A new study reveals that Massachusetts sees the sixth-most problem gambling Google searches per 100,000 residents.
Two factors likely contribute to these searches. The first is the state’s variety of gambling options: two large-scale casinos and seven online sportsbooks.
The other reason might be surprising. That higher rank could be an indicator that Massachusetts responsible gambling and gambling addiction resources are reaching those in need.
Massachusetts ranks sixth, sees 36.25 problem gambling Google searches per 100,000 residents
The study, conducted by RG.org, centered around how often residents searched for problem gambling terms on Google. Researchers factored in more than 100 terms related to gambling addiction when formulating this report. And to account for differences in populations for each state, the data is presented as a total number of Google searches per 100,000 residents.
Massachusetts came in sixth overall, with 36.25 Google searches about problem gambling per 100,000 residents.
The five states with more gambling addiction searches than Massachusetts included:
- Nevada: 56.64 monthly Google searches per 100,000 people
- Rhode Island: 40.6 monthly Google searches per 100,000 people
- Delaware: 39.98 monthly Google searches per 100,000 people
- Pennsylvania: 38.93 monthly Google searches per 100,000 people
- North Dakota: 36.46 monthly Google searches per 100,000 people
That might seem like a pretty high rank; especially considering there is no legal Massachusetts online casino industry. But it could also be evidence that regulators are doing a good job of getting problem gambling resources in front of those who need it most.
High numbers suggest the MGC’s responsible gambling regulations are working
Massachusetts is known as a state that takes responsible gambling and advertising regulations very seriously. That dedication could be why the state is seeing so many searches about problem gambling.
Recently, the Massachusetts Gaming Commission has taken its battle beyond state lines into the regional setting after hosting an inaugural responsible gambling conference for all of New England. At that conference, Marlene Warner, Chief Executive Officer of the Massachusetts Council on Gaming and Health, spoke about the need to stay on the cutting edge to reach those in need.
“To stay on the forefront of gambling expansion, collaboration between the diverse individuals who work across the continuum of prevention, intervention, and treatment remains essential. Through such a collaboration, we have an opportunity to chart a national game plan that promotes healthy play, bolsters consumer advocacy, and ensures that all New Englanders negatively impacted by gambling addiction have access to support.”
With Massachusetts gamblers seeking out problem gambling resources through search engines, those efforts seem to be bearing fruit.
Additionally, gaming regulators are taking more steps to make gambling advertising safer by trying to adjust current Massachusetts sportsbook ad regulations. This is targeting Fanatics, which has included promotions with its merchandise brand. The issue with that marketing scheme is that the promotions could appeal to those on exclusion lists and people under 21 years old.
Massachusetts knows gambling is here to stay, and its resources to help those negatively affected by gaming seem to be reaching the right people.
With a growing suite of gambling offerings, Massachusetts regulators remain diligent
Massachusetts has no shortage of gaming options. It has two major casino properties, Encore Boston Harbor and MGM Springfield, which are considered Category 1 resort-casinos. There is a third casino in Plainridge Park, but that is just a slot parlor and not the same scale as the other two casinos in Massachusetts. Between those three locations, just under $98 million of revenue was generated in May.
Additionally, Massachusetts sports betting is legal in both online and retail settings. There were six sportsbooks in the state, but that number recently jumped up to seven, with Bally Bet Sportsbooks officially launching on July 2. There is no data on how well Bally Bet has performed since launching yet, but in May, the other six mobile operators combined to take $587.3 million in wagers. Bally’s Chief Operating Officer Brett Calapp thanked regulators for awarding approval.
“On behalf of the entire Bally’s team, I want to say thank you. We’re super excited to go live in Massachusetts, a state with such a rich sports history, a state where sports is part of the fabric of the community. We can’t wait to participate in the entertainment, the fun and excitement of sports in your state.”
The other sportsbooks active in the state are:
- BetMGM
- Caesars
- DraftKings
- ESPN Bet
- Fanatics
- FanDuel
Clearly, gambling is now firmly entrenched in Massachusetts. Because of that, Massachusetts Gaming Commission Interim Chair Jordan Maynard said regulators need to stay diligent to keep up. During the inaugural conference earlier this year, he noted:
“Sports betting is here. Gambling is here. While there are many benefits that come with this growth, we need to know what’s working so we can build on proven tools. We also need to know where improvements can be made to broaden the reach and depth of our most impactful programs.”
It seems Massachusetts is not only defining those improvements, but they’re also successfully implementing them.
