Gaming Trust Index 2026
By Matt Caiola, CEO, 5WPR. April 2026.
The U.S. gambling industry spent $3.9 billion on marketing in 2025. Less than 4% went to earned media and PR. Here is what the full $3.9 billion bought â€" and what it didn't.
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.
Methodology
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:
- Operator financial disclosures (10-K, 10-Q forms)
- Marketing spend data from public earnings calls
- Earned media analysis via Meltwater and Cision databases
- Brand sentiment tracking across sports betting, online casino, and land-based operators
Key Findings
$3.9B Total Marketing Spend
U.S. gambling industry marketing investment in 2025
Less than 4% to PR/Earned Media
$156M of $3.9B went to public relations and earned media
76% Paid Digital Advertising
$2.96B spent on paid search, social, and display advertising
Top Operators by Marketing Spend
| 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 |
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Frequently Asked Questions
What is the Gaming Trust Index 2026?
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.
What is the main finding of the Gaming Trust Index?
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}
Why is trust becoming a key KPI in gaming marketing?
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.
How much is the gaming industry spending on advertising?
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}
What is the "trust gap" in gaming?
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.
How does trust impact player behavior?
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.
What role does public relations play in gaming marketing?
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.
How does responsible gaming affect brand trust?
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.
What should gaming companies do differently?
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.
How can brands use the Gaming Trust Index?
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]