Online Sports Betting Market Size & Share Analysis - Growth Trends And Forecast (2026 - 2031)

Global Online Sports Betting Market Trends and Insights

Increased smartphone penetration and mobile betting apps enable anytime access

In 2024, 71% of the global population had access to smartphones, according to the Global System for Mobile Communications Association ^{[1]Source: Global System for Mobile Communications Association, "The Mobile Economy 2025", gsma.com}. This widespread smartphone adoption has significantly enhanced the convenience of online betting. Mobile betting apps now feature geolocation verification, biometric authentication, and push notifications for live events, enabling users to place bets in less than 10 seconds. Flutter Entertainment's FanDuel app introduced a single-tap bet-slip feature in 2024, simplifying parlay construction and driving a 22% year-over-year increase in mobile betting during the NFL season. Additionally, DraftKings' 2025 app update incorporated augmented-reality overlays for player-prop visualization, demonstrating how operators are integrating immersive content into core betting functions to increase user engagement. However, regulatory frameworks like the UK Gambling Commission's remote operating license require real-time age verification and session-time alerts. These regulations create technical challenges for smaller operators, leading to a consolidation of market share among larger, well-funded companies.

Technological advancements in live betting

In 2025, live or in-play betting represented 62.35% of the betting market share. This growth was driven by advancements in low-latency streaming infrastructure and the increasing popularity of micro-betting products. These products allow wagers on highly specific outcomes, such as the next pitch, serve, or possession. Operators leverage proprietary odds engines that recalculate probabilities every 200 to 500 milliseconds. This capability relies on edge-computing architecture and direct data feeds from sports leagues. In 2024, the National Basketball Association partnered with FanDuel, providing access to real-time player-tracking data. This partnership enabled innovative bet types like "next player to score" and "total points in the next 2 minutes," which recorded higher average frequencies compared to traditional full-game wagers. Furthermore, same-game parlays, which combine multiple correlated outcomes within a single contest, gained popularity. Cash-out features, which allow bettors to settle wagers before an event concludes, appeal to risk-averse segments. However, operators carefully price these exits to protect their margins, balancing user experience with profitability.

Rising popularity of global sports events and esports attracts diverse demographics

Tennis is anticipated to grow at a 13.83% CAGR through 2031, making it the fastest-growing sport. This growth is driven by Grand Slam tournaments, which span multiple time zones and provide continuous in-play betting opportunities over their 14-day duration. In 2024 and 2025, the ATP and WTA established partnerships with betting operators, embedding official data feeds into platforms. This integration reduced latency and expanded the variety of bet types, particularly for point-by-point wagering. Esports betting, which includes popular titles like League of Legends, Dota 2, and Counter-Strike 2, has attracted a younger audience, primarily aged 18 to 34. This group demonstrates higher engagement with mobile apps and a greater tolerance for volatile odds. FIFA World Cup cycles create significant demand spikes, which operators leverage for customer acquisition. The 2026 tournament in North America is expected to drive a surge in new account registrations in the month leading up to the event. According to the American Gaming Association (AGA), Americans legally wagered over USD 147 billion on sports in 2024, marking a 23% increase from 2023 ^{[2]Source: American Gaming Association, “Commercial Gaming Revenue Tracker,” americangaming.org}. This growth highlights the market's momentum and the impact of global events and promotional strategies.

Data analytics and personalization benefitting betting experience

Operators utilize artificial intelligence and machine learning to segment users by risk profiles, betting patterns, and sports preferences. This approach enables the delivery of customized odds boosts and content recommendations, driving higher conversion rates compared to generic promotions. In 2024, Entain strengthened its capabilities by acquiring Angstrom Sports, a sports-data analytics firm. This acquisition improved live-odds accuracy and reduced vulnerability to sharp bettors exploiting pricing inefficiencies. AI-powered responsible gambling tools, such as Mindway AI's behavioral-tracking algorithms, gained traction among European operators in 2025. These tools detect at-risk users by analyzing anomalies in session durations and stake-size increases, triggering automated measures like deposit-limit notifications and self-exclusion options. To comply with the UK Gambling Commission's 2025 mandate for stricter affordability checks, operators are now required to implement open-banking APIs. These APIs enable real-time evaluations of disposable income, increasing compliance costs but significantly lowering regulatory risks and potential fines.

