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The United States sports betting market is on track to more than double in value by 2032, fuelled by the rapid expansion of in-play wagering, virtual sports and continuous technology adoption, according to a new industry forecast.
The Sports Betting Market – Global Forecast 2026–2032 report projects the sector will grow from $92 billion in 2025 to $102 billion in 2026, before reaching $205 billion by 2032. The market is expected to expand at a compound annual growth rate (CAGR) of 12.18 percent over the period.
According to the report, the US market is entering a new phase of accelerated evolution, shaped by innovation, shifting state-level regulation and increasingly digital-first consumer behaviour. Strategic execution backed by data-driven insight is becoming critical as operators compete for sustainable scale.
Scale and structural momentum
The projected trajectory reflects sustained engagement growth and revenue expansion, underpinned by progressive legalisation and high mobile penetration.
The market now encompasses a wide spectrum of betting formats, including money line, point spread, parlays, teasers and totals wagers. Delivery spans retail sportsbooks, web portals, cloud-based platforms and mobile apps, with engagement increasingly concentrated on smartphones.
In-play betting is emerging as the dominant format, while synthetic events, esports and virtual sports are expanding the addressable audience beyond traditional seasonal schedules.
Mainstream sports such as football and basketball continue to anchor revenues, but operators are increasingly diversifying into high-frequency, fast-cycle content.
Payment ecosystems have also broadened, with bank transfers, cards, digital wallets and crypto solutions supporting faster settlement and mobile-first usage.
Event frequency becomes the revenue engine
Chuck Robinson, Chief Revenue Officer at BETER, told SiGMA News that headline growth signals a maturing – not emerging – market.
“This projected surge, driven by a 12.18 percent CAGR, confirms that the U.S. market is entering a more mature phase,” Robinson said. “From our perspective as a global provider, the most scalable revenue driver in this environment is event variety and frequency.”
While online betting continues to dominate discussion, Robinson noted a structural shift toward immediacy.
“There is a clear move toward instant gratification. Fast-paced content such as ESportsBattle operates 24/7 and directly serves always-on next-generation users.”
Unlike traditional sports constrained by seasonal calendars, continuous content fills natural betting gaps – including half-time, off-peak hours and league breaks – sustaining turnover and engagement.
Robinson described in-play wagering as the core growth driver behind the projected $205 billion valuation.
“In-play betting is the engine of this market, and fast-paced events provide the fuel, minimising downtime and maximising GGR.”
The report echoes this, highlighting strong engagement in virtual and in-play formats among younger demographics.
Regulatory fragmentation raises operational stakes
Despite strong revenue momentum, regulatory complexity remains a defining feature of the US landscape.
State-by-state legislation continues to drive compliance divergence, forcing operators to adopt flexible technical and operational frameworks.
Robinson identified three strategic responses:
- Vendor-led compliance, leveraging pre-authorised providers to avoid rebuilding infrastructure for each jurisdiction
- Market-agnostic integration, where core systems remain stable and state-specific requirements are layered modularly
- Integrity as a service, ensuring continuous monitoring and reducing localised compliance overhead
The report also notes that responsible gaming mandates – including self-exclusion tools and real-time behavioural monitoring – are increasingly embedded into platform architecture.
Payments speed tied directly to retention
Payments infrastructure is evolving alongside betting velocity. Modular fintech integrations are enabling faster settlements and more resilient transaction flows.
Robinson linked the rise of alternative payment methods directly to mobile dominance.
“In a world of fast-paced content and instant bet settlement, players expect instant everything. Digital wallets are no longer optional; they are a critical retention tool.”
Settlement latency, he added, has a measurable impact on churn.
However, regulatory compliance remains central as fintech innovation expands.
AI investment shifts from hype to efficiency
Cloud infrastructure, AI and predictive analytics are reshaping backend operations, but Robinson cautioned against overestimating their marketing value.
“The strongest ROI today is in operational efficiency and risk management. AI optimises processes, but it does not solve core business challenges on its own.”
He identified three operational fundamentals:
- Low latency, critical for protecting margins in in-play betting
- Market depth, increasing turnover per event
- 24/7 consistency, particularly through simultaneous fast-cycle formats
AI is also strengthening integrity monitoring, creating scalable oversight models where returns are measurable and repeatable.
Tariffs and cost pressure reshape procurement
Beyond regulation and technology, operators face rising cost pressures tied to trade measures affecting imported hardware, software licensing and data services.
In response, many are reassessing vendor strategies, with nearshoring and local sourcing emerging as mitigation tactics. Some are investing in proprietary technology stacks, while others are adjusting fee structures.
According to the report, these shifts are influencing competitiveness, capital allocation and long-term procurement strategies across the sector.
