United States Online Gambling Market By Type (Sports Betting, Casinos, Poker, Bingo, Others), By Device (Desktop, Mobile, Others), By Region, Competition, Forecast & Opportunities, 2019-2029F

United States Online Gambling Market was valued at USD 9.5 billion in 2023 and is anticipated to project robust growth in the forecast period with a CAGR of 8.9% through 2029F. The United States online gambling market has experienced significant growth in recent years, driven by a combination of factors. One key driver is the increasing legalization of online gambling across various states. As more states recognize the potential economic benefits and tax revenues associated with online gambling, they are passing legislation to allow for its operation. This has created a favorable regulatory environment, enabling online gambling operators to enter the market and offer their services to a wider audience. Technological advancements have also played a crucial role in the market's growth. The widespread availability of high-speed internet and the proliferation of smartphones have made online gambling more accessible than ever before. Consumers can now conveniently access a wide range of gambling options from the comfort of their own homes or on the go, leading to increased participation and engagement. Furthermore, the growing consumer demand for online gambling has fueled market expansion. The convenience, variety of games, and potential for significant winnings have attracted a large and diverse customer base. Additionally, the COVID-19 pandemic has further accelerated the shift towards online gambling as traditional brick-and-mortar casinos faced temporary closures and restrictions. Overall, the United States online gambling market is poised for continued growth as more states legalize and regulate the industry, technology continues to advance, and consumer demand remains strong.

Key Market Drivers

Increasing Legalization of Online Gambling

The United States online gambling market has experienced significant growth in recent years, largely due to the increasing legalization of online gambling across various states. Traditionally, gambling has been heavily regulated in the United States, with only a few states allowing it in specific locations such as Las Vegas and Atlantic City. However, there has been a notable shift in attitudes towards online gambling, driven by the potential economic benefits and tax revenues associated with its legalization. One driver of this trend is the desire of states to capture revenue that was previously flowing to offshore gambling websites or illegal operations. By legalizing online gambling, states can establish a regulated market that ensures consumer protection, responsible gambling practices, and tax collection. This has led to a wave of legislative efforts across the country, with several states passing laws to allow online gambling within their jurisdictions. For example, New Jersey was one of the first states to legalize online gambling in 2013. Since then, other states such as Pennsylvania, Delaware, and Michigan have followed suit. The legalization trend is expected to continue as more states recognize the potential economic benefits and seek to regulate and tax online gambling activities.

Technological Advancements

Technological advancements have played a crucial role in the growth of the United States online gambling market. The widespread availability of high-speed internet and the proliferation of smartphones have made online gambling more accessible than ever before. Consumers can now conveniently access a wide range of gambling options from the comfort of their own homes or on the go, leading to increased participation and engagement. The development of secure online payment systems has also contributed to the growth of the market. Players can easily deposit and withdraw funds from their online gambling accounts, making the overall experience more seamless and convenient. Additionally, advancements in data encryption and cybersecurity have helped to build trust among consumers, addressing concerns about the safety and security of online gambling platforms. Furthermore, technological innovations such as virtual reality (VR) and augmented reality (AR) have the potential to revolutionize the online gambling experience. These technologies can create immersive and interactive virtual casino environments, enhancing the overall entertainment value for players. As technology continues to advance, online gambling operators are likely to leverage these innovations to attract and retain customers.

Growing Consumer Demand

The United States online gambling market has experienced significant growth due to the growing consumer demand for convenient and accessible gambling options. The convenience factor is a major driver, as players can access a wide range of games and betting opportunities from their computers or mobile devices at any time. This eliminates the need to travel to physical casinos, saving time and expenses. Moreover, online gambling offers a greater variety of games compared to traditional brick-and-mortar casinos. Players can choose from a wide range of slots, table games, poker variations, and sports betting options, catering to different preferences and interests. The ability to access these diverse options from a single platform adds to the appeal of online gambling. Another factor contributing to the growing consumer demand is the potential for significant winnings. Online gambling platforms often offer attractive bonuses, promotions, and progressive jackpots, enticing players with the possibility of life-changing payouts. The allure of winning big has attracted a large and diverse customer base, including both experienced gamblers and casual players. Additionally, the COVID-19 pandemic has further accelerated the shift towards online gambling. With temporary closures and restrictions imposed on traditional brick-and-mortar casinos, consumers turned to online platforms for their gambling entertainment. This increased exposure to online gambling has likely contributed to the sustained growth of the market.

