Do you run a US-facing casino, betting site, or affiliate platform? Are you looking for state-compliant content that is expertly crafted and adherent to state-specific laws?
At Magic Word Media, we specialise in producing iGaming content for US websites and online casinos. We work with some of the biggest names in iGaming in the US and would love to work with you.
Learn more about how we craft compliant content for our US customers and discover some crucial things to be aware of if you plan to publish iGaming content in the US market.
Ensuring your gambling content is compliant in the US
This article does not intend to cover the full scope of legal gambling in the United States. Instead, we focus on the key things you need to be aware of when making your online iGaming content compliant for the US market.
At Magic Word Media, we work with numerous iGaming affiliates and online casinos in the US and have created thousands of words of copy for some of the highest-ranking sites in the market. As such, here are some key things to acknowledge when it comes to creating and publishing iGaming content in the US.
The legality of online gambling in the US
The legality of online gambling in the United States is complex and determined state-by-state.
2018 was a seismic year for legalised gambling in the United States, as the US Supreme Court ruled that a federal ban on sports betting was unconstitutional.
Since then, dozens of states have legalised online sports betting, while others have taken steps to license and regulated online casinos.
In most US states, you must be 21 to gamble online, but the age threshold is set at 18 in other locations.
All legal US-based gambling today is regulated at the state, not the national level. At the time of writing, online casino gambling is legal in the following six states and regulated by the respective authorities:
State |
Regulatory Authority |
Connecticut |
Department of Consumer Protection (Gaming Division) |
Delaware |
|
Michigan |
|
New Jersey |
|
Pennsylvania |
|
West Virginia |
While casino gambling is only currently legal in six states, online sports betting is legal in 38 states, so it’s much more broadly available in the United States.
When writing iGaming content for US-based online casinos, we begin by researching the state where the casino is licensed. We do this by cross-checking the licensing details on the site with the register of the relevant authority.
Then, we check for any state-to-state differences in the offer of each casino.
For instance, online casinos like DraftKings, Borgata, and BetRivers are available in multiple states. However, they often advertise different bonuses in each state they operate in with special terms and conditions to be aware of.
Our copy reflects these differences when we write for leading affiliate sites in the US market, and we spend lots of time researching and fact-checking to ensure our information is accurate and up-to-date.
The gambling landscape in the US is more difficult to navigate than the UK gambling market, given that in the United Kingdom, there is only one regulatory body. Learn more about how we can help you to create UKGC-compliant content here.
As such, you can leave the heavy lifting to us, and we’ll be more than happy to do the research for you!
Responsible gambling messaging
Each regulatory authority in the United States requires operators and affiliates to adhere to strict responsible gambling messaging, which we discuss in this blog post about responsible iGaming language.
Whether you’re an operator or affiliate, your site's language should reflect that gambling is based on chance, and your customers can win or lose each time they play.
You must avoid promoting irresponsible gambling and refrain from using language that suggests players can “earn money” rather than “win money.”
We always err on the side of caution regarding responsible gambling messages and keep things realistic and attainable for all players.
Social casinos – what to be aware of
Gameplay at a social casino in the USA
We have written extensively for social casinos (also known as sweepstakes casinos) in the US market. Sweeps casinos are available in some states where online casino gambling is illegal.
When you sign up for a social casino, you receive two forms of virtual currency – one for free play and one for promotional play. You can also buy free-play coins and be rewarded with promotional play coins as a free gift.
When you play and win with promotional coins, you can redeem them for cash. However, to redeem a prize, you usually need a minimum balance of $50 or $100.
Social casinos do not require a special state license to operate as they are not considered to be gambling platforms. Therefore, they’re widely available in the US and legally permitted in most states (Washington and Nevada are notable exceptions).
When we write content for social casinos, we must avoid language related to real-money betting, so terms like “cash out,” “gamble,” and “wagering” are off the table.
Thanks to working with several sweepstakes casino clients, we’re now specialists at creating iGaming content for social casinos. If you’re interested in this service, please contact us.
How Magic Word Media provides iGaming Content for US betting sites & affiliates
We’re proud to work with some of the biggest names in iGaming and sports betting in the United States. But don’t just take our word for it.
Here’s what Ryan Murphy, Managing Editor of Covers.com, has to say about our services for the popular US-facing affiliate site:
“I first began working with Magic Word Media four years ago and was so impressed with their best-in-class service that I reached out to them immediately once I began working for a new publication. They’re absolute experts within the iGaming industry and do a phenomenal job of generating copy that’s as fun as it is informative.”
Are you keen to work with us on your US-based sportsbook, casino, or affiliate site? Just say the magic word—contact us today for top-quality iGaming content for the US market.