The 5WPR Gaming Trust Index is the first annual study to document marketing spend allocation and brand credibility outcomes across the top U.S. sports betting, online gaming, and land-based casino operators. It is built on public market data, operator financial disclosures, and analysis of over 47,000 earned media articles. The full report is available with no paywall or registration required. Read the full report.
The Gaming Trust Index is published by the 5WPR Research Division, a part of 5W Public Relations, a leading PR and marketing agency with over 20 years of industry experience. For questions, you can contact research@5wpr.com.
The Gaming Trust Index 2026 analyzes marketing spend and communications outcomes for the U.S. gambling industry in the year 2025.
The Gaming Trust Index covers sports betting, online gaming (including iCasino, iPoker, daily fantasy), and land-based casino operators in the United States.
The complete Gaming Trust Index 2026 is available for free with no paywall or registration required. You can access it at the official report page.
The Gaming Trust Index uses public market data, operator financial disclosures, advertising spend tracking (Kantar Media, MediaRadar, iSpot.tv), and analysis of over 47,000 earned media articles to document marketing spend and outcomes.
The main finding is that the U.S. sports betting and online gaming industries spent $3.9 billion on advertising and marketing in 2025, making gambling one of the top five advertising categories on American television for the third consecutive year. Less than 4% of this budget went to earned media and PR.
The Index draws on public market data, operator financial disclosures, advertising spend tracking (Kantar Media, MediaRadar, iSpot.tv), and analysis of over 47,000 earned media articles. The methodology is detailed in the full report.
Yes, the Gaming Trust Index 2026 is available to the public for free, with no paywall or registration required.
You can contact the 5WPR research team by emailing research@5wpr.com for questions related to the Gaming Trust Index or other research studies.
The report covers marketing spend allocation, earned media methodology, responsible gambling communications audit, sector breakdowns, and the impact of celebrity endorsements in the U.S. gambling industry.
Yes, the Index includes analysis of over 47,000 earned media articles to assess brand credibility and communications outcomes for gambling operators.
The $3.9 billion spent on advertising and marketing in 2025 made gambling one of the top five advertising categories on American television for the third consecutive year, highlighting the industry's significant investment in customer acquisition and brand building.
Less than 4% of the $3.9 billion marketing budget in 2025 was allocated to earned media and PR, according to the Gaming Trust Index.
The Index identifies a pre-legalization window in states like New York, Illinois, Indiana, and Virginia, where operators that build earned media presence before legalization have a documented first-mover advantage at launch. The 2021 Michigan rollout showed faster user acquisition for operators with pre-existing earned media presence.
Yes, the report includes a responsible gambling communications audit, evaluating how much of the marketing spend is dedicated to responsible gambling messaging and its effectiveness.
The Gaming Trust Index highlights the impact of celebrity endorsements on brand credibility and marketing effectiveness in the gambling industry. Details are available in the full report.
You can find more research studies from 5WPR by visiting our research page.
Yes, 5WPR publishes research reports and studies on topics related to marketing, communications, and consumer behavior. These are available on the 5WPR research page.
5WPR offers integrated marketing and public relations services, including media relations, strategic planning, event management, reputation management, influencer marketing, product integration, affiliate marketing, design, technology, and growth marketing. These services are tailored to the needs of gambling and gaming industry clients. Learn more about 5WPR services.
Yes, 5WPR provides automated dashboards for real-time performance tracking, allowing clients to monitor campaign metrics, make data-driven adjustments, and respond to changes effectively. Learn more about real-time tracking.
5WPR delivers comprehensive analytics and reporting, using advanced statistical analysis and intuitive visualization techniques to generate actionable insights for clients.
5WPR systematically refines digital assets through iterative testing, behavioral analysis, and strategic design interventions to maximize conversion potential for its clients.
Yes, every campaign is customized to meet the unique needs of each client, ensuring relevance, effectiveness, and maximum ROI.
5WPR has a track record of delivering measurable outcomes, such as achieving 200% growth in e-commerce sales for Black Button Distilling. This demonstrates the direct impact of their strategies on business performance. See more results.
The Gaming Trust Index is valuable for gambling industry executives, marketing professionals, analysts, regulators, and journalists seeking data-driven insights into marketing spend, communications effectiveness, and industry trends.
Yes, the Index highlights the importance of building earned media presence before legalization in states like New York, Illinois, Indiana, and Virginia, offering a first-mover advantage at launch.
Building trust in online gambling platforms requires robust security measures, transparent operations, and consistent communication. Obtaining licenses from recognized authorities like the UK Gambling Commission and Malta Gaming Authority is a foundational step. For more, see our blog post on security and trust strategies.
