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The latest annual consumer survey from the American Gaming Association (AGA) shows that a record number of Americans engaged in legal gaming in 2025. The results also highlight a growing preference for legal gaming options among players and increased recognition of responsible gaming measures. Other notable findings include sustained bipartisan support for sports betting.
According to the survey, more than half of US adults (57 %) reported engaging in some form of gambling over the past 12 months. The results help drive recognition of the industry’s commitment to responsibility and its economic impact. “These results underscore a sustainable foundation for the American gaming industry, reflecting strong consumer confidence in a state‑regulated market as a safe and trusted form of entertainment,” said AGA President and CEO Bill Miller.
Casinos drive jobs, revenue, and tourism amid rising visits
Some 134 million Americans visited casinos in the past year—equivalent to about 53 % of US adults—which marks the first time visitation surpassed the halfway point. Moreover, nearly three‑quarters of Americans believe having casinos in their states is beneficial because they help create jobs, generate tax revenue, promote tourism and boost local businesses.
Several states are currently considering new commercial casino licenses, reinforcing this momentum. For example:
In Indiana, a study identifies downtown Indianapolis as a potential casino site, estimating substantial tax revenues if approved.
In California, Hard Rock International and the Tejon Indian Tribe are pursuing a large‑scale resort‑casino in Kern County, offering major economic and gaming‑capacity implications.
In New York, the Resorts World New York City proposal is a frontrunner for one of the three downstate commercial casino licenses; if awarded, it could open by mid‑2026 and generate thousands of jobs and billions in revenue.
Legal, regulated sports betting also receives broad bipartisan support, with 74 % of Americans favoring it. Additionally, 78 % of Americans consider sports betting a form of entertainment. This backing comes as states such as Missouri prepare to enter the regulated market—highlighting that emerging jurisdictions anticipate competition with border states and view legalized wagering as part of economic strategy.
Regulated gaming wins player trust amid rising market oversight
Ninety percent of iGaming players and 93 % of sports bettors say legality is a deciding factor when choosing where to play, showing online gamers overwhelmingly prefer regulated platforms. However, more than 40 % of gamers and bettors report difficulty distinguishing between legal and illegal platforms.
States where sports betting is legal report that 70 % of residents believe the industry acts responsibly in marketing and advertising, which is critical to guiding players toward legal options.
Regulators are moving accordingly. In Michigan, the state issued cease‑and‑desist orders to eight unlicensed online casinos deemed illegal, protecting consumer interests and reinforcing legal‑market dynamics. Meanwhile, industry‑wide reports reveal that in 2024, illegal online gambling operators may have accounted for roughly 74 % of US online gross gambling revenue—illustrating the scale of the challenge even as regulated markets expand.
This level of trust and credibility is key in steering players toward legal platforms and away from high‑risk illicit operations.
Industry tools and education boost player confidence in safe gaming
Consumer recognition of the industry’s commitment to responsible gaming continues to grow. More than three‑quarters (77 %) of brick‑and‑mortar casino visitors say the industry’s responsible‑gaming programs are effective—up from 67 % in 2018. Nearly nine in ten (88 %) sports bettors similarly rate these programs as effective.
Concrete industry initiatives further underline progress. The Responsible Online Gaming Association (ROGA) partnered with the free blocking‑software tool BetBlocker to give players an accessible means to restrict access to gambling websites and apps. In Michigan, regulators designated September as Responsible Gaming Education Month, raising awareness of prevention, treatment and recovery services. New Jersey regulators proposed one of the most comprehensive responsible‑play rule frameworks in the US, requiring operators to monitor at‑risk behaviour, designate responsible‑gaming leads and enforce warning triggers.
Operators are also making business‑practice changes: for example, DraftKings Inc. announced it will no longer accept credit‑card deposits for its US online casino and sports‑betting operations, aiming to reduce player exposure to cash‑advance fees and higher interest rates.
Taken together, these efforts underscore a broader shift: regulatory frameworks, industry‑led tools and consumer behaviour appear increasingly aligned around safer, more transparent gaming practices.
Based on these numbers, Miller said, “We will continue to build on this momentum by expanding the legal market, strengthening responsibility, and ensuring gaming delivers for players and communities alike.”
