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The New York State Gaming Commission has advanced two proposals that could change how mobile sportsbooks market to customers in the state, including Caesars Sportsbook NY.
One proposal would restrict sportsbooks, affiliates and vendors from using AI, machine learning, algorithmic profiling, automated decision systems or generative AI to analyze customer data for personalized promotions or wagering advice. A second proposal would require operators to identify patrons showing signs of problem gambling and designate a specific person to contact them about responsible gambling resources.
The commission moved both items forward unanimously, but neither rule is final yet and no date has been set for a final vote.
Proposed AI limits would target personalized betting promotions
Under the proposal, operators would be barred from using those tools to personalize bonuses, promotions, odds, betting limits, messages or product recommendations. They also could not suggest specific wagers, wager types or amounts, or deploy promotions intended to increase spending, revenue or engagement.
The fact pack says the restrictions would not apply when customers affirmatively consent. Pari-mutuel horse racing apps would also be exempt if they require an opt-in before suggesting wagers.
If adopted, the changes would affect New York’s licensed mobile sports betting operators, a group that includes Caesars Sportsbook, FanDuel, DraftKings, BetMGM and other major brands in the state.
Problem gambling proposal would require direct outreach
A parallel proposal would add new responsible gambling obligations for licensees. Operators would have to identify patrons showing signs of problem gambling and assign a specific person to contact them with responsible gaming resources.
NYSGC Chairman Brian O’Dwyer made clear that regulators expect the industry to respond. “The industry is on notice by me and this commission that they need to solve this problem,” he said.
According to the commission data cited in the source material, New York has licensed nine mobile sports betting operators. Mobile wagering revenue is taxed at 51%, and regulated operators now generate more than $1 billion annually in tax revenue.
What New York bettors should watch next
For players, the immediate takeaway is that these are proposed rules, not active restrictions. The biggest open questions are timing and scope: no final vote date has been announced, and details such as how the state will define affirmative consent and at-risk behavior remain unresolved.
The proposals are part of Gov. Kathy Hochul’s 2026 State of the State program, so New York bettors should watch for the next public-comment and commission action. As always, anyone concerned about their betting habits should use responsible gambling tools and support resources.
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Source: As reported by sccgmanagement.com.
