
Study Period | 2019 - 2030 |
Market Size (2025) | USD 53.78 Billion |
Market Size (2030) | USD 93.31 Billion |
CAGR (2025 - 2030) | 11.65 % |
Fastest Growing Market | North America |
Largest Market | Europe |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
Online Sports Betting Market Analysis
The Online Sports Betting Market size is estimated at USD 53.78 billion in 2025, and is expected to reach USD 93.31 billion by 2030, at a CAGR of 11.65% during the forecast period (2025-2030).
The online sports betting landscape is experiencing significant transformation driven by regulatory reforms and increasing acceptance worldwide. In the United States, according to the American Gaming Association, sports betting was legally permitted in 36 states as of 2023, reflecting growing governmental support for regulated betting markets. This regulatory evolution extends globally, with notable developments like Brazil's parliament passing a bill in September 2023 that allows the government to tax betting and gambling activities at 18%. These regulatory changes are reshaping market dynamics and creating new opportunities for operators while ensuring consumer protection and market stability.
The industry is witnessing a profound shift in consumer behavior and accessibility, supported by robust technological infrastructure. According to the International Telecommunication Union, mobile broadband subscription rates reached significant levels across regions in 2022, with the Americas at 113.3 subscriptions per 100 inhabitants and Europe at 109.7, facilitating easier access to online sports betting platforms. The French market exemplifies this digital transformation, with the Regulatory Authority for Electronic Communications reporting that 92% of the French population had internet access in 2022, creating a fertile ground for the online betting industry operations.
The market is characterized by strategic partnerships and innovative business models that are reshaping competitive dynamics. In September 2023, Betsson strategically entered the French online betting market through a local partnership, while MGM Resorts International launched a responsible gaming campaign across nine National Football League (NFL) stadiums to promote their 'GameSense' program. These developments highlight the industry's focus on responsible gambling practices while expanding market presence through strategic collaborations.
The Australian market provides insights into the growing mainstream acceptance of betting activities, with the Australian Institute of Family Studies' survey revealing that approximately 73% of Australian adults engaged in gambling at least once in the past 12 months as of 2023. This trend is complemented by operators' focus on enhancing user experience through technological innovations, such as L&L Europe's partnership with ClearStake in October 2023 to implement Open Banking technology for personalized spending limits, demonstrating the industry's commitment to responsible gambling while improving service delivery.
Online Sports Betting Market Trends
Advertisement and Promotional Activities Gaining Prominence
Major market players are significantly increasing their advertising and promotional investments to enhance brand presence and attract consumers. This is evidenced by the substantial growth in advertising expenditure, with companies like MGM Resorts International increasing their advertising expenses from USD 121 million in 2021 to USD 235 million in 2022, while Caesars Entertainment's advertising spending grew from USD 518 million to USD 571 million during the same period. The involvement of celebrities in promotional campaigns has become a prominent marketing strategy, as demonstrated by FairPlay's comprehensive "Khel Ja" campaign launched in August 2023, which brought together Olympic athletes like MC Mary Kom and Saina Nehwal, alongside Bollywood stars Kiara Advani and Ranbir Kapoor, to promote their betting platform.
Online betting operators are increasingly focusing on responsible gambling promotion through various initiatives while maintaining aggressive marketing strategies. For instance, in August 2023, MGM Resorts International and BetMGM launched a responsible gaming campaign across nine National Football League (NFL) stadiums to promote their "GameSense" program. Additionally, operators are investing heavily in visually appealing and user-friendly websites, with features like instant play options on mobile devices and voice-activated instructions through virtual assistants like BetConstruct's Hoory voice assistant. These platforms are designed to provide users with a seamless and immersive experience, enticing them to explore various games and betting options while maintaining responsible gaming practices. The integration of sports betting marketing strategies is crucial for enhancing user engagement and retention.
