United States Online Gambling - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The united states online gambling market size was valued at USD 5.95 billion in 2025 and is estimated to grow from USD 6.89 billion in 2026 to reach USD 14.79 billion by 2031, at a compound annual growth rate (CAGR) of 16.51% during the forecast period (2026-2031). This report is Segmented by Game Type (Sports Betting, Casino, and Lottery), Gender (Male and Female), Age Group (Below 25 Years, 25-40 Years, and Above 40 Years), and Device (Desktop, Mobile, and Others). The Market Forecasts are Provided in Terms of Value (USD).

United States Online Gambling Market Trends and Insights

High smartphone and broadband penetration enables seamless access to betting platforms anytime, anywhere within legal states

Mobile devices played a significant role in online gambling activity in 2025, a trend supported by the widespread availability of 4G networks and the growing coverage of 5G technology. These advancements enabled instant account access and real-time wagering. Operators improved applications to allow one-tap deposits through Apple Pay and Google Pay, reducing barriers that previously discouraged casual bettors. In 2024, PayPal's integration with major sportsbooks allowed users to fund accounts directly from linked bank accounts, bypassing card-network intermediaries and cutting transaction times to under 10 seconds. Furthermore, Venmo's peer-to-peer architecture was adapted for gambling wallets, enabling users to transfer winnings to friends or share parlay stakes, replicating the social experience of in-person betting. The shift to mobile-first design also incorporated geolocation verification using Global Positioning System (GPS) and Wi-Fi triangulation, ensuring compliance with state boundaries while allowing users to move freely within legal jurisdictions.

Integration of live in-play betting enhances user engagement through real-time odds and interactive wagering experiences

In-play betting now accounts for over 40% of the total sports-betting handle, supported by data feeds from Genius Sports and Sportradar that update odds every 2 to 3 seconds during live events. In 2024, DraftKings introduced micro-betting, enabling wagers on specific events such as individual pitches in baseball or possessions in basketball. This development increased the average session duration by 18 minutes, as reported in the company's third-quarter 2025 earnings call. Dolby's OptiView streaming solution, adopted by select operators in 2025, synchronized video streams with betting interfaces, addressing the previous 5 to 10-second delay that caused odds to shift before users could place bets. This integration of streaming and wagering has transformed passive viewing into an interactive experience, where each play generates new betting opportunities. The National Basketball Association (NBA) incorporated live odds into its League Pass streaming service in 2024, marking a shift from its earlier resistance to sports-betting integration. This change highlights how sports leagues are now monetizing real-time data as a valuable first-party asset.

Strict advertising regulations restrict promotional messaging, content placement, and targeting for gambling operators

The National Collegiate Athletic Association (NCAA) has decided to prohibit gambling advertisements during its championship broadcasts, including the widely viewed March Madness, starting in 2024. This change eliminates a significant promotional opportunity that gambling operators had previously leveraged to attract millions of new users. In the same year, Massachusetts introduced regulations requiring that 20% of all gambling advertisements include responsible-gaming messaging. The state also banned celebrity endorsements by athletes under the age of 21, prompting operators to revamp campaigns that had relied heavily on endorsements from prominent figures. Similarly, Ohio implemented rules mandating a 10-second gap between gambling advertisements on television. This regulation prevents consecutive ads, a strategy that had previously helped reduce customer acquisition costs by 15% in states without such restrictions. Meanwhile, Virginia took steps to ban gambling advertisements targeting users under 21 through social media geofencing. This measure requires platforms such as Meta and Snap to implement age-verification processes, which have led to a 30% decline in click-through rates.

Other drivers and restraints analyzed in the detailed report include:

• Partnerships between sportsbooks and professional sports leagues increase brand visibility and betting content integration
• Adoption of secure digital payments and e-wallets supports instant deposits, withdrawals, and cashless gambling behavior
• High taxation and licensing fees in leading states reduce operator margins and discourage smaller entrants

Segment Analysis

Casino gaming is expected to grow at a compound annual growth rate (CAGR) of 13.92% through 2031, surpassing the growth of sports betting, which is projected to hold a 49.21% market share in 2025. This growth is driven by the stronger unit economics of online gaming (iGaming) and favorable regulatory developments in key states. For example, Michigan's iGaming revenue in October 2025 reached USD 278 million, representing a 31.8% year-over-year increase. This performance highlights the consistent engagement generated by live dealer games and slot titles, in contrast to the episodic nature of sports events.

BetMGM reported that its iGaming segment contributed 21% to its 15% overall gross gaming revenue (GGR) market share in the third quarter of 2025. Furthermore, iGaming demonstrated earnings before interest, taxes, depreciation, and amortization (EBITDA) margins that were 8 percentage points higher than sports betting. This is attributed to lower customer acquisition costs and reduced promotional expenses. Similarly, Pennsylvania's iGaming revenue in November 2024 amounted to USD 200 million, reflecting a 27% year-over-year increase. This growth underscores the expansion of slot and table-game libraries, which now feature branded titles from major studios. These branded titles create intellectual property synergies that are not available in sports wagering.

The female segment is expected to grow at a compound annual growth rate (CAGR) of 10.12% through 2031, gradually reducing the gap with male users, who held 69.01% of the market share in 2025. This growth is being driven by operators adopting marketing strategies that focus on community and entertainment rather than traditional sports fandom. The American Gaming Association reported that 46% of sports bettors were women in 2024, an increase from 38% in 2020. This rise has been supported by campaigns such as Caesars Sportsbook's "Queen of the Sportsbook," which highlights female athletes and influencers.

Women also make up a significant portion of online casino players, exceeding their participation in sports betting. This is largely due to the popularity of slot and live-dealer games, which require less sports-specific knowledge and therefore lower the barriers to entry. In 2024, FanDuel introduced promotions tailored to women, including risk-free bets associated with Women's National Basketball Association (WNBA) games and partnerships with female sports media personalities. This demographic is recognized for its higher lifetime value, as they tend to have lower churn rates and more consistent wagering patterns.

Complete Report Scope:

• By Game Type
  • Sports Betting
    • Football
    • Horse Racing
    • Tennis
    • Other Game Types
  • Casino
    • Live Casino
    • Baccarat
    • Blackjack
    • Poker
    • Slots
    • Other Casino Games
  • Lottery
    • Bingo
    • Other Game Types
• By Gender
  • Male
  • Female
• By Age Group
  • Below 25 Years
  • 25 - 40 Years
  • Above 40 Years
• By Device
  • Desktop
  • Mobile
  • Other Devices

List of Companies Covered in this Report:

• Flutter Entertainment plc
• DraftKings Inc.
• MGM Resorts International
• Caesars Entertainment Inc.
• Penn Entertainment Inc.
• Rush Street Interactive
• Light & Wonder Inc.
• Bally’s Corporation
• Wynn Resorts Ltd.
• Churchill Downs Inc.
• Evoke plc
• Kindred Group plc
• Super Group Ltd.
• Hard Rock International
• Mohegan Gaming & Entertainment
• Circa Sports
• Boyd Interactive LLC
• Bet365 Group Ltd.
• Fanatics Holdings Inc.
• Tipico Group Ltd.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support