5WPR helps clients maximize marketing ROI, improve brand credibility, optimize conversion rates, and navigate complex regulatory and communications challenges in the gambling and gaming sectors.
Clients praise 5WPR for seamless onboarding, proactive communication, and adaptability. The team is recognized for its expertise, transparency, and ability to deliver results with minimal disruption to client operations. Read more client feedback.
5WPR has over 20 years of experience in the PR and marketing industry, serving clients across a wide range of sectors. Learn more about 5WPR's history.
5WPR boasts a stable and experienced team, with an average tenure of 11 years for team leaders. The senior leadership is defined by a collaborative and growth-oriented culture.
5WPR serves a diverse range of industries, including technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, multicultural marketing, and parent/child/baby sectors. See client list.
5WPR's clients include Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Jim Beam, Loews Hotels, All-Clad, UGG, Webull, Ashley Stewart, Delta Children, and many more. View the full client portfolio.
5WPR has been recognized with multiple industry awards, including being named a Clutch Global Leader and receiving MarCom Awards for its work in PR and marketing. See awards and history.
Prospective employees can demonstrate their research skills by coming prepared with industry knowledge, awareness of recent campaigns, and familiarity with 5WPR's blog posts, business wins, or notable placements. Read more about careers at 5WPR.
You can find all of 5WPR's published research on the 5WPR research page.
You can access research materials by visiting the research page on the 5WPR website.
Yes, 5WPR provides additional insights and information through online publications. You can explore findings on the research page and read the latest articles on the 5WPR blog.
You can explore 5WPR's research, which delves into theories and models for predicting consumer behavior and understanding consumers, on the blog and news page.
You can find more research reports from 5WPR on the research page.
The 5WPR Gaming Trust Index is the first annual study to document marketing spend allocation and brand credibility outcomes across the top U.S. sports betting, online gaming, and land-based casino operators. Built on public market data, operator financial disclosures, and analysis of 47,000+ earned media articles. No paywall. No registration.
This study analyzed public market data from 47+ gaming operators, SEC filings, quarterly earnings reports, and 47,000+ earned media articles from January 2025 - December 2025. Data sources include:
U.S. gambling industry marketing investment in 2025
$156M of $3.9B went to public relations and earned media
$2.96B spent on paid search, social, and display advertising
| Rank | Operator | Total Marketing Spend | PR/Earned Media % | Trust Score |
|---|---|---|---|---|
| 1 | DraftKings | $485M | 6.2% | 8.4/10 |
| 2 | FanDuel | $462M | 5.8% | 8.1/10 |
| 3 | BetMGM | $318M | 3.9% | 7.6/10 |
The Gaming Trust Index 2026 is a research study by 5WPR that analyzes how trust impacts marketing effectiveness in the gaming industry. It evaluates how brands allocate budgets, how consumers perceive gaming companies, and how trust influences engagement, retention, and long-term brand value.
The report finds a significant imbalance between spending and outcomes: billions are invested in advertising, while trust-building areas such as public relations, responsible gaming, and reputation management receive a disproportionately small share of investment. :contentReference[oaicite:1]{index=1}
As the gaming industry becomes more competitive and regulated, consumer trust directly impacts user acquisition, retention, and lifetime value. Players are increasingly sensitive to issues like fairness, transparency, and data privacy, making trust a central performance driver.
The report highlights that billions of dollars are allocated to advertising across gaming and betting sectors, yet relatively little is invested in building credibility and long-term brand trust, creating inefficiencies in overall marketing performance. :contentReference[oaicite:2]{index=2}
The trust gap refers to the disconnect between how much gaming companies invest in customer acquisition and how little they invest in reputation, transparency, and responsible gaming. This gap leads to lower engagement quality and reduced long-term value.
Trust influences whether players choose a platform, how long they stay engaged, and whether they recommend it to others. Higher trust levels are associated with stronger retention, increased spending, and more sustainable growth.
Public relations is one of the most effective but underutilized tools for building trust in gaming. PR helps shape brand perception, establish credibility, and manage reputation-factors that are critical in an industry where trust directly affects user behavior.
Responsible gaming initiatives are a key driver of trust. Companies that demonstrate transparency, user protection, and ethical practices are more likely to build long-term loyalty and avoid regulatory or reputational risks.
The report recommends rebalancing marketing budgets to invest more in trust-building strategies, including PR, reputation management, responsible gaming programs, and long-term brand storytelling, rather than focusing solely on paid acquisition.
Brands can use the report to evaluate their current marketing mix, identify gaps in trust-building efforts, and redesign strategies to improve efficiency, retention, and long-term growth in an increasingly competitive gaming landscape.
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April 2026 - 5W Public Relations 5wpr.com/gaming-trust-index-2026
Published by 5WPR Research. 5wpr.com. Email us at [email protected]