Advancement in Security, Encryption, and Streaming Technology
The continuous advancement in security, encryption, and streaming technology has emerged as a crucial driver for the online sports betting market, ensuring user privacy, secure financial transactions, and high-quality content delivery. The increased availability of broadband internet connections has made it possible to enjoy real-time betting experiences, with significant regional variations in mobile broadband penetration - the Americas leading with 113.3 subscriptions per 100 inhabitants, followed by Europe at 109.7, and the CIS region at 103.3 in 2022. This technological infrastructure is further strengthened by regular auditing from regulatory bodies and independent auditors like eCOGRA, ensuring that online sports betting platforms maintain fair play standards and secure storage of players' deposits.
Blockchain technology has gained significant prominence in sports betting technology for its ability to provide transparency and security in transactions. This was exemplified in July 2023 when BetDEX Exchange, a decentralized sports betting platform, obtained a sports betting license in Ireland, marking a significant step in integrating blockchain technology into the traditional gambling industry. The adoption of biometric authentication methods, such as fingerprint and facial recognition, has also become increasingly common among online betting operators to enhance user security and reduce fraud. These technological advancements, coupled with high-speed internet connectivity - as evidenced by 92% of the French population having internet access in 2022 according to the Regulatory Authority for Electronic Communications - have created a robust foundation for secure and seamless online betting experiences. The use of betting technology is pivotal in ensuring that operators can deliver a secure and engaging platform for users.
Segment Analysis: By Sports Type
Football Segment in Online Sports Betting Market
Football dominates the football betting market, commanding approximately 36% of the total sports betting market share in 2024. This significant market position is attributed to football's status as the most popular sport globally, offering year-round betting opportunities through various leagues, championships, and tournaments. The segment's dominance is reinforced by extensive coverage of major events like the FIFA World Cup and European Championships, which attract massive betting volumes. Online betting operators have capitalized on this popularity by offering diverse betting options, including match outcomes, goal scorers, and in-play betting features, while also engaging in strategic partnerships with football leagues and teams to enhance their market presence.

Tennis Segment in Online Sports Betting Market
The tennis segment is emerging as the fastest-growing category in the online sports betting market, projected to grow at approximately 14% during 2024-2029. This remarkable growth is driven by the sport's year-round calendar of events, including Grand Slams, ATP, and WTA tournaments, providing continuous betting opportunities. The segment's growth is further accelerated by the integration of advanced live streaming technologies and in-play betting options, allowing bettors to place wagers during matches. Tennis betting platforms are increasingly incorporating AI-driven analytics and real-time statistics, enhancing the betting experience and attracting more participants to this segment.
Remaining Segments in Sports Type Segmentation
The online sports betting market encompasses several other significant segments, including basketball betting markets, baseball, horse racing, and various other sports types. Basketball maintains a strong presence with its global appeal through leagues like the NBA and European championships. Horse racing continues to be a traditional favorite among bettors, particularly in regions with a strong racing heritage. Baseball attracts substantial betting activity, especially during major league seasons. The "Other Sports Types" category, including cricket, rugby, and various emerging sports, contributes to market diversification by catering to regional preferences and specialized betting markets, thereby enhancing the overall market dynamics.
Segment Analysis: By End User
Mobile Segment in Online Sports Betting Market
The mobile betting market dominates the online sports betting market, commanding approximately 58% of the total market share in 2024, while also emerging as the fastest-growing segment with a projected growth rate of around 14% during 2024-2029. Mobile sports betting provides players with unprecedented flexibility to participate in games whenever and wherever they desire, making it particularly attractive to casual gamers. The swift technological progress in mobile devices has transformed sports betting into a more engaging and interactive experience. The growing acceptance of cash alternatives, such as virtual money, by an increasing number of vendors has contributed significantly to this segment's expansion. According to recent industry data, operators are actively developing mobile applications to achieve a more extensive consumer base, with many implementing voice-activated instructions and virtual assistants for enhanced user experience. The surge in mobile internet connectivity has been instrumental in supporting operators to stream various events worldwide, enabling real-time betting capabilities through mobile devices.
