The American Gaming Association (AGA) partnered with NJI to reimagine its website as a modern, engaging hub that reflects the industry’s evolution and the breadth of AGA’s membership. The previous site, built before the rise of sports betting and iGaming, no longer conveyed the industry’s scale or momentum, limiting AGA’s ability to communicate its priorities. AGA sought a refreshed digital presence to ensure legal gaming thrives in 2025 and beyond.

The new site delivers a dynamic, unified narrative for policymakers, media, and industry stakeholders. A contemporary design and refined messaging now represent the full spectrum of the gaming industry—from suppliers and sports betting to tribal, casino, and commercial gaming.

A highlight is the interactive State of Play map, which consolidates 500+ data points across 46 states and D.C. into a single, accessible visualization of the industry’s nationwide footprint. The refreshed color palette, gradient system, and streamlined information architecture bring clarity to complex topics, while modular visual collages amplify storytelling across the site.

We began with a comprehensive content audit to determine what to retain, update, or sunset. Knowing the site had to be intuitive for key audiences, we restructured the sitemap and content flow to foreground advocacy, industry impact, and AGA’s extensive research.

Our strategy and design teams collaborated to develop flexible, component-based templates that can be repurposed for future content needs. The development team then built a clean, intuitive CMS experience to power a dynamic, block-driven front end–ensuring both an engaging user experience and efficient site management.