much. But even with that recognition of RG tools, support for using them and awareness of them was limited. In the chart at right, players’ awareness of these RG tools didn’t indicate a substantial knowledge a) that the tool was offered and b) that they would use the tool. The largest response—almost 40 percent—was they were unaware that the tools were even available. Bottom line? Online gaming operators need to make responsible gaming a focal point of their sites, with clear indications about what tools are available and how to use them.