#United States #New York #5WPR #Gaming Trust Index #U.S. Gambling

Overview of the Gaming Trust Index

In a groundbreaking analysis, 5W Public Relations has released its inaugural Gaming Trust Index, illuminating the staggering misallocation of funds within the U.S. gambling and gaming market. The index reveals that in 2025, the industry spent approximately $3.9 billion on various marketing and advertising efforts. The data indicates that a disproportionate emphasis on television advertising and celebrity endorsements overshadows responsible gambling initiatives.

Key Findings

The report delves into the specifics of spending, demonstrating that television advertising absorbed the largest share at $1.42 billion, which constitutes 36% of the total expenditure. This was followed by digital performance marketing at $980 million (25.1%), and celebrity partnerships which amounted to $520 million (13.3%). In stark contrast, earned media and public relations efforts received only $90 million, representing a mere 2.3% of the total. Remarkably, responsible gambling programs garnered only $60 million, or 1.5%.

Shifting Spending Patterns

As detailed by Matt Caiola, CEO of 5WPR, the gambling industry has successfully built substantial awareness over recent years. However, this increase in visibility has not corresponded with enhanced credibility, indicating a significant misalignment in how funds are allocated. The CEO emphasizes that while awareness is paramount, credibility in a highly competitive market is equally important, necessitating a strategic shift towards retention efforts.

Celebrity Partnership Disparity

The $520 million allocated to celebrity endorsements is nearly nine times higher than the investment directed towards responsible gambling communications. This finding not only raises eyebrows regarding the industry's priorities but also highlights an emerging regulatory concern as ESG (Environmental, Social, and Governance) analysts begin factoring in responsible gambling investments when assessing publicly traded companies. As the landscape evolves, such disparities could lead to increased scrutiny from regulators and investors alike.

Exploring the Land-Based Casino Dilemmas

The index also sheds light on the $67.8 billion land-based casino market, where leading operators like MGM Resorts and Caesars Entertainment have fallen behind in digital content investments. The study suggests that these companies have not sufficiently developed their earned media and digital infrastructure, thus exposing themselves to a widening generative engine optimization (GEO) gap. This is a critical vulnerability, as search engine algorithms increasingly rely on AI-generated content.

The Underfunded Online Gaming Segment

When examining the online gaming sector, the report reveals that while U.S. online gaming generated $12.8 billion in gross gaming revenue in 2025, it received the lowest marketing investment relative to GGR. This trend could have serious repercussions, particularly as more states consider legalization. Caiola advises that as new markets open, companies that currently invest in building an earned media presence will have a distinct advantage over those that rely solely on advertising at launch.

Conclusions and Future Directions

The findings of the Gaming Trust Index raise important questions about the future direction of marketing spend within the gambling industry. The data suggests that companies must begin to recognize the importance of building credibility and investing in responsible communication practices. As states continue to legalize gambling, the operators that successfully navigate this landscape will be those who shift their focus and resources accordingly.

The full 2026 Gaming Trust Index is accessible at no cost on the 5WPR website, ensuring industry stakeholders can stay informed of these vital insights.

About 5WPR

Founded over two decades ago, 5W Public Relations is a leader in the PR and digital marketing space, renowned for innovative strategies that address business challenges head-on. The agency has earned accolades for its commitment to excellence, including recognition as a top U.S. PR agency by O'Dwyer's and various industry awards. With a diverse team of over 250 professionals, 5WPR continues to set the standard in communications across multiple sectors, including consumer brands, nonprofit organizations, and technology firms.