Advancing RG through RGEM

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As we enter September, we mark 27 years of Responsible Gaming Education Month (RGEM), a community-wide effort to promote responsible play led by the American Gaming Association (AGA), our members and the broader gaming community. Each year, RGEM is both a celebration of the industry’s growth and stewardship, and a reminder of what responsible gaming means and how we can continue to expand its reach and impact.

There has never been more attention or investment in responsible gaming than there is today. The legal, regulated gaming industry commits more than $471 million annually to education, training, research, and resources that ensure responsibility is embedded throughout the customer experience. This investment underscores our collective commitment to keeping gaming safe, enjoyable, and sustainable.

And we know its resonating. AGA research shows that Americans increasingly view gaming as a responsible entertainment option:

  • • Nearly 9-in-10 (88%) Americans find casino gambling to be an acceptable form of entertainment for themselves or others
  • • 66% of Americans report seeing responsible gaming messaging in the past year, up from 56% in 2022
  • • 85% of sports bettors agree with the effectiveness of responsible gaming programs

This awareness is a shared success. Consumers are doing their part to play responsibly, and the industry is equipping them with the tools, education, and safeguards to do so through easily accessible tools and resources.

At the core of RGEM 2025 is a reminder to Play Smart from the Start—one of the many resources the industry offers to help players make informed, purposeful decisions. The messaging platform emphasizes three guiding principles: play in the right state of mind, know the game, and act intentionally. The Play Smart Consumer Hub brings these principles to life with practical tools such as a pre-play checklist, a responsible gaming IQ quiz, a Know the Game glossary, and easy access to support services.

One of the AGA’s leading initiatives is Have A Game Plan. Bet Responsibly, which continues to educate players on how to keep sports betting fun and responsible. Importantly, we introduced the fifth pillar of the campaign this past year: Keep Your Cool.

This principle reminds bettors that sports betting should enhance the excitement of the game, not create stress or conflict. Keeping your cool means understanding that wins and losses are a part of sports—and no outcome justifies criticizing players or officials over a lost bet. By carrying this message to fans, teams, and media partners throughout RGEM—especially at the start of the NFL season, when interest in sports betting is high—we are reinforcing habits that make betting a positive and fun part of the game-day experience.

Responsible gaming extends beyond public education. During RGEM 2025, we are highlighting the training and resources available to frontline employees across the industry. These employees are often the first to identify behaviors, engage with customers, and connect players to resources when needed.

Of course, all of this is only possible in a legal and regulated marketplace.  A recent AGA study shows Americans wager hundreds of billions of dollars annually through illegal operators – gambling that puts players at risk and siphons revenue from communities. During RGEM, we continue to emphasize that responsible play begins with choosing the legal market – where consumer protections, guarantees of fair play, and recourse against bad actors exist.

For 27 years, Responsible Gaming Education Month has given our industry an important opportunity to showcase our progress, reaffirm our commitment to responsibility. By encouraging players to Play Smart from the Start, Have A Game Plan with new tools like Keep Your Cool, and underscoring the importance of legal, regulated gaming, we continue to strengthen the foundation of a safe, sustainable industry for the future.

Responsible gaming is not just a focus in September—it’s central to our work every day of the year. RGEM 2025 is a reminder of how far we’ve come and a call to continue our work, ensuring gaming remains fun and trusted by the millions of Americans who choose it as entertainment.

—Joe Maloney, AGA Senior Vice President, Strategic Communications