AGA Introduces New Responsible Gambling Messaging ‘Effectiveness Scale’

Article by : Erik Gibbs Sep 13, 2024

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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.

The RG-IES offers a new research-based method for industry members, academics, and others interested in responsible gambling to evaluate the impact of their messaging. The scale allows respondents to rate how much they agree with 15 different statements about an RG message on a scale of 1 to 7, with 7 being the highest.

Once all the responses are collected, scores are averaged. A message scoring below the 4.0 mean is considered ineffective and would need redesigning to better fit responsible gambling principles.

The AGA sees this tool as a starting point for further research on how to craft more effective and engaging RG communications. In their view, many existing responsible gambling messages lack appeal because they are too clinical.

The RG-IES aims to change that by making messages more engaging, fun, and less formal, increasing the likelihood that gamblers will pay attention to and be influenced by the messages. The goal is to use the scale to create content that encourages safe gambling practices while maintaining the entertainment aspect of gaming.

This tool arrives during a time when responsible gambling has taken on increased importance, especially with the expected surge in NFL betting this season. The AGA anticipates a 31% rise in NFL wagers, underscoring the need for effective responsible gambling strategies. With RG-IES, casinos, sportsbooks, and other operators now have a structured way to test the impact of their messages and adjust accordingly to ensure they resonate with players.

Researchers Gilbert and Stafford believe the RG-IES can help the gambling industry create messages that meaningfully influence players’ behavior, reducing potential harms related to gambling while maintaining its fun and entertainment value. They emphasize that this scale should be used as a foundation for further research, helping the industry measure responsible gambling message effectiveness in a more consistent and reliable way. By employing this tool, operators can ensure their messaging is not only seen but processed and understood in the way intended.