2026: A Trusted, Sustainable Path Forward
The U.S. gaming industry is entering 2026 with something every sector strives for: broad public trust and strong, stable expectations for growth. Consumers and industry leaders alike signaled confidence in 2025, paving the way for continued expansion in the year ahead.
Americans’ Views Point to a Durable Market
The latest American Attitudes research shows gaming has become a normalized part of the U.S. ecosystem. More than three-quarters of Americans believe the industry has a positive impact on the overall U.S. economy—underscoring both trust in the regulated market and the industry’s continued, responsible growth.
These perceptions strengthen the industry’s license to operate and support local communities, bolster confidence among policymakers and reinforce the high standards for consumer protection. As we look to 2026, this trust gives the industry room to innovate while keeping responsibility front and center.
It also signals that the legal market continues to pull demand away from the illegal market, where consumers face higher risks and lack the safeguards built into state-regulated environments.
Industry Leaders See Momentum Ahead
The AGA’s executive outlook echoes that consumer confidence. Executives overwhelmingly expect business conditions to remain strong in 2026, driven by steady demand, continued innovation and sustained growth in the sports betting and online gaming verticals.
At the same time, executives noted increasing concerns about uncertain state-level regulations—a reminder that new and emerging products must play by the same rules that protect consumers and uphold integrity.
The alignment between consumer perceptions and executive expectations signals a healthy, resilient market. It also underscores that sustained optimism is only possible if the industry continues to uphold integrity and deliver a safe, transparent experience.
Protecting Integrity
Prediction markets offering sports event contracts emerged as a significant threat in 2025. The AGA’s position is clear: If a product functions like a sports wager, it must be regulated like one. Our research shows that consumers agree, with 80 percent of Americans believing that these offerings should be regulated like traditional sportsbooks.
Allowing these products to circumvent state frameworks risks consumer harm and undercuts state and tribal sovereignty. In 2026, we will continue urging the Commodity Futures Trading Commission to enforce its rules prohibiting gaming contracts and will work with regulators, leagues and industry partners to maintain the strong safeguards that define state-regulated sports betting.
Tackling Illegal Gambling
Maintaining public trust also requires continued progress against illegal gambling. AGA research confirms that the illegal market still accounts for roughly one-third of the market and has grown 22 percent since our last report in 2022, showcasing just how persistent the illegal market remains.
But 2025 saw meaningful action: More than 20 states issued cease-and-desist orders to illegal sweepstakes casinos, five of them passed new laws, and others pursued different forms of enforcement. A coalition of 50 attorneys general, followed by a bipartisan group of U.S. senators, urged the Department of Justice to prioritize investigations and prosecutions of illegal, offshore operators.
In 2026, the focus is on scaling this momentum. With strong public understanding, engaged state leaders and clear federal interest, conditions are ideal for coordinated enforcement. The AGA will continue supporting these efforts with research and advocacy to help states shut down illegal operators, protect consumers and uphold confidence in the legal market.
Maintaining a Strong Commitment to Responsibility
With public engagement and trust at record highs, responsibility remains the backbone of sustainable growth. AGA initiatives like “Have A Game Plan. Bet Responsibly” and “Play Smart from the Start” will continue reaching new audiences in 2026, offering practical tools that help players set limits, understand the odds and keep gaming fun. Our research published during Responsible Gaming Education Month shows these messages are resonating, with most players reporting they set and are sticking to gaming budgets.
In the year ahead, the AGA will continue working with operators, regulators and industry partners to advance proactive, data-driven tools that support safe play and strengthen consumer trust.
A Strong Foundation for 2026
The industry enters the new year with the fundamentals that matter most: public trust, executive confidence and a shared commitment to responsibility.
Strong consumer attitudes toward gaming, coupled with an optimistic leadership outlook, position the industry for sustainable growth. By keeping integrity, enforcement, responsibility and the state-regulated system at the core of our work, we’re well-positioned to deliver another year of progress—for players, communities and the regulated marketplace that protects them.