Desktop Segment in Online Sports Betting Market
The desktop segment continues to maintain its significance in the online sports betting landscape, offering unique advantages that complement the mobile experience. Desktop platforms prioritize research and development efforts to ensure a seamless and visually appealing interface for players, particularly benefiting from larger screen sizes that enhance the overall gaming experience. The segment's strength lies in its ability to provide more comprehensive statistical analysis and detailed information, making it particularly appealing to serious bettors who focus on in-depth research and multiple sportsbook markets statistics. Desktop gaming rooms are increasingly exploring virtual reality (VR) gaming experiences, though this remains in its early stages. The platform also offers more extensive deposit options compared to mobile alternatives, and the integration of data analytics provides personalized gaming experiences, including customized user interfaces, gaming recommendations, and targeted advertising based on specific preferences.
Online Sports Betting Market Geography Segment Analysis
Online Sports Betting Market in North America
North America represents a rapidly evolving online sports betting market, characterized by progressive regulatory frameworks and technological adoption. The United States, Canada, and Mexico form the key markets in this region, with each country showing distinct growth patterns influenced by their respective regulatory environments. The region has embraced technology, including virtual reality, blockchain, and mobile platforms, leading to widespread adoption of these advancements. Software suppliers like Evolution Gaming are increasingly being employed by vendors to enhance consumers' gaming experiences. The market reflects the rising popularity of online gambling and the adoption of digital advancements like mobile apps and blockchain technology, which increase the number of users across the region.

Online Sports Betting Market in the United States
The United States dominates the North American online sports betting market, holding approximately 84% market share in 2024. The country has witnessed substantial growth in legal sports betting, with more states embracing regulatory frameworks. Licensed operators and platforms provide online betting services, enabling individuals to engage in betting using devices such as computers, smartphones, or other internet-enabled devices. Currently, New Jersey stands as the largest market for regulated online sports betting in the United States, with over a dozen legal and licensed online sports betting sites competing for market share. The vast popularity of online betting across various states prompts major players to explore and grow further in these areas.
Online Sports Betting Market Growth in the United States
The United States also leads in terms of growth potential, with a projected CAGR of approximately 19% from 2024 to 2029. This remarkable growth is driven by continuous state-level legalization of online sports betting and increasing consumer adoption. The sports betting industry has embraced technological advancements, leading to enhanced user experiences and broader market reach. The US Supreme Court's decision to permit state regulation of sports betting has sparked this movement, creating a more favorable environment for market expansion. Major operators are constantly developing their offerings to accommodate the increasing demand and expanding geographical presence across different states, contributing to the overall US sports betting market size.
Online Sports Betting Market in Europe
Europe represents a mature and well-regulated online sports betting market, with several key countries contributing to its growth. The region encompasses major markets including Germany, the United Kingdom, Sweden, France, Spain, and Italy, each with its distinct regulatory framework and market characteristics. The private sector provides sports betting in countries like the United Kingdom and is conducted in a competitive market environment. The region's market is characterized by strong technological infrastructure, high internet penetration, and sophisticated consumer preferences for online betting platforms, making it a significant part of the global sports betting market.
Online Sports Betting Market in Germany
Germany emerges as the largest market in Europe, commanding approximately 24% of the regional sports betting market share in 2024. The country's online sports betting landscape has evolved significantly since the implementation of new gambling regulations. A new German gambling regulator, Glücksspielbehörde (GGL), gained enforcement powers and assumed full regulatory authority, providing a more structured framework for operators. The increased penetration of smartphones has led to an increase in several mobile application-based gambling games, with state lotteries and sports betting among the most prominent segments in the German-regulated gambling market.
Online Sports Betting Market Growth in Italy
Italy demonstrates the highest growth potential in the European region, with an expected CAGR of approximately 9% from 2024 to 2029. The Italian market benefits from a well-established regulatory framework and strong consumer engagement in sports betting activities. The country's betting landscape is characterized by a mix of traditional sports betting and innovative digital platforms, catering to evolving consumer preferences. The market has shown particular strength in football betting, alongside other popular sports, supported by advanced mobile betting platforms and sophisticated user interfaces, contributing to the overall European sports betting landscape.
