Ensuring responsible gaming and sports betting for emerging adults

We began the year with the WLA and EL Marketing Seminar in Barcelona, highlighting the importance of content and the art of storytelling.

The regulated lottery and sports betting industry has a great story to tell, of the money raised to support good causes, and the positive impact made on societies around the world.

Trust and integrity lie at the heart of our work and must be reflected in everything we do. When we communicate, we must get the content right, and we must tailor our message effectively to specific audiences.

For several years, our events have explored GenZ, those born between 1997 and 2009. This next generation of players has unique beliefs and playing habits unlike any others. Within GenZ, those aged 18 to 24 are known as Emerging Adults.  As they enter the workforce and gain financial independence, they navigate a pivotal life stage. For a generation raised in a fully digital environment, exposed to constant online engagement and marketing, the potential risks related to gambling can be particularly pronounced.

As part of the new Corporate Social Responsibility strategy, and in response to the increasingly critical issue of gambling-related risks among emerging adult populations worldwide, in 2025, the WLA partnered with the East Carolina University Gambling Research and Policy Initiative and launched a dedicated microsite entitled Reaching Emerging Adults. The site provides our members and all visitors with resources, research, and practical guidance for emerging adult players and those supporting them.

Responsible Gaming Certification remains a cornerstone of WLA’s work. Through the WLA Responsible Gaming Framework, members can demonstrate adherence to internationally recognized best practices and the highest industry standards. Certification is not only a mark of compliance, but a commitment to continuous improvement and accountability.

In this magazine, we will explore the gambling risks that Emerging Adults face and hear from some of our members about the measures they take through RG certification and other activities to ensure their products and services are safe.

We’ll gain a better understanding of how to successfully complete the certification process with actionable tips from the Independent Assessment Panel that evaluates WLA RGF certification submissions.

We hope this edition offers valuable perspectives and practical inspiration as we continue to strengthen our collective commitment to responsible, sustainable gaming.