A Comparison of Two GameSense Implementation Approaches: How Program Awareness and Engagement Relate to Gambling Beliefs and Behaviors.

Despite the size and scope of responsible gambling (RG) programs in the U.S., relatively few studies have evaluated these programs. Using survey data from 4795 subscribers to a casino loyalty program, we examined respondents' awareness of and engagement with the GameSense RG program, and gambling beliefs and behaviors. We compared how differences in the implementation structure and visibility of the GameSense program (i.e., state-regulated with a standalone, branded GameSense center vs. corporate-integrated as part of loyalty program desks) was associated with GameSense awareness and engagement, perceptions of gambling operator RG practices, three Positive Play subscales (i.e., behavior, personal responsibility, and gambling literacy), understanding of gambling concepts, and use of RG strategies. More respondents who had visited the property with a state-regulated, branded center were aware of GameSense (36.5%), compared to respondents who visited other properties (7.4%). Perceptions of the operator's RG practices were generally high for all respondents. Multivariate analyses revealed no relationship between GameSense awareness and gambling belief or behavior outcomes, yet showed that respondents who picked up a GameSense brochure used slightly more RG strategies. Our findings suggest that the visibility of an RG program might influence program awareness and engagement but not certain RG-related behavioral outcomes.