The AGA, in cooperation with Bally’s, BetMGM and FanDuel, announced the RG-IES on Sept. 11. The scale has been developed by professors Dr. Jonathan Ross Gilbert and Dr. Marla Stafford, whom the AGA and the three operators provided with funding and access to thousands of players to test certain RG messaging.
The scale provides academics, industry members and others interested in responsible gambling with a new, research-based tool they can use to evaluate responsible gaming messages.
“While no single scale or measurement tool can fully capture effectiveness in this area, we believe this new scale is an important starting point in evaluating whether or not a message has the potential to resonate with the public and are grateful to the researchers who led this important effort,” ..