AGA’s Research: Public Attitudes Towards Gambling Are Positively Shifting

Kantar, a global provider of marketing data and analytics, was commissioned to conduct the research. The survey, carried out from July 22nd to August 8th, 2025, involved 2,001 registered voters aged 21 and above.

Key Takeaways from the AGA’s Report

The recent investigation provides valuable insights into the structure of engagement and prevailing societal trends. The research revealed that 57% of adult US residents have interacted with the entertainment sector in some way over the past year, demonstrating an ongoing increase in interest in legal gaming. Examining the key verticals, roughly 30% of respondents are land-based casino clients, and 21% are betting enthusiasts.

Public stance towards gambling has become substantially more favourable, with 90 out of 100 Americans considering it an acceptable form of cultural leisure. The attendance rate at ground casino venues hit a record high of 134 million adults, representing 53% of the population. Participants claimed to enjoy not only gaming itself but also pastime in general.

Approximately 89% of respondents characterised entertainment formats as innovative, and 90% observed that the mixture of cost and content value is advantageous compared to alternative amusement offers. This change in perception is stimulating the inflow of a new, younger demographic.

Key figures from the AGA’s report:

• 77% of US citizens are confident that gambling benefits the country's economy;
• 82% believe that the industry generates well-paying jobs that cannot be outsourced;
• 85% are sure that the sphere facilitates the development of the dining and entertainment fields;
• 86% recognise the role of casinos in boosting the growth of tourism and business events.

Emphasis on Responsible Gambling and Consumer Protection

Support for transparent and thorough gaming in the United States continues to be strong:

1. Regulatory aspect. Around 74% of Americans, irrespective of their political views, endorse uniform rules and oversight. This is a positive outcome amidst the ongoing effort to combat the grey market.
2. Responsible gaming. Trust in these principles is gradually increasing. Currently, 64% of residents (up from less than 40% in 2018) think that operators implement adequate measures to prevent gambling addiction and promote safe participation.
3. The sector’s reliability. Additionally, confidence in the industry is growing: approximately 77% of land-based casino clients see the sphere as well-protected, and 84% of wagering portal users share this perception.

The research also revealed a notable rise in awareness of responsible gambling principles. About 72% of adult Americans have seen informative messages on various resources over the past year. This represents an increase from 56% in 2022.

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