Sportsbooks - Important Factors to Consider Before Entering the US Market

Sports betting is a huge and growing phenomenon in the United States. Since the country’s Supreme Court legalized the practice in 2018, the sports gaming market has exploded, growing into a $10 billion industry. Analysts and industry experts believe the demand for sports gaming in the US will only continue to grow and could become a $45 billion industry. With so much opportunity for growth, it’s a market that should only continue to reap benefits to sportsbooks like yours, especially if you’re looking to expand.

However, If you’re running a sportsbook outside the U.S., there are some factors you should know. Let us walk you through them.

1. US Sports Betting is State-Based and Regulations Vary

Many investors and sportsbooks located outside the US must understand that just because sports betting is now legal in this country, it doesn’t mean it’s okay to bet anywhere in the United States. Sports gaming laws vary from state to state. The United States is divided into 50 separate states and the District of Columbia, many with different regulations on sports betting.

The good news is most states now allow sports betting. However, some of these states are retail-only, meaning you have to set up a physical location of your sportsbook to handle bets, not a website and some restrict the type of games allowed. For example, New York State only permits wagers on in-state collegiate teams and events, that is matches affiliated with colleges and universities located in that state. In Arizona, bettors can only bet on college teams and only place prop bets, which are multiple bets on an outcome, not single bets. Illinois only allows college sport wagers in person, not online and they must be on game outcomes, not prop bets.

In addition, If you want to have an online presence, you need to ensure bettors verify their age and residency, because many states don’t allow sports gaming customers under 21 and 12 states don’t permit their residents to wager on sports. Knowing these different regulations is crucial to succeeding in the US sports gaming market.

2. There’s Established Competition, but Opportunities Still Abound

The American sports betting market is not brand new and some large sportsbooks have established a strong presence and enjoy a dominant slice of the sports betting pie. Still, that fact shouldn’t deter interested sportsbook newcomers, because there’s plenty of room to grow and opportunities for expanding books.

Currently, around 8 sportsbooks operate in 10 or more states and these big sportsbooks dominate the US sports gaming market. There are another six smaller sportsbooks in four or more state, but they’re generally just one state. Some states, such as Michigan and Iowa have a low barrier entry for new sportsbooks and as result, around 20 sportsbooks operate in these locations. Yet, with so many sportsbooks, a number of those competitors are closing down every year, leaving room for new operators. Also, sometimes the big sportsbooks provide opportunities for competitors to move in. BetMGM, one of the largest US-based sportsbooks, only offers bettors located in Washington, D.C. online gaming inside Nationals Park.

With such a large and varied landscape, it’s important for interested sportsbooks like you to pick the right states and localities to launch and expand their operations. Choosing how and where to operate can make or break your sportsbooks’ success rate and companies unfamiliar with the US betting market need access to the right information before going in.

You can use our BPS tool to compare your sportsbook offering against your competitors and be aware of existing gaps.

3. American Sports Betting Market is Segmented

The US sports gaming market is segmented, including being based on platform, type and sport. Some of the market’s aspects are similar to betting action in other parts of the world while others differ. Platforms are online and offline, with the online segment in the US being the most popular. This is likely familiar to non-American sportsbook operators, because the availability and ease of use of smartphones throughout the world makes them one of the easiest ways to place bets. In addition, the growing younger sports betting demographic in the United States, like other countries, is most familiar with the latest technology and uses it wager on games.

American sports betting is divided into different types, ranging from fixed odds wagering, exchange betting, live/in play betting, pari-mutuel wagering and Esports betting. This is something that isn’t drastically different to non-American sportsbooks, although laws in the US vary on the types of bets books can offer potential customers. One area where the American market differs from many other nations is on the sports bettors wager on. American football, especially the NFL, enjoys the largest market share, with 61% of bettors placing wagers on this sport. Pro-basketball is second, with 58% of wagerers betting on NBA events. Major League Baseball comes in third at 53%, followed by boxing (42%), horse racing (35%), NHL ice hockey (32%), stock car racing (28%) and Esports (23%).

You can see the different US sports coverage and eSports data API we have for your sportsbook.

What’s also noteworthy is that Americans are highly mobile, often moving from city to city or state to state. It’s a result of the country’s large population and vast size. Unlike smaller nations where there are just a few urban areas to choose from, Americans can move from one large metropolis to another and often do. This may complicate sportsbooks’ efforts to target certain fanbases as part of their promotional efforts. Some locations with a large number of residents who weren’t born or grew up there don’t necessarily follow the home town teams in football, basketball or other sports. Knowing where certain fans are can help your new sportsbook target niche demographics your competitors might overlook.

Partner with LSports to Navigate the US Sports Market

If your sportsbook wants to dive into the US sports betting market, LSports can help. We provide accurate, professional data, letting your business navigate the unfamiliar and complex world of American sports betting. We can ensure your foray into the US sports gaming market is a successful and profitable undertaking. Contact us to get started.