Dr. Michael Auer, managing director at OpenBet’s Neccton, highlights how a lack of standardized regulations in U.S. betting and gaming could be addressed through a behavior-focused model.
A recent study by the Journal of the American Medical Association (JAMA) found that since the repeal of the Professional and Amateur Sports Protection Act (PASPA), online searches for gambling addiction advice have risen by 23%. Yet, in stark contrast to European markets, many U.S. jurisdictions lack clear overarching guidelines around player protection, affordability and deposit limits.
Cases of problem gambling reported over the last year suggest the need for better player behavior monitoring in the States and a more proactive approach to spotting early signs of gambling addiction. For example, one case involved a woman filing a lawsuit against a U.S. operator, stating that her husband was able to gamble 440% of his annual salary, an excessive level that clearly isn’t conducive to a sustainable, responsible approach to sports betting.
At Neccton, we believe long-term change comes from ongoing collaboration between operators and regulators, working together to drive forward responsible gaming policies that fit the realities of the modern-day industry. However, we also believe U.S. operators can be proactive by leveraging player protection technology that delivers real-time behavior monitoring and interventions, such as pop-ups, tailored messaging, and limit-setting reminders. By using advanced, research-backed tools to spot signs of problem gambling early, operators can play a pivotal, proactive role in protecting at-risk players and preventing issues from taking hold.
Standardization and behavior monitoring
A 2024 meta-analysis published in The Lancet revealed that North America has the highest prevalence of risk gambling. However, in the U.S., there is currently a lack of standardized markers of harm, and regulations vary from state to state, which can lead to at-risk individuals in states where the regulations and protections in place are maybe not as focused, being overlooked. Unlike Europe, where the European Gaming and Betting Association (EGBA) is attempting to establish measures regarding affordability checks and deposit limits, the U.S. has fewer required measures in place to effectively track and combat problematic behaviors.
In some European countries, operators are required to run affordability checks when a player deposits more than £200. Yet, the U.S. has no standardized approach to player monitoring. Although some states, such as New Jersey, have established monetary thresholds that require operators to investigate, this is not the case across all jurisdictions. In most European countries players are required to set deposit-limits when registering, whereas in the U.S. reports indicate that, relatively speaking, very few players set deposit-limits voluntarily.
Responsible gaming efforts in the U.S. typically focus on monetary thresholds rather than behavioral indicators. In contrast, Europe’s regulatory model incorporates behavior-based detection, helping operators spot early signs of high-risk gambling before large sums of money are lost. For example, in the U.K., where in recent years operators had faced criticism for not placing enough focus on protecting problem gamblers, they are now required to conduct risk assessments when players deposit frequently in a short period of time, which can help prevent issues before they escalate. This example shows that, to effectively address problem behavior, U.S. regulators should move beyond arbitrary financial thresholds that are present in some states, and work with operators to address more specific ways to track their customers’ betting habits.
Gaining deeper insights
Neccton’s responsible gaming platform offers a powerful toolset for operators to gain a deeper understanding of player behavior. Backed by peer-reviewed academic research I have conducted, as well as real-time player data from operators worldwide, the technology is proven to improve the quality and timing of interventions and help players take steps to control their behavior, such as setting limits.
Along with pop-ups, nudges, reality checks, and self-assessments, Neccton’s Mentor Live technology provides operators with a detailed, data-driven overview of individual player activities. Through the platform, they can access any player’s risk score, view amounts deposited, spent, and lost, and see wins, losses, and withdrawals on a graph. By tracking these behavioral patterns, they can detect signs of problematic gaming, such as frequent deposits and long sessions, which are indicators of a loss of control. Adopting such tools in the U.S. could significantly improve operators’ ability to manage risks, protect players, and avoid the types of problem gambling incidents we have seen in recent years.
Leveraging research
Anonymized player data, when shared responsibly, fuels ongoing research by universities and independent researchers, enabling peer-reviewed studies like those I have conducted to contribute to future efforts to promote safer gambling. Through anonymised data provided by operators, Neccton processes more than 60 billion transactions annually, with its algorithm continually improving, thanks to data shared by operators and the ability for research to be conducted.
In many fields of research, lived experience is also a valuable source of insight, yet it is not being used to the degree that it could be in the betting and gaming industry. Listening to individuals who have experienced gambling problems can provide operators and regulators with actionable learnings to create more effective safeguards.
Emphasizing prevention
I have published several studies which have shown that personalized feedback about money and time spent has a significant impact on player behavior. Research shows that, generally speaking, players tend to underestimate their losses and overestimate their winnings. This biased view can be corrected through proactive feedback about the actual amounts spent. Players can also be successfully nudged to withdraw money if a message appears immediately after a significant win. All of these interactions should preferably happen in real-time while a person is gambling. The technology is all there and it is up to operators to embed it into their systems. Regulators also play a significant role here and could arguably be challenged to adopt research findings more quickly.
As Problem Gambling Awareness Month 2025 nears its close, my main reflection is that, while it is clear that the U.S. industry has, on the whole, made some progress, (e.g. Flutter recently releasing their MySpend tool and Neccton working towards further partnerships in the region), more needs to be done by operators and regulators to prevent problem gambling becoming a greater problem across the country. By taking cues from Europe’s more established regulatory models and embracing data-driven, behavior-based monitoring, we believe that the U.S. can build a more responsible, sustainable gambling environment for all.
