The Massachusetts Gaming Commission (MGC) recently updated its Player Health Framework. Informed by MGC’s annual research agenda, the Framework is meant to inform regulation and public health strategy and provide an orientation to MGC and licensee practices and policies to help prevent and mitigate gambling-related harm. Positive play, or knowledge, attitudes, beliefs, and behavior of players about gambling so it remains a recreational activity and creates minimal risk of gambling-related harm, is a Framework strategy providing insights across the player population and allowing for tailored strategies to deliver the right message to the right player at the right time.