Case Study

Responsible gaming (RG) is a critical issue facing the gaming industry because it has multi-faceted impacts ranging from overall industry reputation to the business strategy of individual American Gaming Association (AGA) members. Messaging was not connecting with consumers, and some AGA members had created their own RG initiatives, creating further confusion.

Within this context, Heart+Mind was asked to bring clarity on how to brand RG and to develop a consumer-oriented campaign framework and tagline that resonates with consumers and positions the AGA’s approach as the human-centered industry standard for members to follow.

Our approach started with one-on-one interviews with RG experts from across the industry, including AGA members and academics. This foundational understanding helped guide our in-person focus group discussions with consumers, which were critical in understanding how bettors think and feel about RG, and opportunities for the initiative to better connect with them.

After validating these insights via survey, we then tested a variety of ways to position RG along with potential taglines, first by BrightBoard, and lastly with a survey leveraging a Max-Diff to identify the best tagline.