Marketing and Advertising Strategies

Effective marketing and advertising strategies have played a crucial role in driving the growth of the United States online gambling market. Online gambling operators have employed various tactics to attract and retain customers, leveraging digital marketing channels and partnerships to reach a wider audience. One key strategy is the use of targeted online advertising. Online gambling operators utilize data analytics and customer segmentation techniques to identify potential customers and deliver personalized advertisements. These advertisements can be tailored based on factors such as demographics, interests, and previous gambling behavior, increasing the likelihood of conversion. Furthermore, partnerships with sports teams, leagues, and media outlets have helped to increase brand visibility and attract new customers. Online gambling operators often sponsor sports events or teams, leveraging the popularity of sports to reach a broader audience. This form of strategic partnership not only enhances brand recognition but also creates a sense of trust and legitimacy among consumers. Social media platforms have also become an important marketing channel for online gambling operators. They utilize social media platforms to engage with customers, share updates, and promote special offers. Influencer marketing is another strategy employed by online gambling operators, where popular social media personalities endorse their platforms, further expanding their reach and credibility.

Key Market Challenges

Regulatory Complexity and Fragmentation

One of the major challenges facing the United States online gambling market is the regulatory complexity and fragmentation across different states. While the legalization of online gambling has been gaining momentum, each state has its own set of regulations and licensing requirements. This creates a fragmented market with varying rules and restrictions, making it difficult for operators to navigate and comply with the different regulatory frameworks. The lack of uniformity in regulations poses challenges for operators looking to expand their operations across multiple states. They must invest significant resources in understanding and adhering to the specific requirements of each jurisdiction, which can be time-consuming and costly. Additionally, the varying tax rates and licensing fees imposed by different states can impact the profitability of online gambling operations. Moreover, the lack of a federal framework for online gambling further complicates the regulatory landscape. Without consistent federal regulations, operators and consumers may face legal uncertainties and potential conflicts between state and federal laws. This can hinder market growth and deter potential investors from entering the industry.

Consumer Protection and Responsible Gambling

Ensuring consumer protection and promoting responsible gambling practices is another significant challenge in the United States online gambling market. While the legalization of online gambling has brought opportunities for revenue generation, it also raises concerns about problem gambling, underage gambling, and fraudulent activities. Online gambling operators must implement robust age verification systems to prevent minors from accessing their platforms. They also need to establish effective mechanisms for self-exclusion and responsible gambling limits, allowing players to set boundaries and seek help if needed. However, enforcing these measures in an online environment can be challenging, as operators must rely on technological solutions to monitor and regulate player behavior. Furthermore, the cross-border nature of online gambling presents challenges in terms of jurisdiction and enforcement. Operators may face difficulties in identifying and addressing issues related to problem gambling or fraudulent activities when they involve players from different states or even different countries. This highlights the need for collaboration between regulators and operators to establish effective mechanisms for monitoring and addressing these concerns.

Competition and Market Saturation

As the United States online gambling market continues to grow, competition among operators is intensifying. This poses challenges for both new entrants and existing operators looking to maintain their market share. The market is becoming increasingly saturated, with numerous operators vying for the attention and loyalty of consumers. Established land-based casino operators have been quick to enter the online gambling space, leveraging their brand recognition and existing customer base. This creates a competitive landscape where smaller operators may struggle to compete against well-established brands. Additionally, the high costs associated with marketing and customer acquisition further increase the barriers to entry for new players in the market. Moreover, the increasing number of online gambling options available to consumers can lead to market fragmentation. With a wide range of operators offering similar products and services, consumers may become overwhelmed and find it challenging to differentiate between them. This puts pressure on operators to innovate and provide unique offerings to attract and retain customers.

Key Market Trends

Expansion of Mobile Gambling

One of the prominent trends in the United States online gambling market is the expansion of mobile gambling. With the widespread adoption of smartphones and the increasing availability of high-speed internet, more consumers are turning to mobile devices for their gambling activities. Mobile gambling offers convenience and flexibility, allowing players to access their favorite games anytime and anywhere. Operators are capitalizing on this trend by developing mobile-responsive websites and dedicated mobile applications. These platforms provide a seamless and optimized gambling experience, with user-friendly interfaces and a wide range of games tailored for mobile play. The convenience of mobile gambling has attracted a new segment of players who prefer the flexibility of betting on the go.

