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Gambling is in the midst of a big boom. Though state-by-state legislation has slowed to a degree, access is now more widespread than ever. Options are multiplying, and gamblers have more choices than ever.
As the industry continues its rapid expansion path, so must the responsible gambling (RG) programs that help keep it in check.
In an interview with PlayUSA, Alec Thomson, executive director of the Arizona Lottery, discusses where problem gambling in Arizona and the country stands in 2026, what operators can do to make a difference (beyond just checking a box), and how retail can power RG programs in new ways.
Gambling as entertainment
The “play for fun” mantra has been the guiding message around gambling for a long time. It’s easy to tune out the “entertainment” aspect, though, when you’ve heard it for years.
Or when your four-leg parlay wager comes up one leg short.
So how do you convey the “gambling is entertainment” message in a way that actually lands?
Thomson takes a practical approach: Tie it to something people already understand.
“Just like you’d pay for a concert or a baseball game, your gaming budget should be evaluated and set based on similar considerations. If you walk away with a win, that’s a great encore, but the win should never be an expectation.”
Gambling is like buying a ticket to a concert, Thomson said. You know the price of the ticket before you buy it. Gambling should be the same.
Thomson encourages players to set a limit and treat it the same way they’d treat a dining or travel budget.
“We make it a priority to remind players that once the fun stops and any form of financial stress begins, the entertainment value has evaporated.”
Spotting the signs at the counter
Most of the conversation around problem gambling early intervention happens at the clinical level. The AZ Lottery, however, believes intervention can occur well before that: at the retail counter.
The Arizona Lottery works directly with retailers to understand what warning signs look like. Red flags can include someone playing with money clearly meant for essentials, visible stress at the point of sale, or a noticeable shift in priorities.
Thomson stresses that neither he nor his retailers are clinicians, and that’s fine. That’s not what the “referral-first” model requires.
“Most of us aren’t the experts, but we can be the bridge for someone to connect with an expert who can help. A good way to approach a situation like this is to calmly say, ‘I’ve noticed you’re playing more than usual, and I want to make sure you know there are people you can talk to.'”
From there, the retailer can point the player toward the Arizona Department of Gaming’s (ADG) professional resources. The goal is to be helpful, not judgmental.
Megaphone messaging
Arizona’s 800-NEXT-STEP helpline and the ADG’s self-screening quiz are the primary tools for those struggling with gambling issues. The Lottery’s job, according to Thomson, is to make sure those resources are visible.
“Because we have a massive footprint in over 3,600 retail locations, we are the ‘megaphone’ for these services.”
Lottery outlets are in the heart of communities. Eye-catching displays in a convenience store checkout line can get etched in people’s minds, while the helpline number on a scratch ticket is a present reminder that help is close by.
The Lottery is also looking at expanding the visibility of these tools on its mobile app and website.
The goal is simple: A player should never be more than one click or one phone call away from professional help.
Trust over transaction
Thomson said gambling operators must show that they care more about the player than the transaction.
“RG programs should never be driven by legal requirements or the need to check a box, but rather a core part of an operator’s brand identity. It’s not just the right thing to do, it’s fundamental to our mission, and we know that it’s how we earn and maintain public confidence in our games and operation.”
For the Arizona Lottery specifically, that means full transparency on odds and making the path to support “always clear and accessible.” Thomson believes that when the public sees an operator reinvesting in player protection and education, it builds strong credibility and trust.
At its core, RG is a principle, not a concept. Operators who prioritize it will be much more successful than those who see it as an obstacle.
A united effort
Thomson said the Arizona Lottery and the Department of Gaming have carved out their individual lanes on a mutual highway.
“The Arizona Lottery’s expertise is in retail, marketing, and player engagement. We own the ‘front end’ of the conversation by promoting safe play habits.
“The Department of Gaming owns the ‘back end’ – the clinical expertise, the treatment networks, and the regulatory oversight.”
The result, when it works, is a seamless experience for the player. No redundancy, no gaps, and no muddled messaging from organizations trying to do each other’s jobs.
Thomson credits constant communication between the two entities for making that division work.
Safety nets in the digital age
Gambling is increasingly digital, often available at a player’s literal fingertips via mobile devices. This makes the logistics of RG harder. Players can buy a Fast Play ticket or place a bet on the Cardinals in seconds.
But what’s good for business can be tricky for player safety, Thomson said.
“The challenge is keeping the ‘safety net’ as accessible as the games themselves.”
Responsible gambling messages that get buried in terms and conditions or at the bottom of web pages lose their effectiveness. Thomson suggests responsible play needs to be built into the user experience itself.
That philosophy is driving the Lottery’s push to make its mobile tools and digital platforms more RG-forward. The path to RG resources should be as smooth as the path to playing a game or placing a bet.
The Lottery also uses a brand tracker with market research firm Ipsos to monitor how its marketing is landing with consumers, specifically whether RG messaging is resonating the way they want it to.
“Success for us is defined by high recall of our RG resources and ensuring that ‘safe play’ remains a primary association with the Arizona Lottery brand.”
The bigger picture
There’s a version of responsible gambling that exists to satisfy a regulator. That’s the box-checking minimum effort. Then there’s the version that actually helps players.
The Arizona Lottery’s approach is built around the idea that RG is something you do, not something you document. This approach includes the retail megaphone, the referral-first model, the brand tracker, and the institutional division of labor.
This will all evolve as the industry finds new ways to put gambling in the hands of players. But the foundation Thomson describes is already operational, and that’s a meaningful place to start.
