Maryland Sen. Ron Watson thought he had everything figured out for online casino passage this year.

Facing a structural budget deficit, Maryland needed money. A study ordered by the state showed online casino could bring $300 million annually.

When any problem arose, he helped address it. This included carving out new business opportunities for minorities and creating a $10 million fund for any brick-and-mortar casino workers affected by the implementation of iGaming.

Speaking recently at the National Council of Legislators from Gaming States (NCLGS) conference in Pittsburgh, Watson told how his efforts were derailed by an opposition campaign led by Cordish Cos.

He said the Maryland Live! Casino owner engaged the labor unions and filled buses with workers to hold picket lines that made the television news. At committee hearings, casino workers wore T-shirts asking lawmakers not to take their jobs with iGaming and offered personal stories. And after the House passed iCasino legislation, opponents put quotes from union members on the doors of each senator.

“They had a campaign and they were willing to put money behind this campaign to defeat this initiative,” Watson said.

When he comes back to propose online casino legislation again in 2026, Watson told industry representatives at the conference that they needed to have their own campaign ready if they want Maryland online casino to reach the finish line.

“If you really want iGaming to pass, you need to have a campaign,” Watson said at NCLGS. “Act as if it is a ballot referendum to really push this thing forward. The legislature is really just the quarterback. All we do is introduce the bill. But you need a whole team behind this type of legislation. And I’m suggesting a marketing team to really make this thing happen.”

Watson expands on Maryland online casino marketing campaign

Following the conference, PlayUSA reached out to Watson to find out what he meant by a marketing campaign.

He said that this year, the industry was on the defensive. Cordish asked for a study showing iGaming cannibalization of brick-and-mortar jobs in other states. Industry stakeholders responded with a study refuting those cannibalization claims.

In 2026, Watson wants the industry to go on the attack from the beginning.

“Those people who oppose it, they’re willing to put money behind opposing it. Those who want it have to be able put their money together to do the same. They need to go on offense and not defense to push a bill of that magnitude.”

Watson doesn’t plan to introduce iCasino legislation again until 2026 because that November is the next opportunity to present the issue to Maryland voters for final approval.

Once it’s on the ballot, Maryland online casino proponents surely will back a marketing campaign to gain voter support. Watson suggests they start that campaign early to get legislative passage.

“In the past, when there’s a ballot referendum, those folks who really want to do it set up a campaign account, use the funds for marketing materials that go to each voter’s house, set up a website with frequently asked questions about the industry, conduct surveys,” Watson said. “All of these types of things are important.”

Being prepared with studies and surveys is one thing. Putting together a groundswell of support from constituents supporting online casino legalization to counterbalance the casino worker narrative is more difficult.

“When comes to putting bill that magnitude in front of voters, they don’t care about trends and new technology,” Watson said. “What they care about is the big picture. We’re talking about iGaming, playing casino-related games online on your phone and your laptop. Being able to wager, being able to do it in a safe manner, being able to ensure you’re not being exploited and it’s fair and equitable for everyone who participates.”

Cordish opposition biggest impediment to Maryland iGaming

Watson admitted that a marketing campaign may not be enough as long as Cordish so strenously opposes Maryland online casino legalization.

Cordish leaders explained their iCasino opposition to PlayUSA in April.

Watson suggested that Maryland casino stakeholders and national online gaming interests spend the next year and a half working on Cordish.

“I would start with talking to the Cordish group. If they are the biggest opponent, start there. The strategy at this point is to talk to the Cordish group and see what they will accept to not oppose the bill.”

https://www.playusa.com/maryland-online-casino-marketing-campaign/