The American Gaming Association (AGA) has introduced a new digital resource aimed at enhancing player awareness and promoting healthier gambling practices. The Play Smart Consumer Hub builds upon the AGA’s longstanding “Play Smart from the Start” campaign and delivers an expanded range of tools designed to support responsible play.

As part of this initiative, the AGA is strengthening its commitment to player well-being by offering an accessible, research-based platform that supports informed choices. “The AGA is committed to making responsible gaming a seamless part of the player experience,” said Bill Miller, the association’s president and CEO. “The Play Smart Consumer Hub provides players with straightforward, actionable tools to help them stay in control and keep gaming fun,” according to an AGA press release.

Guided by Three Principles: Awareness, Education, Intention

At the core of the Play Smart initiative are three foundational concepts derived from behavioral research, including: Right State of Mind, which encourages players to begin each session with a clear and focused mindset, while being aware of personal limits; Know the Game, educates players on fundamental game mechanics (bet types, terminology), including odds and house advantages (house edge); and Act Intentionally, which promotes planning through taking breaks, staying mindful throughout the gaming experience and budgeting.

To reinforce these principles, the hub offers several interactive tools. One of the main features is a Pre-Play Checklist, designed to prompt players to reflect on their emotional and financial readiness before engaging in gambling. This preemptive step helps reduce impulsive decisions and encourages responsible behavior.

Players can test their knowledge and gain perspective through the Responsible Gaming IQ Quiz—another tool designed to assess gaming behavior and encourage thoughtful reflection.

Importantly, the Play Smart Consumer Hub also offers direct links to assistance, including the National Problem Gambling Helpline (1-800-GAMBLER) and access to self-exclusion programs across various states.

Tools for Operators and a National Push for Responsible Play

In addition to resources for players, the platform includes an Industry Toolkit tailored for gaming operators and stakeholders. This section provides ready-made templates, messaging guidance, and promotional materials aimed at supporting consistent, player-focused responsible gaming efforts across multiple channels. “Whether an operator or supplier is building a new responsible gaming program or looking to refresh existing efforts, this toolkit makes it easy to deliver consistent, player-first messaging across every customer touchpoint,” Miller added.

The release of the Play Smart Consumer Hub comes at a time when national and state-level efforts toward responsible gambling are accelerating. Several jurisdictions have already taken significant steps. In Massachusetts, the GameSense program, operated in collaboration with the state’s Gaming Commission, offers interactive kiosks and on-site advisors to guide players. Pennsylvania mandates staff training on responsible gambling and maintains a self-exclusion registry. New Jersey funds awareness campaigns and educational services through the Council on Compulsive Gambling of New Jersey.

At the national level, the National Council on Problem Gambling (NCPG) continues to push for industry-wide improvements, launching initiatives such as the National Voluntary Self-Exclusion Programme and setting new digital standards. The NCPG also enhanced the 1-800-GAMBLER helpline for broader access.

Meanwhile, operator collaboration is also expanding. The Responsible Online Gaming Association (ROGA), formed by companies including FanDuel, DraftKings, bet365, BetMGM, Penn Entertainment, and others, supports coordinated efforts to improve online player safety. ROGA is also involved in a new AI-driven responsible gaming research center led by the International Gaming Institute at the University of Nevada, Las Vegas.

The Play Smart Consumer Hub is available at www.playsmartfromthestart.org, offering both consumers and operators a unified platform to encourage safer gambling habits and support informed play.