This September, the American Gaming Association's (AGA) Responsible Gaming Education Month (RGEM) showcased a significantly altered lineup of operators, following the exit of four prominent sportsbooks from the organization over the past year.
Operators linked to retail casinos, including BetMGM, Hard Rock International, Caesars Entertainment, and Penn Entertainment, have rolled out initiatives or messaging related to RGEM this month.
In contrast, major sportsbooks like DraftKings, FanDuel, Fanatics, and bet365 have not launched similar campaigns since their departures from the AGA, which occurred between November 2025 and March 2026.
While RGEM has never encapsulated all responsible gaming efforts within the industry—much of which occurs year-round—it traditionally offered a unified occasion for sportsbooks, casinos, and industry groups to promote responsible gaming initiatives collectively.
However, this sense of unity appears diminished in 2026. Some AGA members are still organizing campaigns and initiatives around RGEM, but several major sportsbooks that have left the association are increasingly pursuing their own agendas and collaborating with organizations like the Responsible Online Gaming Association (ROGA).
The exits of these four sportsbooks were notably tied to the industry's growing divide over prediction markets. DraftKings and FanDuel resigned on November 18, 2025, as they ventured into event contracts. FanDuel stated that its new direction was “not aligned with the American Gaming Association’s current priorities for its member operators.” DraftKings echoed this sentiment, noting that its plans “no longer fully align with the AGA’s direction in certain areas.”
Fanatics followed suit in early December after launching Fanatics Markets, with their Vice President of Communications, Kevin Hennessy, citing a difference of opinion with the AGA regarding prediction markets. Bet365's departure in March was attributed to its identity as a “digital-first” entity, contrasting with the AGA’s focus on retail casinos.
Despite their exits, all four sportsbooks remain members of the Sports Betting Alliance and ROGA.
The most telling indication of this shift is not merely what these departed operators did not do during RGEM, but rather what they chose to do instead and when. For instance, DraftKings previously tied its September campaign to RGEM in 2025, offering sweepstakes with prizes like NFL tickets and a Super Bowl trip for customers engaging with responsible play tools. This year, however, DraftKings has launched a similar promotion centered around the PGA TOUR, without any mention of RGEM or September.
Moreover, DraftKings introduced Gamalyze American Football in collaboration with Mindway AI at the start of the football season, using football betting to help players evaluate their reactions to wins and losses.
FanDuel has also shifted its strategy. After hosting Play Well Day every September from 2022 to 2025, the company replaced it with Play with a Plan in January 2026, promoting a year-round approach. FanDuel reported a 41% year-over-year increase in the usage of its responsible gaming tools, yet has not announced another Play Well Day this September.
Similarly, Fanatics continues to operate its Play With Plan platform throughout the year, while bet365 has not initiated a distinct September campaign.
All four companies remain engaged with ROGA, which published a voluntary Marketing and Advertising Code in August, adopted by all eight members, representing about 90% of the legal sports betting handle in the U.S. This code imposes restrictions on “risk-free” claims, college-campus advertising, and targeting customers identified for responsible gaming.