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American Gaming Association

68 Million Americans to Wager on March Madness

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Growth of Legal Market Driving Tournament Betting

A quarter of all American adults (68 million) plan to wager $15.5 billion on this year’s NCAA Men’s Division I Basketball Tournament, according to a new survey from the American Gaming Association (AGA).

31 million American adults plan to place a traditional sports wager online, at a retail sportsbook, or with a bookie.
* 21.5 million plan to bet casually with friends.
* 56.3 million plan to participate in a bracket contest.

“March Madness is one of the best traditions in American sports and America’s most wagered-on competition,” said AGA President and CEO Bill Miller. “Critically, the expansion of regulated sports betting over the past five years has brought safeguards to more than half of American adults who can now bet legally in their home market.”

The growth in March Madness betting is driven by a resurgence of bracket contests as well as Americans taking advantage of the expansion of legal online wagering. Three-fourths of online bettors say this will be their first time betting on March Madness online.

While 18 million more American adults plan to wager on March Madness compared to last month’s Super Bowl, Americans are expected to wager half a billion dollars less on the tournament than they planned to wager on the Big Game.

Since last year’s tournament, Kansas, Massachusetts and Ohio have launched retail and mobile sports betting markets, while Maryland has launched mobile wagering. This year’s March Madness, with 67 games over three weeks, will be the first to feature Las Vegas as a regional host location.

“With the excitement around March Madness, the AGA and our members want to remind anyone getting in on the action to have a game plan to bet responsibly. That means setting a budget, knowing the odds, keeping it social and always playing legally,” added Miller.

Among bettors, Kentucky is the most popular choice to win the national title (9%) followed by Texas A&M (8%) and Gonzaga, UCLA and Alabama (6%).

Background
33 states and Washington, DC currently feature live, legal sports betting markets, with three additional legal markets awaiting launch. More than half of American adults (57%, 146 million) live in a live, legal sports betting market. AGA’s Have A Game Plan Bet Responsibly campaign is bringing sports betting stakeholders together to promote responsible gaming.

Methodology
Morning Consult conducted the online survey on behalf of the AGA between March 1 to 3 among a national sample of 2,200 adults. The data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment and region. The margin of error is +/- 2 percent and greater among sub-groups. Bettors include those who expect to place a bet online, with a bookie, with a casino sportsbook, casually with family or friends or as part of a bracket contest.

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American Gaming Association

AGA Launches “Play Smart from the Start” Consumer Hub to Help Players Game Responsibly

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The American Gaming Association (AGA) announced the launch of the Play Smart Consumer Hub, a new online resource designed to help consumers game responsibly. The hub builds on AGA’s Play Smart from the Start, a messaging platform that encourages players to make informed choices and develop habits that keep gaming fun.

“The AGA is committed to making responsible gaming a seamless part of the player experience. Part of the fun of gaming is that everyone plays differently, but no matter how or where you play, staying in control starts with habits that work for you. The Play Smart Consumer Hub provides players with straightforward, actionable tools to help them stay in control and keep gaming fun,” said Bill Miller, president and CEO of the AGA.

Grounded in player research, Play Smart from the Start centers around three key principles:

• Right State of Mind: Start every game with the right mindset—stay present, know your limits, and play on your terms.

• Know the Game: Understand the rules, odds, and bet with intention.

• Act Intentionally: Set a budget, take breaks, and stay aware, win or lose.

The Play Smart Consumer Hub offers practical tools, including:

• A Pre-Play Checklist to help players assess their mindset and set personal limits before betting.

• A Know the Game section that demystifies odds, house advantage, and common sports betting terms.

• A Responsible Gaming IQ Quiz that allows players to evaluate their gaming habits.

• Easy access to support resources like the National Problem Gambling Helpline (1-800-GAMBLER) and state self-exclusion options.

In addition to the consumer tools, the platform also features an Industry Toolkit, providing operators and other stakeholders with resources, including messaging guidance, creative assets, customer communications and activation ideas to support the integration of consistent, responsible gaming programs.

