A new survey conducted by Kantor on behalf of the American Gambling Association (AGA) has some interesting findings. The survey included a nationally representative sample of 2,000 registered voters aged 21 and over. It was conducted between July 31st and August 9th, 2024. The survey shows that as gambling reaches new audiences, perceptions are changing. An encouraging trend is the growing trust among audiences that the casino and sports betting industries prioritize responsible gambling.
Support for sports betting
Most Americans (90%) regard sports betting as an acceptable way to entertain themselves. A smaller but still substantial number (75%) support the legalization of sports betting in their states. In 2018, the US Supreme Court struck down a federal law that prohibited most states from allowing sports betting. Sports betting at American online casinos is now legal in 30 states, and 38 states allow some form of sports betting.
The gambling industry has become an integral part of US sports culture. Leagues, franchises, and players partner with betting organizations. One of the advantages of legalizing sports betting is the measures put in place to help problem gamblers. The AGA survey shows that responsible gambling efforts are paying off. Perceptions are improving about responsible gambling practices.
Responsible gambling perceptions
The perception that the gambling industry is encouraging responsible gambling is increasing. Many Americans (75%) believe that the gambling industry is responsibly introducing gambling in communities.
This perception is even stronger among players who engage directly with the industry. This includes those who play casino games (81%) or place sports bets (88%) at physical casinos. Changing perceptions are partly coming from industry efforts to engage in responsible advertising and marketing.
According to the survey, 65% of Americans believe marketing and advertising is truthful. This is up 7% from last year. Nearly 80% of physical casino gamblers and 85% of sports bettors agree that responsible gambling programs are effective.
Responsible gambling messaging reaches a wider audience
More Americans have exposure to responsible gambling messaging and 76% of them are aware of at least one responsible gambling resource. This is up from 65% in 2022. The awareness is even higher in those who engage directly with the industry. At the same time, the convenience of access to information online also means they have more exposure to responsible gambling messaging. The convenience extends to games on phones and also the streaming platforms.
More gamblers than ever
Over half of all American adults participated in some form of gambling in the year. Nearly 60% see gambling as personally acceptable, which is a much higher percentage than ever before. As many as 122 million Americans visited a casino for gambling or other entertainment purposes over the past 12 months. This is the highest level of visits to casinos ever recorded in a year.
Most casino visitors felt casinos provide innovative entertainment and offer good value for money. The value and innovation are attracting younger players. The average age of casino visitors went down from 49.6 in 2019 to 41.9 in 2024.
Economic impact
Over 75% of Americans believe that gambling industry revenue has a positive impact on the overall economy. They acknowledge its contribution to job creation, tourism, and local economies. Casinos bring dining options and entertainment to areas that might not otherwise be able to attract them. They bring conventions and meetings to places where they are located.
Commercial and tribal casinos support nearly two million jobs at casinos or related businesses. They often have large commitments in terms of wages and benefits. Employees use those wages and benefits to drive secondary economic activity.
Casinos spend a significant amount on operating costs and hire local vendors. They hire contractors for construction and other ongoing capital improvements. Non-gambling revenue accounts for a significant percentage of casino revenue. This includes money from hotel rooms, food, beverages, and more.
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