Americans are increasingly embracing casino gambling and sports betting as mainstream and responsible forms of entertainment, according to new survey results from the American Gaming Association (AGA).
Among the survey’s key findings was that 75% of Americans believe the gambling industry behaves responsibly in the communities where it operates.
Meanwhile, 90% of Americans said they view sports betting as an acceptable form of entertainment, and 75% support the legalisation of sports betting in their home state.
“As gaming expands to new audiences, Americans increasingly see the benefits of a legal, regulated gaming marketplace that contributes to communities, prioritises responsibility, and provides unmatched entertainment,” said Joe Maloney, AGA senior vice president of strategic communications.
Responsible gambling perceptions
The survey also showed a rise in the number of Americans agreeing that the gambling industry is committed to encouraging responsible gambling and combatting problem gambling, from 55% in 2023 to 65% this year.
This confidence was even stronger among those who directly engage with the industry, with 81% of physical casino players and 88% of sports bettors agreeing with this sentiment, up from 70% and 78% respectively in 2023.
Several factors are driving this increased confidence according to the AGA, including the industry’s efforts around responsible marketing and advertising.
The survey indicated that 65% of Americans believe the gambling industry is truthful in its marketing and advertising, up from 58% last year. Moreover, 73% view the industry as responsible in its marketing efforts, an increase from 68% in 2022.
The perceived effectiveness of the industry’s responsible gambling programmes has also improved, with 66% of Americans affirming their effectiveness, up from 59% last year.
Among those who participate in gambling, 79% of physical casino players and 85% of sports bettors agreed that these programmes are effective.
The study also highlighted a significant rise in the exposure to responsible gambling messaging, with 46% of land-based casino players and 57% of sports bettors noting an increased focus on RG.
Americans are also becoming more familiar with responsible gambling resources, with 76% now familiar with at least one resource, up from 65% in 2022.
This awareness is particularly high among those who engage with the industry, with 92% of land-based players and 96% of sports bettors familiar with at least one responsible gambling resource.
“The gaming industry’s responsibility efforts are stronger than ever, and consumers are noticing,” Maloney added.
“As we embark on another Responsible Gaming Education Month, we’re more energised than ever to continue our work to give consumers the legal, safe, and fun gaming experiences that they want and deserve.”
More players than ever
The survey also revealed that more Americans than ever participated in gambling-related entertainment over the past twelve months.
More than half of all American adults (55%) participated in some form of gambling in the past year.
Specifically, 28% of adults gambled at a physical casino, while 21% placed a sports bet.
This record level of engagement coincides with nearly nine in 10 Americans (88%) finding casino gambling acceptable for themselves or others.
This year also saw 59% of Americans deem gambling personally acceptable, marking an all-time high.
Around 122 million American adults, or 49% of the population, visited a casino for gambling or other entertainment purposes in the past 12 months, which is the highest level of casino visitation on record.
90% of casino visitors considered the entertainment provided by casinos to be innovative, while 89% said they believe casinos offer good value for money compared to other entertainment options.
This innovation and value continue to attract younger adults, with the average age of casino-goers decreasing from 49.6 in 2019 to 41.9 in 2024.
Economic impact
According to the survey, a large majority of Americans recognise gambling as a growing and valuable segment of the US economy.
The AGA survey indicates that 76% of Americans believe the gambling industry positively impacts the overall US economy.
More than three-quarters of respondents also acknowledge gambling’s contributions to local economies, job creation, and tourism.
Notably, 85% said casinos bring entertainment and dining options to areas that might not otherwise attract them, 84% agreed that casinos increase tourism and bring conventions and meetings to their locations, and 83% believed the industry creates jobs and investments in the US that cannot be outsourced.
Furthermore, 80% of respondents agreed that gambling creates well-paying jobs.
The survey was conducted by Kantar on behalf of the American Gaming Association between 31 July and 9 August 2024.
The AGA survey included a nationally-representative sample of 2,000 registered voters aged 21 and over, focusing on responsible gambling and industry perceptions.