As gambling becomes increasingly mainstream in the U.S.–including lotteries 48 states now offer legal gambling–the landscape of Responsible Gambling (RG) and addiction treatment is also evolving, writes Lauren Harrison.
The rise of more diverse and easily accessible products means that consumers in most states can now engage with gambling 24/7.
But this also comes with a downside: An increasing number of U.S. players who are struggling with problem gambling.
In the absence of federal oversight, each state has different services and budgets for providing gambling addiction care, creating a fragmented system, which, according to Birches Health, leaves as many as “91 percent of problem gamblers unable to access care through traditional channels”.
To mark the start of Problem Gambling Awareness Month in the U.S.A., iGamingFuture invited Elliott Rapaport, Founder and CEO of Birches Health, gambling addiction treatment specialist, to discuss the current state of RG, emerging trends for the year ahead, and how we as an industry can create a safer playing environment for consumers.
North America is still a relatively new online betting market. One advantage of this is learning from those who have gone before, especially regarding effective responsible gambling processes. Has the U.S. managed RG issues effectively so far, and what progress do you hope to see in 2025?
“While the increasing media attention around the signs of at-risk behaviours and access to Problem Gambling care in 2024 was heartening, the U.S. has still to make significant progress.
“In 2025, I would like to see two things.
“Firstly, more direct integration of specialised treatment options into gambling and betting platforms. Secondly, an increased federal focus on ensuring healthcare and insurance coverage for Gambling Disorder specialised treatment.”
What trends in Responsible Gambling do you expect to see for the year ahead? How can operators best align themselves to leverage these opportunities to elevate the player experience?
“There is a growing recognition that Gambling Disorder is linked to broader behavioural and mental health issues.
States, professional leagues, and operators are beginning to incorporate clinical support into the overall experience for constituents and audiences. This trend can truly help to remove the stigma traditionally associated with seeking help for gambling addiction.”
A key priority for operators is that their players can access fast and affordable support when suffering from problem gambling-related issues. How can the industry work more closely with state health departments and professional leagues to create a safer environment for U.S. players?
“Public-private partnerships are crucial to increasing access to fast and insurance-covered support for individuals and their families struggling with gambling and sports betting.
“The most effective partnerships often stem from conversations that are naturally three-sided: healthcare provider, operator and league partner, state.
“As part of our innovative model at Birches Health, we want to align incentives for state departments and leagues across the U.S. and, most importantly, ensure individuals engaging in gambling and sports betting are protected.”
It’s U.S. Problem Gambling Awareness Month, making RG a hot topic. How will Birches Health acknowledge PGAM and help bring key RG issues to the forefront of the conversation?
“Out of the many initiatives Birches Health is proud to support in Problem Gambling Awareness Month, our primary focus will be increasing Screening for Gambling Addiction.
“We are proud to collaborate with state governments, industry partners, professional leagues, and insurance companies across 48 states to offer quick, confidential, and convenient access to clinical assessments for those who may be struggling with gambling and sports betting.
“We are also working with multiple partners to create custom, clinician-led content around Problem Gambling topics, including warning signs for bettors to be aware of in themselves or others. This content will then be distributed across multiple platforms to reach as much of their audiences as possible.
“Lastly, members of the Birches Health clinical team will be leading Problem-Gambling-focused training sessions with employees of partner organisations.”
Editor’s Note:
As a relatively new gambling market, U.S. regulators should have benefited from the experience of mature markets.
But, due to the fragmentation of rules, services, and funding availability created by the state-by-state approach, compounded by the lack of public healthcare, the U.S. still has significant work to do in addressing RG and providing gambling addiction treatment.
Elliott emphasises two key areas that need change: Better integration of gambling treatment with betting platforms. And a stronger federal focus on healthcare and insurance coverage for treatment.
This would allow organisations like Birches Health to cater to those in need who are currently slipping through the net.
For Elliott, improving gambling addiction treatment services relies on strengthening public-private partnerships to offer fast, affordable, and insurance-covered support for individuals dealing with gambling addiction.
He believes that by aligning the incentives of healthcare providers, operators, and state authorities, the industry can ensure greater protection for players and create a safer gambling environment.
