American Gaming Association Introduces “Keep Your Cool” Pillar
The American Gaming Association (AGA) has expanded its well-known “Have A Game Plan.® Bet Responsibly.™” campaign by introducing a new pillar, “Keep Your Cool.” The initiative promotes respect and sportsmanship in sports wagering, emphasizing that negative behaviors like athlete harassment are unacceptable.
Campaign Evolution and Key Statistics
Launched in 2019, the AGA’s campaign aims to educate bettors through fundamental pillars such as setting budgets, keeping betting social, understanding odds, and playing legally.
With the addition of “Keep Your Cool,” the campaign reinforces its message that betting should remain a form of entertainment without devolving into unsportsmanlike conduct.
According to recent research, responsible gaming efforts are gaining traction nationwide:
- 66% of Americans now believe the gaming industry’s initiatives are effective, up from 59% in 2023.
- Among active participants, 79% of casino players and 85% of sports bettors recognize the impact of these programs.
- Young bettors aged 18-24 also showed strong engagement, with 73% acknowledging the importance of responsible gaming.
New Pillar Focus: Respect and Fun
“Keep Your Cool” is designed to complement the campaign’s existing principles by encouraging bettors to respect athletes and officials. Key messages include:
Respect the Game: Accept the outcomes of sports as part of the experience and avoid negative reactions, whether in person or online.
Stay Focused on Having Fun: Sports betting should be viewed as a source of enjoyment rather than a cause of stress or confrontation.
Joe Solosky, NASCAR’s Managing Director of Sports Betting, highlighted the importance of this new initiative, stating, “Responsible gaming enhances the overall fan experience. ‘Keep Your Cool’ reflects our shared commitment to fostering respect within sports.”
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