A Trusted Guide
Each year, the AGA produces research designed to help advocate for the industry’s priorities and equip our members with a wide range of industry data.
We recently released research highlighting opportunities and challenges facing our industry—from advances in responsible gaming and the growth of legal sports betting to the persistence of illegal operators and the emergence of prediction markets. Together, these products contextualize the health of the industry.
Americans’ Views on Responsible Gaming
Our recent public opinion polling on responsible gaming found that 87 percent of past-year gamblers say it’s important for the gaming industry to promote and encourage responsible gaming. This support reinforces why we launched “Play Smart from the Start,” a consumer hub and messaging platform that champions three key pillars: play in the right state of mind, know the rules, and be intentional.
This polling also revealed increasing awareness of RG tools and resources. More than three-quarters of gamblers who are aware of RG tools see them as effective and 80 percent of casino players who set a budget report that they usually or always stick to it.
Illegal Market Realities
Even as the legal gaming market continues to expand, the illegal market remains a serious threat. We project that Americans wager nearly $675 billion annually with illegal and unregulated operators, reflecting a market capture of nearly one-third of U.S. gaming revenue. Behind all of these unregulated gaming options is a lack of player safeguards and state economic benefits.
In addition to the threat consumers face from the illegal and unregulated market, consumers are inundated with ads for sweepstakes casinos. Nearly half of all ads for real-money online casinos early this year were from sweepstakes casino operators and, while they purport not to be gambling, 90 percent of their users see them as such.
When activity sits with these operators, states lose out on the tax revenue to support essential services and programs. And without consumer protections, transparency or responsible gaming measures, players are left vulnerable.
A Unique Threat—Sports Event Contracts
With football season under way, sports event contracts have blurred the line between betting and lightly regulated financial products.
While these platforms insist that they are offering financial instruments, Americans know a betting product when they see one: 85 percent say sports event contracts are gambling and 70 percent say these platforms are exploiting loopholes to act as unlicensed sportsbooks, avoid taxes and ignore responsible gaming requirements. That’s why the AGA continues to call on the Commodity Futures Trading Commission to enforce its rules.
The Growth of Sports Betting—Our NFL Estimate
Just ahead of this NFL season, we projected that Americans will legally bet $30 billion on the league over the course of the season—an 8.5 percent increase from 2024.
This growth reflects an increase in consumer trust and the embrace of sports betting as mainstream entertainment. State-regulated sportsbooks are meeting consumer demand while ensuring wagers are placed in safe, transparent and accountable environments.
Looking Ahead
Many of the industry debates today revolve around different interpretations of what gambling is and what it is not—but it’s clear to everyday Americans and gaming consumers. Policymakers and regulatory stakeholders should reject attempts to legitimize unregulated gaming, continue to prioritize consumer safety and ensure states maintain the ability to decide for themselves how and when to legalize various forms of gaming.
As we look ahead to another year in the gaming industry, the AGA will continue to deliver data and insights that put debates in context, measure the health of the industry and ensure that policymakers and regulators understand the value in maintaining a safe, vibrant and trusted legal gaming sector.
