The US gambling sector has expanded its advertising presence rapidly, yet a new industry audit suggests responsible gambling communication has received significantly less attention. The 2026 Responsible Gambling Communications Audit found operators spent $520 million on celebrity and athlete partnerships in 2025, compared with $60 million on responsible gambling programs and communications.
The study reviewed 30 operators across sports betting, online gaming, and land-based casinos. It examined earned media coverage, ESG disclosures, regulatory records, and AI search results to measure how effectively companies communicate their responsible gambling efforts.
The report identified an 8.7-to-1 gap between celebrity partnership spending and responsible gambling communication investment. It said this difference is becoming increasingly relevant as regulators, investors, and AI-powered search platforms assess gambling companies.
Marketing Investment Highlights Communication Imbalance
The audit estimated US gambling companies spent $3.9 billion on marketing and advertising during 2025. Television advertising accounted for $1.42 billion, while digital performance marketing reached $980 million.
Celebrity and athlete partnerships received $520 million, compared with $90 million for earned media and $60 million for responsible gambling programs. The report identified an 8.7-to-1 gap between celebrity spending and responsible gambling communication investment.
Researchers said the difference has become relevant for regulatory relationships, ESG evaluations, and AI-generated search results used by consumers.
Among 12 publicly traded gambling operators reviewed, four disclosed responsible gambling investment as a percentage of marketing spending. Others provided limited figures or did not separate the category.
The audit also examined regulator engagement and found gaming officials in several markets reported receiving proactive responsible gambling communications from only a small number of operators.
AI Visibility Depends On Published Responsible Gambling Content
The study analyzed 2,400 AI queries across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews between February and April 2026. It found BetMGM appeared in 78% of responsible gambling-related responses, followed by DraftKings at 64%.
MGM Resorts reached 47%, while FanDuel recorded 41%. The report said AI platforms rely heavily on publicly available content, meaning operators with stronger communication strategies often receive greater visibility.
Researchers noted that AI systems cannot assess internal responsible gambling spending directly. Instead, they use published materials, regulatory information, and third-party coverage when generating responses.
Operators With Stronger Communication Rank Higher
The Responsible Gambling Communications Index evaluated investment transparency, earned media presence, executive visibility, regulator engagement, and AI citation share.
BetMGM scored highest among sports betting operators with 78 points, followed by DraftKings at 71 and FanDuel at 66. In online casino, BetMGM Casino led with 74 points.
MGM Resorts ranked first among land-based casino operators with an 81-point score, supported by its GameSense program and ESG reporting. The audit found casino companies often maintain established responsible gambling measures but receive limited digital attention for those efforts.
The report recommended that operators disclose responsible gambling investments more clearly, expand public communication, and strengthen regulator engagement before new markets legalize online gambling.
Source:
“The 5W Responsible Gambling Communications Audit 2026”, 5wpr.com, July 2026
The post Gambling Industry’s Responsible Gaming Gap Widens first appeared on RealMoneyAction.com.