The American Gaming Association (AGA) has unveiled a new expansion to its popular public service campaign, “Have A Game Plan. Bet Responsibly,” with the addition of a fifth pillar: “Keep Your Cool.” This new initiative aims to further encourage responsible sports betting and highlight the importance of respectful behavior in the gaming community.
A New Pillar for Responsible Betting
The addition of the “Keep Your Cool” pillar marks a significant expansion of the AGA’s public service campaign, which was initially launched in 2019. With its core mission of promoting responsible sports betting, the new pillar introduces two key principles: “Stay Focused on Having Fun” and “Respect the Game.”
The first principle, “Stay Focused on Having Fun,” reminds bettors to treat wagering as an entertainment activity rather than a stressful or financially risky pursuit. It’s a simple, yet crucial message: betting should remain enjoyable and not lead to harmful behavior or emotional distress.
The second principle, “Respect the Game,” sends a clear message against athlete harassment, whether online or in-person. It emphasizes that sports betting outcomes—whether wins or losses—should never provoke attacks or insults towards athletes, teams, or officials. The AGA is making it clear that while competition is a core part of sports, treating others with respect should always come first.
These two principles align perfectly with the existing pillars of the campaign, which encourage setting budgets, understanding the odds, and using legal operators for betting. By introducing this new pillar, the AGA continues to build a comprehensive framework aimed at helping people make smart, responsible decisions while gambling on sports.
Growing Impact of Responsible Gaming Efforts
The launch of the “Keep Your Cool” pillar comes on the heels of new research that demonstrates the effectiveness of the AGA’s responsible gaming initiatives. According to the latest findings, an overwhelming 66% of Americans believe that various responsible gaming programs are making a difference. This figure represents a solid increase from last year’s 59%, indicating that efforts to promote safer gambling are gaining traction among the public.
The research also highlights that 79% of land-based casino players and 85% of sports bettors view responsible gaming programs as effective. A particularly promising statistic is found among the younger demographic—73% of sports bettors aged 18 to 24 agree that these programs are working, signaling that the AGA’s message is reaching the next generation of gamblers.
These results underscore the growing awareness and success of the responsible gambling movement. The AGA’s proactive initiatives, including “Have A Game Plan. Bet Responsibly,” continue to resonate with consumers, particularly in states where sports betting has become a significant part of the local economy. The success of these programs is a strong indicator that the gaming industry is committed to maintaining the integrity of its operations while safeguarding its players.
A Strong Message from AGA Leadership
Bill Miller, President and CEO of the AGA, expressed his enthusiasm for the new pillar and the ongoing success of the campaign. He emphasized that responsible gaming efforts are increasingly being recognized by consumers as essential to promoting healthy gambling habits.
“Responsible gaming efforts like Have A Game Plan and other proactive efforts by legal operators are resonating with consumers and making a difference,” Miller said in a statement. “‘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.”
Miller’s words reflect the AGA’s commitment to supporting responsible sports betting and maintaining a respectful atmosphere in the industry. By expanding the campaign to include a focus on emotional control and respect for athletes, the AGA hopes to reduce negative behavior and foster a more positive betting environment for everyone involved.
