Play Smart from the Start
Responsible gaming (RG) messaging isn’t new to the legal gaming industry, but how it’s delivered is evolving.
Responsible gaming is core to everything that we do. To unify how RG is communicated across the industry, the American Gaming Association recently unveiled “Responsible Gaming: Play Smart from the Start,” a research-backed messaging platform that reinforces to consumers that gaming should be fun and enjoyed responsibly.
Play Smart from the Start is built on three foundational steps:
- Start every game with the right mindset—stay present and know your limits.
- Act intentionally by setting limits—set a budget, take breaks, and stay in control whether you win or lose.
- Understand the rules and odds of the game—know the rules, understand the odds, and bet with intention.
This platform was developed through seven months of AGA-commissioned research, including national focus groups and lengthy quantitative surveys of all types of gamblers. The findings revealed a critical gap, in that players often don’t see a difference between responsible gaming and problem gaming messaging. That insight shaped this program’s approach: Speak directly to players in a way that emphasizes fun, control and intention.
As the program continues to roll out, the AGA will work closely with industry stakeholders to integrate this messaging into all marketing and communications, reinforcing a consistent voice wherever and however consumers engage with gaming.
Responsible gaming is a shared industry commitment. By distinguishing RG from problem gambling and aligning the industry with a shared message, Play Smart from the Start provides consumers with the information and tools to gamble responsibly.
By promoting responsible gaming, we ensure that players can fully enjoy legal gaming, while also fostering a culture of informed and intentional choices.
