The American Gaming Association (AGA) has launched the "Play Smart from the Start" campaign, marking a radical shift in how the industry communicates with customers and creates value through responsible behavior.
This initiative isn't just about games — it's a signal for entrepreneurs in all sectors, especially those developing products that involve engagement and behavioral triggers (like online casinos, sports betting platforms, mobile apps). If you're building such a product, it's worth considering these principles.
What's Changed?
The AGA has moved away from outdated messages like “Don’t overplay!” or “Bet responsibly!” — messages that most players simply ignore. Instead, they've focused on clear, simple, and human communication.
The main message is straightforward: play for enjoyment, not for profit. The clearer this message is conveyed, the stronger the trust.
Based on research, AGA has highlighted three easy-to-remember practices:
- Mindset – Players should start their sessions with a positive attitude and a clear understanding of why they're playing.
- Knowledge – Understand the game mechanics, odds, and rules. The more awareness a player has, the lower the risks.
- Intention – Be able to set personal boundaries, such as time limits, budgets, and emotional limits.
What is Responsible Gambling and Why Is It Getting More Attention?
Responsible gambling isn’t about prohibitions or top-down control; it’s about playing in a human way. Without pressure. Without losing control. With choice, not coercion.
This approach places the player at the center, respecting their interests, boundaries, and right to choose.
The goal is to create an environment where a person enjoys the game without losing control. This includes:
- Clear rules
- Transparent information about odds
- Self-control tools (limits, reminders, temporary blocks)
- Ethical advertising free from manipulation
The gaming industry is a powerful commercial market. However, it is precisely in such sectors that the need for ethics, balance, and respect for users arises. Therefore, the topic of responsible gambling extends beyond just gambling. It applies to any business that involves users in the "action—reward—repeat" cycle.
Why Is This Important for Business?
The AGA urges the entire industry — casinos, bookmakers, online platforms — to incorporate these principles into their communication, whether through advertising, user experience, messages, or customer interactions.
This approach is an example of how industry players take responsibility for the environment in which they operate. Such a stance builds trust, reduces reputation risks, and creates a competitive advantage, especially in light of growing pressure from regulatory bodies.
What's Happening in the Industry?
Contradictions in the sports betting sector are growing. Critics accuse major platforms of manipulating vulnerable customers, offering aggressive bonuses, and imposing restrictions on "winning" users.
In response, the SAFE Bet Act has been introduced, proposing to:
- Limit deposits and incentive payouts
- Introduce financial checks for players
- Ban advertisements for betting during certain times of day
Cities like Baltimore have already filed lawsuits against giants like FanDuel and DraftKings for violating consumer protection laws.
What Can You Take from This?
If you are launching an online service or platform with engagement features (e.g., planning to launch an online casino), consider the following:
- How does your product help people use the service mindfully?
- Do you have built-in "restrainers" — limits, reminders, pauses?
- What happens when a user exceeds the limits?
This is especially important if you are using, for example, a turnkey online casino script — the architecture should support these features by default. Responsibility isn’t just a legal necessity; it’s a long-term growth and trust tool.
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