But there are cracks forming beneath the surface as the battleground shapes up over problem gambling.

What tangible effect the wristbands will have is unclear.

While critics labeled the orange plastic bands a publicity stunt, advocates who work with compulsive gamblers say they will undoubtedly increase calls to helplines, just as any other mention of problem gambling in the media will get more folks to pick up the phone.

Meanwhile, two industry giants remain divided on a more controversial but potentially more effective plan to intercept problem gamblers on the casino floor.

Harrah's Entertainment Inc., which prides itself on being one of the first casino companies to run PSAs on problem gambling, recently began implementing a policy of approaching customers believed to have a gambling problem and referring them for help.

With the acquisition of Caesars Entertainment in June, Harrah's has the world's largest casino database of some 40 million-plus names.

The policy resembles a plan previously adopted by Caesars but stands in marked contrast to MGM Mirage, Las Vegas' largest operator.

MGM Mirage Chief Executive Terry Lanni, echoing statements made by others in the past, recently said his company would not be identifying compulsive gamblers for fear of offending customers, attracting lawsuits and putting employees in a position better left to professionals.

There's some parallel to this issue in many other states, where bartenders often cut off drinkers who are visibly intoxicated for fear of getting sued. Nevada is one of only a handful of states that doesn't have a dram shop law, which allows people to sue bars if they are hit by drunken drivers or otherwise harmed by someone who is intoxicated.

The AGA has argued that it is serious about gambling problems and hasn't publicized the issue to fend off lawsuits. And alcoholism is arguably easier to spot than a gambling problem, where the effects are often hidden.

In any case, tapping someone on the shoulder and asking him whether he needs help might have more of an affect on that person's life than seeing someone wearing a plastic wristband that says "Keeping it Fun." The wristbands are a passive and sanitary approach to an addiction that leaves some people contemplating and in a few cases, committing, suicide.

Casino critics say the wristbands are more evidence that the industry is trying to boost its image rather than help problem gamblers.

Dr. Guy Clark, a dentist near Albuquerque who sits on the board of the National Coalition Against Legalized Gambling and directs New Mexico's leading anti-casino group, called the wristbands "window dressing."

"They try to put a good face on a predatory industry that knows where their money is coming from," Clark said last week. Clark suspects a significant percentage of casino revenue comes from chronic gamblers.

"They're sure not the majority of people there but they spend an awful lot of the money," he said.

Casinos have dismissed NCALG members as moralists who don't reflect society at large. They also say they have no way of knowing how many of their customers have a gambling problem. People who gamble a lot or spend a lot of money may not necessarily be addicts.

While that may be true, it's also true that casinos can gather a lot of evidence of a gambling problem over time and are in a position to do something about it.

Identifying problem gamblers is possible but more difficult than outsiders might think, said Jeffrey Compton, a Las Vegas casino consultant.

Casinos are more knowledgeable than ever about their customers' gambling habits, thanks to sophisticated software that can tell managers how long people play, what they play and how much they've won or lost.

But the data doesn't tell the whole story, Compton said.

More important are interactions with customers, who will can end up verbalizing or suggesting that they are in over their heads, he said. Compulsive gamblers are more often than not spending a significant amount of time in casinos, allowing employees more time to get to know regulars and spot warning signs, Compton said.

Those signs may include people who are having trouble paying off casino credit and people who are repeatedly getting money from a casino ATM machine, he said.

"This is a complex issue. It's not cut and dry," Compton said.

It's not obvious that people who gamble or spend a lot -- even those who spend the same amount of time gambling as others spend at work and those in the top tier of their slot club -- have a gambling problem unless they are spending more than they can afford.

"Las Vegas attracts a lot of retired millionaires," he said. "It's their money and they can do what they want with it ... though their children might not agree. But someone who is coming in six hours a week playing bingo and they're a single mother with three kids and a low paying job, they are in a lot more trouble."

Liz Benston covers gaming for In Business Las Vegas and its sister publication, the Las Vegas Sun. She can be reached at (702) 259-4077 or by e-mail at benston@lasvegassun.com.