Emergence of Live Dealer Games

Another significant trend in the United States online gambling market is the emergence of live dealer games. Live dealer games bridge the gap between online gambling and the traditional casino experience by offering real-time interaction with professional dealers through high-definition video streaming. Players can participate in games such as blackjack, roulette, and baccarat, enjoying the social aspect and immersive atmosphere of a land-based casino from the comfort of their homes. The popularity of live dealer games can be attributed to the desire for a more authentic and interactive gambling experience. Players can chat with the dealers and other participants, creating a sense of community and enhancing the overall entertainment value. The advancements in technology, such as improved video streaming capabilities and enhanced user interfaces, have contributed to the growth of this trend.

Integration of Cryptocurrency

The integration of cryptocurrency as a payment method in the United States online gambling market is gaining traction. Cryptocurrencies such as Bitcoin and Ethereum offer advantages such as enhanced security, faster transactions, and reduced fees compared to traditional payment methods. This has led to an increasing number of online gambling operators accepting cryptocurrencies as a form of payment. The use of cryptocurrency in online gambling appeals to a tech-savvy audience that values privacy and decentralization. It also enables players from jurisdictions with strict gambling regulations to bypass restrictions and participate in online gambling activities. As the adoption of cryptocurrencies continues to grow, it is expected to have a significant impact on the online gambling market, providing players with more options and operators with increased flexibility in payment processing.

Integration of Esports Betting

Esports betting is gaining momentum in the United States online gambling market, driven by the growing popularity of competitive video gaming. Esports refers to organized multiplayer video game competitions, where professional players compete for prizes. The integration of esports betting allows players to wager on the outcomes of these competitions, adding an additional layer of excitement and engagement. Esports betting appeals to a younger demographic that is passionate about gaming and follows esports events closely. The availability of live streaming platforms and dedicated esports betting websites has made it easier for players to participate in this form of gambling. Operators are expanding their offerings to include a wide range of esports titles, tournaments, and betting options to cater to the growing demand.

Segmental Insights

Device Insights

The mobile segment dominated the United States online gambling market and is expected to maintain its dominance during the forecast period. The increasing adoption of smartphones and the convenience they offer have fueled the growth of mobile gambling. Players are increasingly opting for mobile devices to access online gambling platforms, allowing them to enjoy their favorite games anytime and anywhere. The mobile segment has witnessed significant advancements in terms of mobile-responsive websites and dedicated mobile applications, providing a seamless and optimized gambling experience. Operators have recognized the potential of the mobile market and have been investing in developing user-friendly interfaces, a wide range of games, and secure payment options specifically tailored for mobile devices. Additionally, the COVID-19 pandemic has further accelerated the shift towards mobile gambling as people spent more time at home and sought entertainment options on their smartphones. The trend of mobile dominance is expected to continue as technology continues to advance, offering more immersive experiences and attracting a larger user base. Furthermore, the convenience and accessibility of mobile gambling resonate with a wide range of demographics, including younger players who are more inclined to use mobile devices for various activities. As a result, the mobile segment is poised to maintain its dominance in the United States online gambling market in the coming years.

Regional Insights

United States online gambling market saw a notable regional dominance in the form of the Northeast US regions. This dominance can be attributed to the robust regulatory frameworks in states like New Jersey, Pennsylvania, and Delaware, which have led the way in legalizing and regulating online gambling activities, including online casinos, sports betting, and poker. These states have cultivated a thriving ecosystem for online gambling operators, attracting significant investments and fostering a highly competitive market landscape. The dense population and high levels of disposable income in these regions have also contributed to their dominance, as they offer a lucrative customer base for operators. Northeastern and Mid-Atlantic regions have been quick to adapt to the digital age, with a tech-savvy population that readily embraces online gambling options. As we look ahead to the forecast period, this dominance is expected to persist, with further states in these regions considering legislation to expand online gambling, cementing their status as the leading players in the U.S. online gambling market. While other regions may experience growth, the well-established infrastructure, regulatory experience, and consumer demand in the Northeastern and Mid-Atlantic states position them to maintain their leadership in the industry.

Key Market Players

• FanDuel Group
• Caesars Entertainment Corporation
• 888 Holdings PLC
• Kindred Group PLC
• William Hill PLC
• PENN Entertainment, Inc
• Boyd Gaming Corporation
• Churchill Downs Incorporated

Report Scope:

In this report, the United States Online Gambling Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

United States Online Gambling Market, By Type:

• Sports Betting
• Casinos
• Poker
• Bingo
• Others

United States Online Gambling Market, By Device:

• Desktop
• Mobile
• Others

United States Online Gambling Market, By Region:

• South US
• Midwest US
• North-East US
• West US

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the United States Online Gambling Market.

Available Customizations:

United States Online Gambling Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).