AGA Launches Responsible Sports Betting Campaign Ahead Of March Madness

Posted on March 5, 2020
Written By on March 5, 2020

The American Gaming Association launched a responsible sports betting promotion campaign for states that have legal sports betting.

The Have a Game Plan, Bet Responsibly campaign is already live in two sports arenas. The first is T-Mobile Arena in Las Vegas, which has been America’s sports betting epicenter for decades.

The other is Capital One Arena in Washington, DC, where sports betting is legal but still pending launch.

Other legal markets will be added soon, the AGA said.

“This is a watershed moment for sports betting in the United States,” said Bill Miller, president and CEO of the AGA. “Roughly 100 million Americans will be able to legally wager on sports in their state by the end of this year.

“It’s more important than ever that the gaming industry, and our new partners in the sports betting ecosystem, are proactive in equipping patrons with the tools they need to engage in these offerings in a responsible manner.”

The effort focuses on improving responsible gaming engagement with leagues, teams and other entities in the sports betting world, the AGA said.

Focus on responsible sports betting principles

The AGA outlines four main responsible sports betting principles in the campaign:

  • Set a budget and keep it.
  • Bet socially with friends, family and colleagues.
  • Be informed and learn the details of the games.
  • Stick with using licensed and regulated sports betting operators.

The ad campaign’s launch coincides with Problem Gambling Awareness Month.

It also goes live before March Madness betting kicks off. The NCAA college basketball tournament is one of the biggest betting events in the US.

Other AGA efforts to protect sports bettors

The AGA also released a responsible marketing code for sports betting operators on the first anniversary of PASPA‘s repeal last May.

The code focused on four key areas:

  • Respecting the legal age for sports betting: This includes not designing messages to appeal to anyone under the legal betting age.
  • Supporting responsible gaming: Messages can’t promote excessive betting and must contain a toll-free helpline.
  • Controlling digital media and websites: All AGA member-controlled websites must use geolocation on any gambling pages.
  • Monitoring code compliance: AGA members will provide training on the code and provide a copy of the code to advertising agencies and other third parties involved in their marketing efforts.

Partners on Have A Game Plan, Bet Responsibly

Having the campaign at Capital One Arena before legal DC sports betting launches establishes a high bar for responsibility, Monumental Sports & Entertainment President Jim Van Stone said.

“When it comes to legal sports betting, nothing can be more important than responsibility,” Van Stone said.

Vegas Golden Knights President Kerry Bubolz added:

“Gaming should always be enjoyed responsibly We look forward to working with the AGA on educating our fans and reinforcing this messaging during our home games at The Fortress.”

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Matthew Waters

Matthew Waters is a reporter covering legal sports betting and the gambling industry. Previous stops include Fantini Research and various freelance jobs covering professional and amateur sports in Delaware and the Philadelphia area.

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