AGA Introduces New Responsible Gambling Messaging ‘Effectiveness Scale’

The American Gaming Association (AGA) has introduced a new tool called the Responsible Gaming Intervention Effectiveness Scale (RG-IES) to assess the impact of responsible gambling messages.

This scale was developed in collaboration with industry giants like Bally’s, BetMGM, and FanDuel, and is backed by the research of professors Jonathan Ross Gilbert and Marla Stafford. These experts were provided with access to a large pool of players to analyze various responsible gambling (RG) messages, resulting in a scale that can help gauge their effectiveness.

How the RG-IES Works

• Respondents rate their agreement with 15 different statements about an RG message on a scale of 1 to 7

• A score below the 4.0 mean indicates that a message is ineffective

• Ineffective messages require redesigning to align better with responsible gambling principles

Why the Tool Matters

• Offers a research-based method for evaluating RG communications

• Helps move away from overly clinical and unappealing messaging

• Aims to make responsible gambling messages more engaging and relatable

Industry Context

• Arrives at a time of increased focus on responsible gambling

• Comes as NFL betting is expected to surge by 31% this season

• Provides casinos and sportsbooks with a structured way to test and improve messaging

The RG-IES represents a step forward in creating responsible gambling messages that not only inform but also resonate with players. By making communications more effective, engaging, and consistent, the tool has the potential to reduce gambling-related harms while maintaining the entertainment value of gaming.

In conclusion, the AGA’s RG-IES gives the industry a practical foundation to refine responsible gambling strategies, ensuring messages are not just seen but truly understood.