Online Sports Betting Market in Asia-Pacific
The Asia-Pacific region presents a diverse landscape for online sports betting, encompassing both mature and emerging markets. The region is divided primarily between Oceanic countries and other Asian markets, each with distinct regulatory environments and market dynamics. The Oceanic region, particularly Australia, maintains a structured approach to online sports betting regulation, while other Asian markets show varying degrees of market development and regulatory frameworks. The region's growth is driven by increasing internet penetration, rising disposable income, and growing acceptance of online betting platforms, contributing to the international sports betting arena.
Online Sports Betting Market in Rest of the World
The Rest of the World region, comprising South America and the Middle East & Africa, represents an emerging market with significant growth potential. In South America, countries like Colombia have taken the lead in regulating online gambling, while others are gradually developing their regulatory frameworks. The Middle East & Africa region shows varying degrees of market development, with some countries maintaining strict regulations while others embrace more progressive approaches. Within this region, the Middle East & Africa emerges as both the largest market and the fastest-growing segment, driven by increasing internet penetration and evolving consumer preferences in countries like Nigeria and South Africa, contributing to the global sports betting market.
Online Sports Betting Industry Overview
Top Companies in Online Sports Betting Market
The leading sports betting companies in the online sports betting market are spearheaded by prominent firms such as Flutter Entertainment, Bet365, Entain, 888 Holdings, and Super Group. These largest betting companies have established strong global presences through continuous innovation and strategic expansion. These industry leaders are actively investing in technological advancements, particularly in artificial intelligence, blockchain integration, and enhanced mobile platforms to improve user experiences and security measures. Companies are increasingly focusing on personalization services, implementing sophisticated algorithms to analyze user behavior and preferences for tailored betting experiences. Strategic partnerships with sports leagues, teams, and media organizations have become a crucial avenue for market expansion and brand visibility. The industry has witnessed a significant push toward mobile-first approaches, with companies developing comprehensive mobile applications and ensuring cross-platform compatibility to capture the growing smartphone user base.
Dynamic Market Structure Drives Consolidation Trends
The online sports betting landscape exhibits a fragmented structure with a mix of global conglomerates and specialized betting operators competing for market share. Major players are predominantly based in established markets like the United Kingdom and Europe, leveraging their regulatory expertise and technological capabilities to expand into emerging markets. The industry has witnessed significant consolidation through mergers and acquisitions, as exemplified by Flutter Entertainment's acquisition of Stars Group and 888 Holdings' purchase of William Hill's international business, indicating a trend toward market concentration among larger operators.
The market is characterized by increasing vertical integration, with operators developing proprietary technology platforms and expanding their service portfolios to include diverse betting options and gaming content. Regional players maintain strong positions in their respective markets through local partnerships and regulatory compliance, while global operators pursue multi-market strategies through strategic alliances and technology investments. The competitive dynamics are further shaped by the entry of traditional gaming companies and media conglomerates into the online betting space, bringing additional resources and established customer bases to the market. This consolidation is reflected in the sports betting market share by company, with major operators gaining a larger portion of the betting market share.
Innovation and Compliance Drive Future Success
Success in the online sports betting market increasingly depends on operators' ability to balance technological innovation with regulatory compliance across multiple jurisdictions. Companies must invest in robust security measures, responsible gaming features, and customer verification systems while maintaining an engaging user experience. The development of proprietary technology platforms and unique betting products has become crucial for differentiation in a crowded market, with successful operators leveraging data analytics and artificial intelligence to enhance customer engagement and retention.
Market leaders are strengthening their positions through strategic partnerships with sports organizations and media companies, while emerging players focus on niche markets and specialized betting products. The industry faces ongoing challenges from regulatory changes and increased scrutiny of gambling activities, making compliance capabilities a critical success factor. Companies must also address the growing importance of mobile accessibility, social gaming features, and seamless payment solutions to maintain competitiveness. The ability to adapt to evolving consumer preferences, particularly among younger demographics, while maintaining high standards of security and responsible gaming, will be crucial for long-term success in the market. The leaders in sports betting technology are those who can navigate these complexities effectively, ensuring their place among the largest online sports betting companies.
