According to new research from the American Gaming Association (AGA), 57 percent of US adults participated in some form of gambling over the past 12 months, marking the highest engagement levels ever recorded.
That rising participation comes alongside increasing public confidence in the industry’s integrity and social responsibility. Nine in ten Americans (90 percent) say casino gambling is acceptable for themselves or others, and 62 percent find it personally acceptable, a clear indicator of shifting attitudes toward gaming as mainstream entertainment.
The AGA’s 2025 survey highlights that 134 million American adults, 53 percent of the population, visited a casino in the past year, the highest visitation rate on record. The report also points to casinos’ growing appeal among younger demographics, with the average age of casino-goers declining steadily since pre-pandemic years.
Younger demographic has also shown significant interest in sports betting. A recent TransUnion report found that Gen Z made up 34 percent and millennials 42 percent of all US betting activity in the second quarter of 2025. These younger demographics are engaging most actively in online sports betting, online casinos, and other digital-first wagering formats, making them the key contributors to overall growth.
Casino gaming continues to rival other entertainment industries in perceived value. Nearly 9 in 10 visitors (89 percent) describe casino entertainment as innovative, while 90 percent say it offers good value for money compared to other leisure activities.
This innovation-driven image has helped casinos attract a new generation of visitors, many of whom see gaming as both a social and recreational experience, not merely a gamble.
Americans overwhelmingly recognise the gaming industry’s role in driving national and local economies. The survey shows 77 percent of adults believe gaming positively impacts the US economy, with most crediting casinos for job creation, tourism, and investment.
Source: American Gaming Association
However, this contrasts with a recent Pew Research Center survey that found public opinion in the US turning increasingly critical of legal sports betting. The Pew Research Center survey found that 43 percent of US adults now believe the legalisation of sports betting in much of the country is a bad thing for society, a sharp rise from 34 percent in 2022. Similarly, 40 percent of adults say it is a bad thing for sports, up from 33 percent three years ago.
Public sentiment around sports betting remains robust. Nearly three-quarters (74 percent) of Americans support legal, regulated sports betting for adults in their state, a consensus that cuts across political lines, with comparable support among Democrats, Republicans, and Independents.
The research also finds a sharp rise in trust toward the industry’s commitment to responsible gaming. About 64 percent of Americans now say gaming operators are serious about promoting safe play and combating problem gambling, up from less than 40 percent in 2018.
That confidence is even stronger among those who participate directly: 77 percent of casino players and 84 percent of sports bettors say the industry is acting responsibly.
Public exposure to responsible gaming messaging has also soared, with 72 percent of Americans reporting that they’ve seen such messaging in the past year, a major increase from 56 percent in 2022.
Analysts have regarded New Jersey’s move from voluntary to mandatory responsible gambling standards as a milestone. New Jersey’s decision has positioned the state as a leader in consumer protection, but experts warn that broader integration and federal support are still urgently needed.
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