A new industry study has raised concerns over the spending priorities of the US gambling sector after finding that operators invested almost nine times more money into celebrity and athlete endorsements than responsible gambling initiatives in 2025.
The findings come from the 5W Responsible Gambling Communications Audit 2026, conducted by the 5W Research Division. The report examined 30 companies operating across sports betting, online casino, iGaming, and land-based casino markets.
According to the research, gambling operators spent around $3.9 billion on marketing and advertising during 2025. Out of that figure, approximately $520 million went toward partnerships with athletes and celebrities, while responsible gambling programs and communications received about $60 million.
The difference represents an 8.7-to-1 ratio in favor of endorsements, which researchers described as the largest imbalance among regulated US consumer industries that involve public health considerations.
5W Founder and Chairman Ronn Torossian said the gambling sector has rapidly created one of the most visible advertising ecosystems in the country, but argued that its investment in trust-building and player protection messaging has not developed at the same pace.
The study also compared gambling with other regulated industries, noting that alcohol and tobacco show smaller gaps between promotional activity and public responsibility efforts.
As part of the research, 5W introduced a Responsible Gambling Communications Index, scoring companies on a 100-point scale. MGM Resorts International led the rankings with a score of 81, followed by BetMGM Sportsbook at 78 and BetMGM Casino at 74. DraftKings and FanDuel also ranked among the stronger performers with scores of 71 and 66, respectively.
The report outlined several recommendations for operators, including clearer disclosure of responsible gambling spending, stronger public communication strategies, greater engagement with regulators, and more investment in responsible gambling content.
Researchers suggested that the industry may face increasing pressure from regulators, investors, and the public to show that player protection efforts are growing alongside its expanding marketing presence.