U.S. Gaming Industry Sentiment Turns Positive

The American Gaming Association (AGA) released polling data indicating improving sentiment for the U.S. gaming industry, alongside signs of rising consumer engagement and cautious optimism among industry executives. The findings arise from two linked strands: consumer attitudes toward legal gaming and casino visits, and executives’ outlook on business conditions.

On the consumer side, the AGA commissioned an online survey of more than 2,000 adults aged 21 and older, conducted July 22–August 8, 2025. While the exact wording of the questions was not disclosed publicly, the survey points to an uptick in physical casino visitation. AGA officials characterized the results as a milestone, noting that more than half of respondents reported at least one casino visit in the past year—the first time the share has risen above the 50% benchmark. The survey’s broader estimates place casino attendance at about 134 million visits over the past year, according to AGA data. In addition to visitation, respondents expressed broad support for legal sports wagering and favorable attitudes toward responsible gaming messaging and the availability of legal gaming options. The release also promotes marketing activity around online real-money gaming, highlighting promotional content tied to brands such as Caesars Palace Online Casino.

 

• Rising consumer engagement: Over 50% of respondents visited a physical casino in the past year, with an estimated 134 million visits overall, signaling broader mainstream adoption of gaming.
• Strong executive optimism: The executive survey shows a net positive sentiment of 7.1%, the strongest since Q3 2022, with about a quarter of respondents expecting better business conditions in the next 6–12 months.
• Online gaming momentum and headwinds: Promotion and focus around online real-money gaming continue, alongside concerns about regulatory costs and higher taxes that could temper growth and margins.

 

The consumer findings come as the gambling landscape continues to expand beyond traditional brick-and-mortar venues. The AGA has long argued that consumer interest in gaming options—whether land-based, online, or a hybrid experience—has grown in consonance with improvements in technology, marketing reach, and consumer familiarity with digital platforms. The recent data may reflect a broader trend of normalization, where gaming is perceived as a mainstream leisure activity rather than a fringe pastime. Analysts note that the durability of this trend could hinge on maintaining responsible gaming practices and ensuring robust protections against problem gambling as access to online and mobile platforms broadens.

Turning to the industry side, a separate AGA press release highlights renewed optimism among gaming executives. The latest executive survey shows a net positive sentiment of 7.1%, the strongest since the third quarter of 2022. The survey drew responses from 27 senior executives representing international and domestic gaming companies, tribal operators, equipment suppliers, and iGaming and sports betting firms. Looking ahead six to twelve months, 26% of respondents anticipate stronger business conditions, the highest share in three years. Among the factors driving this optimism are rising revenues, healthier profits, an uptick in consumer activity, and lower promotional costs. Yet the AGA also cautions about potential headwinds, notably concerns over increases in regulatory costs and higher tax rates.

Industry executives’ more sanguine outlook is tempered by recognition that the regulatory environment remains a critical variable. Several respondents cited tax policy changes and evolving licensing costs as potential obstacles to sustained growth. The balance between rising demand and the costs of expanding compliance infrastructure could shape strategic decisions at operators of all sizes, from regional casinos to multinational operators and tribal enterprises. The data also suggest that promotional strategies, while currently more efficient, may face tightening margins if tax and regulatory burdens climb or if competition intensifies across states.

 

Consumer engagement is rising: More than 50% of respondents visited a physical casino in the past year, signaling a milestone in mainstream adoption of gaming.

 

The Future

Together, the consumer and executive findings paint a dual picture of the U.S. gaming landscape. There is clear evidence of growing consumer engagement with both physical and online gaming options and a sense among operators that business conditions may improve in the near term. At the same time, the industry remains wary of regulatory and fiscal pressures that could dampen momentum.

For policymakers and industry advocates, the results could inform discussions in state legislatures and regulatory forums, particularly around taxation, licensing costs, and consumer protection measures. The data underscore a reality familiar to many observers: demand for gaming appears to be expanding, even as operators navigate a more complex regulatory environment.