New York's Gaming Commission has unanimously approved draft rules that would prohibit mobile sportsbook operators from using AI, machine learning and algorithmic profiling to personalise promotions, odds, betting limits and recommendations. The proposed regulations also ban prompts suggesting specific wagers or stake sizes, as well as bonus schemes designed to drive spending or engagement. Exceptions apply to customers who opt in and to pari-mutuel horse racing.
A second proposal would require licensees to identify players showing signs of problem gambling and assign staff to make personal contact. Commission chairman Brian O'Dwyer said a player restricted by one operator simply moves to another, and called on the industry to develop shared data mechanisms. If operators do not deliver a solution, the commission will impose one.
Nine mobile sportsbooks hold licences in New York: Bally Bet, BetMGM, Caesars Sportsbook, DraftKings, Fanatics, FanDuel, Resorts World Bet, Rush Street Interactive and theScore Bet. The state collects over $1bn a year in tax at a 51% rate on GGR. The initiative forms part of Governor Kathy Hochul's 2026 programme announced in March and follows similar regulation in New Jersey. Public comment and revision are next; no final vote is scheduled. Operators face a rework of marketing systems and responsible gambling tools if the rules pass as drafted.