Regulatory uncertainty and compliance cost

Operators functioning across more than 10 jurisdictions face significant compliance costs due to fragmented regulatory frameworks. These costs include licensing fees, implementing technical solutions for geolocation and age verification, and securing legal counsel to navigate varying advertising restrictions. In 2024, the UK introduced a "whistle-to-whistle" advertising ban, which prohibits betting promotions during live sports broadcasts before 9 PM. This regulation has forced operators to reallocate their marketing budgets, focusing more on digital channels and partnerships with influencers to maintain visibility and customer engagement. Similarly, Italy enacted a comprehensive advertising ban on gambling services in 2025, which eliminated promotional opportunities across television, radio, and online display ads. As a result, operators have been compelled to rely on organic search strategies and affiliate networks, despite these methods being less effective in acquiring new customers. In the United States, state-level tax rates on gross gaming revenue vary widely, creating significant profitability challenges. For instance, Nevada imposes a relatively low tax rate of 6.75%, while New York enforces a much higher rate of 51% ^{[3]Source: Tax Foundation, "Sports Betting Tax Revenue", taxfoundation.org}. These stark differences in tax structures directly impact operators' decisions regarding market entry and the allocation of capital resources.

Growing concerns about gambling addiction

Public awareness of gambling-related harms has significantly increased due to high-profile incidents and academic research that link the accessibility of online betting to a growing prevalence of problem gambling among individuals aged 18 to 24. In response, Australia launched the BetStop register in 2024, which is managed by ACMA. This initiative allows users to self-exclude from all licensed gambling operators through a single, centralized portal. Previously, users faced the inconvenience of registering separately on each platform, which highlighted a lack of coordination in addressing gambling-related issues. Now, operators are under greater scrutiny, facing reputational risks and potential license revocation if they fail to implement robust harm-prevention measures. For instance, in 2024, the UK Gambling Commission imposed a fine on Betfred for failing to meet social responsibility and anti-money laundering standards. Technological tools such as deposit limits, session timers, and reality checks have become standard practices in the industry. However, the effectiveness of these measures largely depends on user compliance and the rigor with which operators enforce them. This dynamic underscores an ongoing tension between the industry's pursuit of revenue growth and its obligation to prioritize consumer protection and duty-of-care responsibilities.

Segment Analysis

By Sports Type: Tennis Surges on In-Play Betting Dynamics

In 2025, football accounted for 35.27% of the market share, driven by global leagues such as the English Premier League, La Liga, and Serie A. These leagues provide a consistent betting inventory throughout the year and appeal to both casual and professional bettors. Tennis, supported by its Grand Slam tournaments, is expected to grow at a 13.83% CAGR through 2031, the highest among sports types. These tournaments enable continuous in-play betting across multiple matches and time zones, helping operators sustain liquidity and user engagement during their 14-day durations. Basketball's high-scoring games and frequent lead changes keep live betting interest strong. On the other hand, horse racing, despite its established customer base, faces challenges from declining track attendance and increasing competition from other sports. Baseball's slower pace has traditionally limited its appeal for in-play betting compared to football and basketball. However, in 2025, several US operators introduced pitch-by-pitch prop bets to enhance engagement. Other sports, including esports, cricket, and mixed martial arts, are gaining traction as operators expand their content offerings to cater to niche audiences and regional preferences.

Esports betting, featuring games like League of Legends, Dota 2, and Counter-Strike 2, has attracted a younger demographic, primarily aged 18 to 34. This group demonstrates higher engagement with mobile apps and a greater tolerance for fluctuating odds. The regulatory environment for esports betting remains underdeveloped, with some jurisdictions categorizing it as skill-based gaming rather than traditional sports wagering. This creates compliance challenges, leading operators to adopt cautious market-entry strategies. Cricket betting dominates in South Asia, but regulatory restrictions in India and Pakistan often drive activity to unlicensed offshore platforms, limiting the market potential for licensed operators.

Note: Segment shares of all individual segments available upon report purchase

By End User: Desktop Resilience Defies Mobile-First Narratives

Despite widespread assumptions favoring mobile dominance, desktop platforms captured 55.75% of the end-user share in 2025. This trend can be attributed to professional bettors favoring multi-screen analytics, larger displays for live events, and the efficiency of keyboard-based bet-slip construction, which hastens complex parlay assembly. Meanwhile, mobile platforms are set to expand at a 13.75% CAGR through 2031. This growth is fueled by rising smartphone penetration in North America and Europe, app-based geolocation verification meeting regulatory standards, and push notifications that boost engagement during live events. A testament to the industry's evolution, DraftKings integrated augmented-reality overlays for player-prop visualization in its 2025 app update, showcasing operators' efforts to blend immersive content with core wagering functions to prolong user sessions.

