American Gaming Expands ‘Bet Responsibly’ With ‘Keep Your Cool’ Message
Thursday, December 5, 2024 at 04:24PM By Barry Janoff
December 5, 2024: Stating that “responsible gaming efforts and other proactive efforts by legal operators are resonating with consumers and making a difference," the American Gaming Assn. has expanded its “Have A Game Plan. Bet Responsibly” PSA campaign with the introduction of a fifth pillar: "Keep Your Cool."
The American Gaming Assn. said the new messaging “reinforces the campaign's mission to promote responsible sports wagering by emphasizing athlete harassment is never appropriate.”
“Responsible gaming efforts like Have A Game Plan and other proactive efforts by legal operators are resonating with consumers and making a difference," Bill Miller, American Gaming Assn. president and CEO, said via the organization.
“Keep Your Cool' builds on this momentum by reminding bettors that a betting result — good or bad — is not an invitation to criticize a team, official, or athlete."
The Keep Your Cool initiative comes as two of the most heavily bet sports events are approaching: Super Bowl LIX in February followed by March Madness.
This past February, a record 67.8 million adults in the U.S. bet on Super Bowl LVIII, a 35% increase from 2023, wagering an estimated $23.1 billion on the game, up from $16 billion during Super Bowl LVII, according to the American Gaming Assn.
"The integrity of our game is critical,” NFL commissioner Roger Goodell said during a media conference prior to Super Bowl LVIII.
“And so we spend a lot of time focusing on that, educating, making sure that all of our personnel are aware of our gambling policies, in this case or any other policy that can affect the integrity of our game.
“Ultimately, that's our primary job.”
This past March, people in the U.S. wagered more than $2.72 billion on the NCAA Div. I Men's and Women's basketball tournaments using legalized sportsbooks, according to the American Gaming Assn.
The American Gaming Assn. said that, according to recent research, 66% of people in the U.S. believe the gaming industry's responsible gaming initiatives are effective, up from 59% in 2023.
Among those who actively participate in gaming, 79% of physical casino players and 85% of sports bettors agree these programs are working, including an impressive 73% of young bettors aged 18-24.
"At Nascar, we believe responsible gaming enhances the overall fan experience," Steve Phelps, president said via Nascar, an early supporter of Have A Game Plan.
"Keep Your Cool' reflects our shared commitment to encouraging fans to bet responsibly and maintain a respectful approach to the sport they love."
American Gaming Assn. partners also include MLB, NBA, PGA Tour and the WNBA.
The American Gaming Assn. said 38 states and the District of Columbia currently offer legal sports betting.
According to its just-released "Commercial Gaming Revenue Tracker" for Q3 2024, data compiled by the American Gaming Assn. from state regulatory disclosures shows that “combined revenue from online sports betting and iGaming was $5.14 billion in Q3.
“Combined revenue from commercially operated land-based casinos, sports betting, and iGaming increased 8.1% year-over-year, reaching $17.71 billion for the quarter.
“Q3 was the industry’s 15th consecutive quarter of year-over-year growth.”
The American Gaming Assn. said that since its launch in 2019, Have A Game Plan. Bet Responsibly. has educated bettors through four foundational pillars:
1. Set a Budget: Establish and stick to a financial limit.
2. Keep It Social: Bet responsibly as part of a shared activity.
3. Know the Odds: Know the terminology and understand risks before placing bets.
4. Play Legally: Use regulated, legal betting platforms.
The new "Keep Your Cool" pillar “complements these principles by promoting sportsmanship and emphasizing the social aspects of sports betting,” according to the American Gaming Assn., including:
• Respect the Game: Winning and losing are part of sports betting, nobody is perfect; the result of a bet should not prompt negative actions — in person or online — towards athletes and officials.
• Stay Focused on Having Fun: Sports betting is entertainment.
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