To provide a common foundation for safe play across all sectors of the legal gaming business, the American Gaming Association (AGA) has launched a new project for responsible gambling called “Play Smart from the Start.” This new initiative is meant to enhance the current “Have a Game Plan” campaign, which has been running since 2019 in partnership with prominent US sports leagues and venues, rather than to replace it.
Play Smart from the Start targets a far broader audience than “Have a Game Plan,” which focuses on sports bettors. According to Joe Maloney, the Senior Vice President of Strategic Communications at the AGA, the plan is to increase the visibility of responsible play messages across all segments of the regulated gambling industry, including internet casinos, slot machines, sportsbooks, and more.
The initiative is anchored in three key principles:
- Encouraging the right mindset, where gambling is viewed first and foremost as a form of entertainment.
- Empowering players through accessible knowledge, helping them understand the games they engage with.
- Promoting self-regulation, encouraging players to set personal limits and make intentional, informed decisions.
“Play Smart from the Start” was developed through seven months of research, including input from stakeholders, nationwide focus groups, and thousands of customer surveys across varying player profiles.
Built for Both Players and Operators
Launching an online portal for players with instructional information, guidelines, and practical advice to raise awareness and encourage healthy gambling behaviors is the first step in putting this campaign into reality. At the same time, a new messaging toolbox tailored to the industry will assist operators in incorporating responsible gambling themes into their platforms, promotions, and consumer interactions.
In addition, the AGA intends to host several “Responsible Gaming Days” in state capitals to meet with legislators and regulatory agencies face-to-face as part of the campaign’s outreach. In anticipation of Responsible Gaming Education Month in September, these activities will be held to advance the discussion on sustainability and trust in the gaming industry.
The American Grange Association stresses that gaining the public’s confidence is good ethical and good business. As per their statement, the gaming sector needs the trust of lawmakers, regulators, players, and indigenous communities to be viable over the long run.
With the gambling industry changing at an incredible pace, Play Smart from the Start is a huge step in the right direction toward making responsible gaming the norm in all forms of gaming, whether online or off.