“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 said.

The Play Smart Consumer Hub is now live at playsmartfromthestart.org.

The post AGA Launches “Play Smart from the Start” Consumer Hub to Help Players Game Responsibly appeared first on Gaming and Gambling Industry in the Americas.

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AGA

Americans to Legally Wager Estimated $3.1 Billion on March Madness

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The American Gaming Association (AGA) estimates that Americans will legally wager $3.1 billion on the men’s and women’s college basketball tournaments this year, up from $2.7 billion in 2024. This growth underscores the expanding legal sports betting market and the growing trust in legal wagering options. 

“March Madness is one of the most exciting times in American sports, with fans fired up for both the men’s and women’s NCAA tournaments,” said AGA SVP of Strategic Communications Joe Maloney. “As legal wagering expands across the U.S., more fans than ever have the opportunity to bet legally and responsibly.” 

Throughout the month of March, Have A Game Plan.® Bet Responsibly.™ campaign will serve important messages to fans, encouraging responsible sports betting. The campaign promotes five key principles: 

  • Set a Budget: Determine how much you are willing to spend and stick to it. 
  • Keep it Social: Betting should be a form of entertainment shared with others. 
  • Know the Odds: Understand the games and your chances of winning. 
  • Play Legally: Use regulated, legal betting platforms.  
  • Keep Your Cool: The result of a bet – win or lose – is not an invitation to criticize players, coaches, or officials online or in-person.  

“‘Keep Your Cool,’ our newest ‘Have A Game Plan’ principle, is all about keeping betting fun and respecting the game – no matter how unpredictable March Madness becomes,” Maloney added. 

Since the U.S. Supreme Court’s decision to overturn PASPA in 2018, legal sports betting has expanded to 38 states and Washington, D.C., offering consumers safe and regulated options to engage with their favorite sports. Americans’ support for legal sports betting continues to grow. According to the AGA’s 2024 American Attitudes Survey, 75% of Americans support legal sports wagering in their home state, and 90% view sports betting as an acceptable form of entertainment. 

For more information on responsible sports betting, visit www.haveagameplan.org. 

The post Americans to Legally Wager Estimated $3.1 Billion on March Madness appeared first on Gaming and Gambling Industry in the Americas.

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AGA

Americans to Wager Estimated $1.39 Billion on Super Bowl LIX

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The American Gaming Association (AGA) estimates that Americans will wager a record $1.39 billion legally on Super Bowl LIX, highlighting the continued expansion and enthusiasm around the legal sports betting market.

“No single event unites sports fans like the Super Bowl, and that excitement extends to sports betting, with this year’s record legal handle reflecting its widespread appeal,” said Bill Miller, AGA President and CEO. “This figure underscores the positive impact of the legal market—from protecting consumers to generating tax revenue that benefits communities across the country—while enhancing the game experience for all.”

Americans’ support for legal sports betting continues to grow. According to the AGA’s 2024 American Attitudes Survey, 75% of Americans support legal sports wagering in their home state, and 90% view sports betting as an acceptable form of entertainment. Since the Supreme Court struck down PASPA in 2018, 38 states and D.C. have launched legal sports betting markets, expanding consumer access to safe, regulated options.

With Super Bowl LIX marking another major milestone in the growth of the legal U.S. sports betting market, the AGA is committed to fostering a thriving legal market that promotes responsible gaming, safeguards consumers, and supports long-term economic growth. As part of this effort, the AGA is once again partnering with New Orleans Saints great, college football analyst and responsible gaming ambassador, Mark Ingram II, at Super Bowl LIX. Mark will appear on Radio Row on behalf of AGA’s Have A Game Plan.® Bet Responsibly.™ campaign. He will encourage bettors to bet legally and responsibly on Super Bowl LIX.

The post Americans to Wager Estimated $1.39 Billion on Super Bowl LIX appeared first on Gaming and Gambling Industry in the Americas.

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