The Pennsylvania Gaming Control Board (PGCB) has launched a multi‑channel public awareness initiative, “What’s Really at Stake”, focused on the growing issue of underage gambling in the Commonwealth. The campaign, which rolls out during national Problem Gambling Awareness Month and coincides with the NCAA Men’s Basketball Championship, aims to educate youth, families, educators, and counsellors on the risks associated with gambling participation by minors.
The campaign will leverage social media, online advertising, a dedicated website, and downloadable promotional materials to amplify awareness and provide accessible educational resources.
Campaign Background and Strategic Focus
Focused on educating young people, families, and educators, the campaign aims to highlight the dangers of early exposure to gambling and promote safer practices. Here are the key details of the initiative:
- Targeted outreach: The PGCB’s “What’s Really at Stake” initiative will feature free resources for individuals, educational institutions, and counsellors, accessible via a dedicated website.
- Timing alignment: The launch aligns with Problem Gambling Awareness Month and the high‑profile NCAA Men’s Basketball Championship, a period of peak interest in wagering activity.
- Data‑driven messaging: The campaign incorporates data from national studies showing high levels of gambling engagement among college‑aged individuals and youth and low levels of awareness about support resources.
- Cross‑agency resources: Additional educational materials for parents and educators, curated by the Pennsylvania Department of Drug and Alcohol Programs, are available via the state’s education system platforms.
The PGCB has positioned the campaign as part of its broader responsible gaming mandate, reinforcing that regulated gambling products are intended only for individuals 21 years and older and highlighting the risks posed by illegal and unregulated online gambling venues that lack age‑verification safeguards.
Key Messages and Stakeholder Views
The campaign also seeks to ensure that licensed operators enforce age restrictions effectively, while highlighting the need for strong protections against illegal gambling outlets. In announcing the campaign, PGCB Executive Director Kevin O’Toole emphasised the board’s public protection mission.
The legalised gambling the PGCB regulates, and in particular online gambling, is intended for those 21 years and older. The licensed operators in Pennsylvania have various tools within their systems to deny gambling privileges to those underage, but the proliferation of easily accessible illegal and unregulated sites that do not carry those protections to block underagers is a substantial reason in creating this negative situation.
Echoing these concerns, Josh Ercole, Executive Director of the Council on Compulsive Gambling of Pennsylvania, highlighted increased helpline engagement:
In recent years, calls to the helpline regarding young individuals in Pennsylvania have increased. With so much access and availability, especially in unregulated forms of gambling, it is critical to have open discussions about risks and potential harms. It is also important to understand that while underage individuals playing games like these may seem innocent, early exposure and participation can lead to future problems.
Data Spotlight and Risk Profile
The press release summarises several key findings from external research that the campaign will use to frame its messaging:
- 75% of U.S. college students reported gambling in the past year, with 18% gambling weekly or more frequently.
- Only 22% of U.S. colleges and universities have formal gambling policies in place.
- 58% of 18‑ to 22‑year‑olds have engaged in sports betting, and 6% reported losing over $500 in a single day.
- Approximately 6% of college students meet the criteria for a serious gambling problem, roughly double the adult U.S. average.
- Roughly 33.7% of under‑18s gambled within a year, with more than one in three boys aged 11–17 reporting gambling activity.
These figures frame the board’s rationale for a dedicated educational push at a time when youth exposure to gambling content and access points is rising.
Broader Regulatory and Public Health Context
The PGCB’s initiative reflects a broader regulatory focus across the U.S. on youth gambling risks, as legal betting markets, including sports wagering, online gaming, and emerging products like prediction markets, continue to evolve and expand. In some segments of the betting ecosystem, such as prediction markets that blend financial and sports outcomes, consumer engagement patterns are shifting rapidly, prompting renewed attention from policymakers on where and how young people are exposed to gambling‑like activity.
With this evolving landscape, awareness campaigns and collaboration with public health partners are becoming key strategies for early‑stage prevention. The PGCB pairs its educational outreach with a comprehensive responsible gaming framework, offering self‑exclusion programs, helpline support, and ongoing stakeholder engagement to support vulnerable populations and reduce gambling‑related harms.