Oregon Lottery’s Safer Play Program: Building a Culture of Informed Play
- 5 hours ago
- 3 min read
By Krystal Smith, Responsible Gaming Program Administrator, Oregon Lottery
Published August 18, 2026
For more than 40 years, the Oregon Lottery has invested in responsible gambling initiatives that help players make informed choices and access support when needed. Today, that commitment is reflected in the Safer Play Program, a comprehensive strategy that brings together research, education, stakeholder collaboration, and player support to reach more people at more points on their help seeking journey. The move from Responsible Gambling to Safer Play was a purposeful shift – a more inclusive, non-stigmatizing way to acknowledge that Lottery games are fun “play” for adults. But they also carry inherent risk.
Safer Play is a critical brand program and the cornerstone of the enterprise Corporate Social Responsibility strategy. Organizationally, it sits in the Director’s Office. It’s a dedicated program with an administrator, and key departments such as research, marketing, customer service, product management, and retail have Safer Play subject matter experts. Staff across the organization also contribute to advancing the Safer Play objectives. This shared responsibility model helps ensure Safer Play considerations are integrated into business decisions enterprise wide, rather than treated solely as a compliance function.
Employee engagement is a critical component of Oregon’s program. All employees receive annual Safer Play training, with content regularly updated to reflect emerging research, stigma reduction practices, new support resources, and industry trends. Players and retail-facing staff also receive role-specific training to help them with the often-challenging role of promoting Safer Play in the field. Oregon Lottery is also developing a multi-year learning roadmap that includes onboarding enhancements, situational learning modules, departmental presentations, and ongoing knowledge mobilization assessments.
Our Safer Play program has reframed how both “prevention” and “treatment” are promoted and supported. From promoting Safer Play strategies for all players, to providing access to counseling for people negatively impacted by gambling, we work to meet people where they are. That may mean supporting people who want to quit, cut down, or simply be more mindful in their relationship with gambling. This approach normalizes Safer Play and seeks to reach people before they experience harm.
Oregon Lottery communicates Safer Play messaging through multiple channels. Our always-on digital and social advertising campaigns drive over 90% of site traffic to the Oregon Problem Gambling Resources (OPGR) website. In 2025, there were 302,000 visits to this comprehensive resource for anyone seeking information and help. OPGR provides access to quizzes, live chat with the helpline, counseling centers and meetings, and app download information. In addition, a series of videos are included on the website that address barriers to help seeking and answer questions players have when contemplating a change. The series includes: People who Gamble, How Much is Too Much, Setting a Change Goal, When You Are Ready, and Welcome to OPGR.
We also invest in partnerships to develop and promote digital tools and resources. Recently, this has included working with the Oregon Health Authority to provide Oregonians free access to a new digital health app called Evive, offering solutions for stopping, reduction, and safer play options. An “affected other” component will be available soon. In addition, OPGR.org provides access to financial counseling services through GamFin at no charge to individuals experiencing gambling harm, and also concerned and affected others. The Safer Play program includes retail-facing materials, retailer training, community outreach, and stakeholder engagement efforts that promote Safer Play. Lottery games and customer experiences are also developed using a Safer Play lens.
Looking ahead, the Oregon Lottery will continue expanding safer play education, testing new player-focused and affected-other messaging, investing in research, and strengthening partnerships across Oregon. Ultimately, the program demonstrates how dedicated leadership, organization-wide engagement, inclusive, non stigmatizing messaging, and evidence-based strategies can work together to support Safer Play.
