Back in 2018, the Supreme Court of the United States decided to strike down the ban on sports betting that had prohibited gambling in most states (with a few exceptions) for decades. The decision put gambling law in the hands of state legislators, prompting a rush for legislation to clarify the rules on betting and casino gaming on a state-by-state basis.
The majority of US states have now either clarified laws on betting and gaming (both online and offline) or have bills that are awaiting approval to do so. Some states, such as Utah, remain firm on banning most kinds of betting activity, but there is a multi-billion-dollar marketplace being formed across the country, and some of the big UK and European betting brands are aiming for the biggest slices of that American pie.
There is, of course, a sense of irony. The United States is home to Las Vegas, widely viewed as the epicentre of the gambling world for decades. You would think, therefore, that it would be easy for the huge firms running the mega-casinos of Las Vegas and Atlantic City to expand across the country. To an extent, that’s true.
European brands have a first-mover advantage
However, the Europeans have had the benefit of 30 years of experience in the arena where the real battle lies – online. Online casinos and sportsbooks did exist in the United States before the Supreme Court decision of 2018, but they were limited by state boundaries. The big European brands were honing their product on a global scale, and they now have a first-mover advantage as the United States market opens up. They haven’t had to create new casinos and sportsbooks. They just had to tailor their existing platforms to a US audience.
Betway is one of the best examples of a European brand flexing its muscles stateside. Founded in 2006, Betway is an online casino and sports betting platform with a presence around the globe. It is now listed on the New York Stock Exchange under its holding company, Super Group. You’ll also see its branding as one of the sponsors of the NHL. William Hill and several other European brands have also made inroads into the United States.
European brands have long been planning their entry
Of course, there are American betting brands, and they have a decent slice of the market share. But the machinery behind the Europeans is more comprehensive. They have the advantage of experience, understanding what bettors and gamers want, and how to market that to them. Certainly, there is going to be more brand recognition in the United States for businesses like BetMGM and the Golden Nugget, but the European firms have huge marketing budgets; they have been preparing for this entry into the United States long before the Supreme Court made its decision.
A word, too, on those that provide the backbone of the online betting and gaming sector – the software developers. Mostly, those are of European origin, although several prominent developers have emerged from Israel to serve the European market primarily before expanding globally. These brands – Evolution Gaming, Microgaming, Blueprint, NetEnt, and Playtech – create the online games you’ll find at casinos. You’ll find these software providers dominating the games lists at US online casinos, even those operated by independent American casinos. For balance, we should point out that there is no chance that American brands will not fight for their piece of an industry that will see explosive growth (over 17% CAGR between 2021 and 2026). The betting and gaming sector is not just buoyed by liberalised US laws, but there are innovations ranging from VR to the metaverse to cryptocurrency that could transform the entertainment side of the sector in the coming years. They will look to incorporate these into their platforms, bringing in new customers to experience new styles of betting and gaming.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
