USA Pro Leagues Launch ‘Never Know What’s Next’ Ad Campaign

• Daniel Horvat
• November 27, 2023

In a significant move towards promoting responsible gambling, the major professional sports leagues in the United States, namely the National Basketball Association (NBA), Major League Baseball (MLB), and the National Hockey League (NHL), have launched a new ad campaign titled “Never Know What’s Next”.

The “Never Know What’s Next” campaign is a 30-second ad that encourages responsible betting in sports. The ad features game footage from the NBA, MLB, and NHL to demonstrate the inherent unpredictability of sports. The central message of the campaign is an educational reminder to bettors that betting is a form of entertainment and should be done responsibly. The campaign seeks to inform bettors that there are no “locks” and no “easy money” in sports betting.

The campaign targets sports fans who engage in betting activities. It aims to remind them of the unpredictable nature of sports events and encourages them to bet responsibly. The campaign also directs fans to the National Council on Problem Gambling’s digital destination that provides resources for fans to learn more about responsible gaming.

Problem Gambling in the USA

According to the National Council on Problem Gambling (NCPG), 80%+ of Americans report having participated in some form of gambling in their lifetime. Approximately 15% of Americans gamble at least once per week either live or online. It is estimated that 2-4% of adults have problem gambling in the US.

With the legalization of sports betting in many states, there has been a surge in sports betting activities. However, this has also led to an increase in problem gambling related to sports betting. Sports bettors are twice as likely as other gamblers to become addicted. The rapid growth of online sports betting apps and the ease of placing bets have contributed to riskier gambling behaviors.

As sports betting enters mainstream, many people are drawn into the behavior without having prior experience with how sports betting works, what to expect from it and how to win. This particular group is extremely vulnerable when it comes to being drawn into problematic sports betting patterns.

It is estimated that 16% of online sports bettors meet clinical criteria for a gambling disorder, and 13% showed signs of gambling problems. This is likely because sports bettors in particular are expecting to win, as opposed to traditional casino players that are aware they’re playing a game of chance.

Sports bettors are prone to examining statistics of prior events and applying them to making a pick for the next game, and being very certain of the outcome. In reality, each new game is a wildly unpredictable event, and US sports in particular are very unpredictable in general.

This leads a sports bettor into a pattern of problematic behavior.

Protection Measures by License Issuers

License issuers have implemented several measures to protect gamblers. These include regular periodic testing and validation of random number generator (RNG) software, observing a list of permitted (and prohibited) clientele, publishing and maintaining current data on each offered game’s return to player (RTP), providing telephone, email, and/or online chat customer support, and displaying elapsed playing time in all gaming software.

In addition, many states require gaming operators to adopt self-exclusion programs that enable patrons to exclude themselves from a casino or online/mobile gaming site. The length of the self-exclusion periods available and the procedures for reversing self-exclusions vary by jurisdiction.

Self-exclusion programs are a critical tool for many struggling with problematic gambling behaviors. Here’s how self-exclusion programs work in states that have legalized sports betting in the US:

Self-Exclusion: It is a voluntary and proactive initiative, forming a cornerstone of responsible gambling measures. It empowers individuals to proactively bar themselves from entering or participating in gambling activities, whether at physical venues or online platforms. The exclusion can be set for a specified period or indefinitely, offering flexibility to the individual based on their needs.

Widespread Application: Depending on the jurisdiction or region, self-exclusion can be applied across multiple gambling venues or platforms, ensuring that individuals have a safety net even if tempted.

Dual Purpose: Self-exclusion serves two primary goals:

Prevention Tool: For those who feel they might be heading towards problematic gambling, self-exclusion can act as a preventative measure, halting the behavior before it exacerbates.

Support Mechanism: For those already struggling with gambling disorder, self-exclusion offers a tangible step towards recovery, reinforcing their commitment to change and acting as a deterrent during weak moments.

Statewide Programs: Many states have a statewide program that will allow you to ban yourself from all gaming entities in the state. For example, in New Jersey, you can self-exclude from online gambling only, or in-person and online gambling.

Individual Programs: A few states, like Colorado and Nevada, require you to request bans from each casino or operator individually.

Duration of Ban: Many states allow you to self-exclude for anywhere from 1-5 years, or for your lifetime. Once you file your application, you will not be reinstated before your chosen time frame, under any circumstances⁴. Once the time limit is up, you can apply to be reinstated.

Exclusion of Others: You cannot apply for self-exclusion on a family member or friend’s behalf. They must do it themselves.

Additional Resources: Some apps also provide access to helplines, support groups, and other resources to assist sports bettors who are trying to quit.

It’s important to note that the specifics of self-exclusion programs can vary by state, so it’s recommended to check the specific rules and procedures in your state.