TransUnion’s Bleak View Of ‘Responsible’ Betting

A September 2025 sports betting report from TransUnion offered what we argue is a bleak view of “responsible” gambling (RG).

The consumer credit reporting agency released its Q2 2025 report on the U.S. sports betting sector. In Gambling Harm’s view, there wasn’t much in the way of new insights — other than that Americans appear to be gambling even more than a year ago.

At the end of the report, TransUnion offered its recommendations for RG.

In this article, we aim to address the philosophy that responsible gambling is akin to a marketing strategy and a means to grow a player’s lifetime value to the gambling app.

What TransUnion Said About Responsible Betting

Let’s quote the entirety of what the TransUnion sports betting report said about RG.

Editor’s note: Bolded sections were done by Gambling Harm for emphasis.

Responsible gaming is more important than ever.

The value of a robust responsible gaming program is apparent — given recent economic uncertainty and the potential whipsaw effect on consumers’ discretionary entertainment spending. These programs can be a competitive advantage for operators looking to capture the attention of the thrill-seeking segment that’s powered their recent growth. 

For Gen Z consumers in particular, operators should see responsible gaming as an opportunity to build a lasting relationship with those who are expected to spend more per capita than any prior generation. 

Data-driven, proactive approaches to responsible gaming can improve engagement and retention among consumers looking to maintain discretionary entertainment spending amid economic uncertainty and growing debt obligations. 

This is particularly important among younger consumers who are still building financial habits and have less capacity to absorb financial shocks. 

When implemented effectively, these types of programs can help ensure consistent betting activity by allowing gaming providers to anticipate and deter unsustainable behavior, enhance their risk decisions and refine their customer engagement strategies.

Unpacking the Industry-Centered Logic

In Gambling Harm’s view, responsible gambling as a concept looks and sounds ugly when it’s framed in terms of growing the gambling industry.

The TransUnion betting report used the following phrases:

• “build a lasting relationship”
• “improve engagement and retention”
• “help ensure consistent betting”

Sustainable betting for an individual might still be harmful. The idea that RG tools and messaging (such as setting an NFL betting budget) prolong a player’s gambling is unfortunate.

Studies and surveys show that problem gamblers often wait many years before getting help.

Of course, self-exclusion options for online sports betting are often available. 

But these programs are porous, and the U.S. lacks a national self-exclusion list for sports betting. The SAFE Bet Act, pending federal legislation to address growing sports betting addiction rates, would establish a national list.

Responsible gambling is a controversial topic globally, according to the World Health Organization. It places the onus more on the individual than the product, potentially undermining prevention efforts.

Betting Industry Incentives

In the absence of a federal regulator, the U.S. sports betting industry is overseen by a patchwork of state laws and regulations.

Over 30 states sanction online sports gambling. While many states require RG tools such as self-exclusion and self-imposed breaks/limits, online betting harm has grown in recent years.

From the betting industry’s perspective, there must be financial incentives behind RG tools. Limiting growth is unacceptable, especially in the face of competition from offshore and sweepstakes sportsbooks, as well as controversial prediction betting sites.

Many of the black/grey market online gambling competitors lack any meaningful RG features. One prediction gambling site even suggested it was acceptable if a user lost everything. Another mocked a user with possible problem gambling.

Reforming and refining RG is a core task for policymakers and regulators in the years to come. New Jersey has looked to standardize its RG rules, and other states could follow suit.

However, efforts could be more difficult if industry-centric thinking continues to prevail so openly, like in the TransUnion betting report. Awareness of sports betting harm appears to be growing with each passing year.

For industry advocates, at least don’t say the quiet part on RG out loud.