While desktops maintain a significant share, the user base is clearly divided: casual mobile bettors typically place small-stake wagers on single outcomes, whereas sophisticated desktop users employ statistical models, monitor multiple live events, and execute arbitrage strategies across different operators. To cater to both segments, operators ensure feature parity across platforms. However, they customize user interfaces based on device interactions—mobile platforms lean towards swipe gestures and one-handed navigation, while desktops focus on information density and multi-window workflows. Regulatory bodies, like the UK Gambling Commission, enforce compliance measures such as real-time age verification and session-time alerts on both desktop and mobile platforms. These requirements introduce technical challenges, especially for smaller operators, leading to a consolidation of market share among larger, well-capitalized incumbents.

By Betting Type: Live Wagering Dominates Through Micro-Betting Innovation

Live or in-play betting, which accounted for 62.35% of the betting-type share in 2025, is set to maintain a robust 13.62% CAGR through 2031. This growth is bolstered by advancements in low-latency streaming infrastructure and the rise of micro-betting products, enabling wagers on outcomes as specific as the next pitch, serve, or possession. Meanwhile, pre-match or fixed-odds betting, while still holding a dedicated customer base that appreciates research-driven handicapping and the advantage of locking in favorable lines days ahead of kickoff, is witnessing a slower growth. This is largely because operators are increasingly focusing on live-betting features, which offer a higher frequency of bets and greater handling per user. To stay competitive, operators utilize proprietary odds engines that recalibrate probabilities every 200 to 500 milliseconds. Achieving this rapid recalibration demands an edge-computing architecture and direct data feeds sourced from sports leagues.

Same-game parlays allow bettors to bundle multiple correlated outcomes from a single contest. Additionally, cash-out features enable bettors to settle their wagers before an event concludes, appealing to those with a risk-averse mindset. However, operators strategically price these cash-out options to maintain their profit margins, creating a delicate balance between enhancing user experience and ensuring profitability. Bet builders empower users to craft custom parlays from a selection of prop bets. These builders utilize AI-driven correlation models for precise pricing of multi-leg wagers. This technical feat, however, is often outsourced by smaller operators to third-party risk-management experts like Kambi Group. Live-streaming integration in betting apps, a feature initially introduced by Bet365 and now adopted by leading operators, minimizes the need for users to switch between platforms. This not only boosts session duration but also amplifies bet frequency.

Geography Analysis

Europe accounted for 50.17% of the geographic share in 2025, supported by well-established regulatory frameworks in countries such as the UK, Germany, France, Spain, and Sweden. These frameworks effectively balance consumer protection with fiscal revenue generation. The UK Gambling Commission's 2025 National Strategy emphasized this shift by requiring stricter affordability checks and expanding the GAMSTOP self-exclusion register. These measures highlight a focus on harm prevention, pushing operators to integrate them into platform designs. In the same year, Italy implemented a comprehensive advertising ban, prohibiting television, radio, and online display ads. This change forced operators to depend on organic search and affiliate networks, which are less efficient for customer acquisition. Spain's Dirección General de Ordenación del Juego enforces strict advertising restrictions, including limited advertising windows and a ban on celebrity endorsements. However, the market remains appealing due to strong football engagement and a growing population.

North America is experiencing rapid growth, with a 13.94% CAGR projected through 2031, the highest among all regions. This growth follows the introduction of licensing regimes across jurisdictions from Ohio to Massachusetts between 2023 and 2025, which unlocked pent-up demand and intensified competition among operators. New York imposes the nation's highest tax rate on gross gaming revenue at 51%, creating challenges for operators. Companies like DraftKings and FanDuel reported reduced margins, which limited their promotional activities and market expansion efforts. In Mexico, the regulatory framework remains fragmented, with federal oversight by the Dirección General de Juegos y Sorteos coexisting with state-level licensing. This complexity in compliance discourages some international operators.

In the Asia-Pacific region, market dynamics vary significantly. Oceanic countries, particularly Australia, dominate the regulated market due to established licensing systems and a high propensity for betting. Australia's BetStop, a national self-exclusion register launched in 2024 and managed by the Australian Communications and Media Authority, exemplifies efforts to standardize consumer protections across the country's fragmented state systems. In South America, Brazil and Argentina, the region's largest markets, are working to formalize their regulatory frameworks. Brazil enacted its sports-betting law in 2024, with licensing expected to begin in 2025. This development presents a short-term opportunity for operators willing to navigate the associated political and fiscal uncertainties. The Middle East and Africa remain largely unregulated, with South Africa serving as the primary licensed market. However, a significant portion of activity occurs through unlicensed offshore platforms, driven by limited enforcement capabilities and consumer preference for cryptocurrency transactions that bypass capital controls.