Growing Research for a Growing Industry
The gaming industry continues to grow in popularity, volume and product offerings. As the industry evolves, so should the information we know about it—and the consumers who engage with it. A $320 billion industry must be able to anticipate emerging trends in consumer behavior and expectations to identify risks and opportunities. Broad, ongoing research is how we do that.
Gaming touches a wide range of policy and consumer issues, including responsible gaming and financial literacy, public health, consumer behavior, law, public policy and illegal gaming enforcement. Each aspect raises unique questions. Addressing them effectively means expanding the base of researchers contributing to the field to ensure a wide range of perspectives.
Chiefly, research is only as valuable as what is done with it. Beyond understanding how gaming evolution affects these issues, the industry must continue to support the conversion of insights into practical tools and resources.
Uniting the Industry & the Research Community
The American Gaming Association is built to unite the industry around a shared goal: ensuring gaming is successful, responsible and sustainable. That mission expands beyond operators and suppliers. We also work to bring together researchers—especially those from differing disciplines and perspectives—to strengthen the foundation of knowledge that supports the industry’s evolution and policy decisions.
Our team funds trained researchers and industry experts to proactively address emerging questions, identify trends and challenge assumptions. By bringing together expert perspectives, we cut through the noise, dispel the myths, reinforce the facts and identify areas where more information is needed. Collaboration across academia, private sector and industry experts, including those with lived experience, helps capture the full picture of the gaming landscape.
Partnering with Academia
The AGA continues to look to academia as a critical partner in advancing gaming research. By coordinating with universities and independent researchers, we help expand evidence viewpoints that inform public policy and industry best practices—while also developing future researchers.
This year, the AGA launched a student-led applied research program that offers graduate students the opportunity to design and execute an original research project within the gaming industry. The program is intended to both diversify and deepen research in the gambling space by providing students with practical, real-world experience and encouraging new lines of inquiry that complement existing work.
Examining New & Emerging Issues
As the industry evolves, so do the questions it must confront, like prediction markets offering sports event contracts. The AGA recently released research conducted by a professor at San Diego State University examining consumer perspectives on differences between sports event contracts and legal state-and tribal-regulated sportsbooks. It revealed mass confusion. The study found that 28 percent of sports event contract bettors believe they’re investing, while 58 percent believe they’re gambling.
This research underscores the importance of understanding how consumers perceive and engage with gambling products—in this instance, how those products blur the lines between gaming and investing—highlighting the need for increased financial literacy and transparency around risk and consumer protections. In a fast-moving and increasingly complex market, research helps reduce risk while keeping pace with innovation.
Applying Research to Action
This analysis helps us educate elected officials, regulators and policymakers, provide actionable insights to our members and anticipate changes that could create challenges—or opportunities—for legal, regulated gaming. Additionally, it helps build programs, tools and resources that support the industry’s responsible and sustainable growth.
For example, last year we funded the development of the industry’s commitment to responsible gaming, creating the Play Smart from the Start messaging platform and hub. This program offers tangible consumer resources to support informed decision-making.
Tying Together the Full Research Ecosystem
Together, this diverse approach creates the foundational knowledge base needed to disentangle the complexity of the gaming industry, allowing for evidence-backed policy and decision-making, and the development of effective consumer support products.
In an industry defined by growth, innovation and responsibility, commitment to rigorous research remains essential to ensuring that progress is informed and sustainable. The AGA will continue to be the thread that moves insights into action.
Carly Johnson, DrPH, MPH, is director of research at the American Gaming Association.
