American Gaming Association Unveils Responsible Gaming Intervention Effectiveness Scale (RG-IES)

A Research-Based Approach to Responsible Gaming

This scale, created by Drs. Jonathan Ross Gilbert and Marla Stafford, is designed to evaluate the effectiveness of responsible gaming (RG) messages in promoting responsible play among gaming consumers.

The RG-IES provides a research-based method for assessing the impact of responsible gaming messages on players. By evaluating how these messages influence the thoughts, feelings, and behaviors of consumers, the tool serves as an important resource for academics, industry members, and others invested in promoting responsible gaming.

The AGA emphasized that promoting responsible play is a core value of the U.S. gaming industry, and this tool represents a step forward in ensuring that RG messages effectively resonate with the public.

Collaboration Across the Industry

Bally’s, FanDuel, and BetMGM played a key role in the development of the RG-IES by providing both funding and access to players for research purposes. This collaboration underscores the industry’s commitment to advancing responsible gaming through research and innovation.

While the RG-IES is not intended to be a one-size-fits-all solution for measuring the success of responsible gaming messages, it offers a critical starting point for evaluating their effectiveness.

The tool allows users to gauge whether a message has the potential to make a meaningful impact on players’ behaviors and attitudes. The AGA hopes that this new scale will encourage further research into how responsible gaming messages can be tailored to better engage with players.