CasinoReviews.net has conducted a deep dive into five years of gambling-related search trends across the United States. This analysis, which covers nearly 200 U.S. metropolitan areas, reveals that searches for "gambling addiction" appeared in 199 markets, while only 35 markets recorded searches for "gambling helpline." Intriguingly, eight of the ten major areas where "gambling addiction" searches are highest are located in states that do not offer regulated online casinos.
As Responsible Gaming Education Month kicks off in September, just before the start of the NFL season, CasinoReviews.net’s findings shed light on an issue that regulators have long feared may be worse in areas lacking regulated online wagering. In states with such regulations, people often seek help before serious problems arise. In contrast, in unregulated states, searches for help typically occur after crises develop.
The study utilizes Google Trends data from August 2021 through February 2026, contrasting the term "gambling addiction" with the preventive term "gambling helpline." The results outline two distinct landscapes regarding gambling behavior in America.
Key insights from the analysis indicate that the top ten metropolitan areas for "gambling addiction" searches are primarily located in states without regulated online casinos. These include Beaumont-Port Arthur and Abilene-Sweetwater in Texas, Cheyenne in Wyoming, and Great Falls in Montana. Overall, 199 U.S. metros displayed interest in "gambling addiction," while only 35 reported searches for the helpline, with all leading helpline searches situated in states that have legalized online wagering coupled with requirements for mandatory helpline disclosures.
Significant spikes in national helpline searches coincided with the launch of legal online sports betting in Ohio and Massachusetts in early 2023, peaking as the current NFL season unfolds. The five focus areas from unregulated and grey-market states showed no significant helpline search activity over the five-year period, contrasting sharply with their high rankings for inquiries related to addiction.
Particularly notable is that Helena, Montana leads the nation in searches for Gamblers Anonymous, despite its lottery-only sports model and absence of commercial online gambling.
The data suggests a clear pattern. In regulated markets, mandated helpline numbers are included in advertisements, promotional materials, and apps, proving effective in raising awareness. In cities like Cincinnati and Boston, searches for gambling helplines did not occur until shortly after the introduction of regulated online betting, which included the relevant disclosures. Conversely, in Texas, individuals in Beaumont and Abilene engage with unregulated offshore casinos and sweepstakes apps that provide no such information, leading them to seek help only when issues arise.
Wyoming presents an intriguing case; although the state has legalized online sports betting, Cheyenne ranks fifth nationally for "gambling addiction" but shows negligible helpline search activity. This indicates that mere legality does not create the same level of consumer awareness as seen in states like Ohio and Michigan, where regulatory frameworks support effective outreach. This suggests the value of a comprehensive regulatory structure that goes beyond simple legalization.
With September marking Responsible Gaming Education Month and with the NFL season set to begin, the significance of these findings is heightened. For the approximately two dozen states without regulated online wagering, these statistics illustrate the consequences of such absence. Without proper regulation, residents continue to gamble, often on platforms that do not provide access to helpline numbers, which is reflected in their search data. For states with legal markets, the study offers compelling evidence that such mandated disclosures positively influence consumer behavior and decision-making.
The full dataset and methodology are available upon request. The study uses Google Trends data from all categories within the United States from August 2021 to February 2026, indicating search indices relative to population, not raw counts. Areas in Nevada rank highly in both search categories, consistent with the prevalence of land-based casinos there.