Online Sports Betting Market Leaders
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Entain PLC
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The Stars Group
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888 holdings PLC
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BET 365
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Flutter Entertainment PLC
- *Disclaimer: Major Players sorted in no particular order

Online Sports Betting Market News
- December 2023: Betsson collaborated with Racing Club de Avellaneda for the upcoming 2023/2024 season. Starting May 19, the Swedish brand logo would be featured on the upper back of the men’s and women’s First Division football teams’ shirts for local and international matches.
- September 2023: Betsson was awarded a license to offer online sports betting on the locally regulated market in France. The operations in France would run in collaboration with a local partner. The launch in the country took place during the fourth quarter of 2023 under the Betsson brand.
- March 2023: OpenBet, a multinational company that provides sports betting entertainment, expanded its presence in the United States with a day-one launch in Massachusetts.
Online Sports Betting Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Increasing Popularity of Online Gambling
- 4.1.2 Advancement In Security, Encryption, and Streaming Technology
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4.2 Market Restraints
- 4.2.1 Regulatory Uncertainty And Compliance
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitutes
- 4.3.5 Degree of Competition
5. MARKET SEGMENTATION
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5.1 Sport Type
- 5.1.1 Football
- 5.1.2 Basketball
- 5.1.3 Horse Racing
- 5.1.4 Baseball
- 5.1.5 Tennis
- 5.1.6 Other Sport Types
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5.2 End User
- 5.2.1 Desktop
- 5.2.2 Mobile
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5.3 Geography
- 5.3.1 North America
- 5.3.1.1 United States
- 5.3.1.2 Canada
- 5.3.1.3 Mexico
- 5.3.1.4 Rest of North America
- 5.3.2 Europe
- 5.3.2.1 Spain
- 5.3.2.2 United Kingdom
- 5.3.2.3 Germany
- 5.3.2.4 France
- 5.3.2.5 Italy
- 5.3.2.6 Sweden
- 5.3.2.7 Rest of Europe
- 5.3.3 Asia-Pacific
- 5.3.3.1 Oceanic Countries
- 5.3.3.2 Rest of Asia-Pacific
- 5.3.4 Rest Of The World
- 5.3.4.1 South America
- 5.3.4.2 Middle East & Africa
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 888 holdings PLC
- 6.3.2 Entain PLC
- 6.3.3 BET 365
- 6.3.4 Betsson AB
- 6.3.5 Flutter Entertainment PLC
- 6.3.6 Draftkings Inc.
- 6.3.7 Kindred Group PLC
- 6.3.8 1XBET
- 6.3.9 22BET
- 6.3.10 Sportpesa
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Online Sports Betting Industry Segmentation
Sports betting is predicting sports results and placing a wager on the outcome. The frequency of sports bets varies by culture, with the vast majority placed on football, basketball, horse racing, cricket, and others. The online sports betting market is segmented by sports type, end user, and geography. Based on sports type, the market is segmented into football, basketball, horse racing, baseball, tennis, and other sports types. Based on end users, the market is segmented into desktop and mobile. Moreover, an analysis has been done based on emerging and established regions, including North America, Europe, Asia-Pacific, and the Rest of the World. The market sizing and forecasts have been done for each segment based on value (USD).
Sport Type | Football | ||
Basketball | |||
Horse Racing | |||
Baseball | |||
Tennis | |||
Other Sport Types | |||
End User | Desktop | ||
Mobile | |||
Geography | North America | United States | |
Canada | |||
Mexico | |||
Rest of North America | |||
Europe | Spain | ||
United Kingdom | |||
Germany | |||
France | |||
Italy | |||
Sweden | |||
Rest of Europe | |||
Asia-Pacific | Oceanic Countries | ||
Rest of Asia-Pacific | |||
Rest Of The World | South America | ||
Middle East & Africa |
Online Sports Betting Market Research FAQs
How big is the Online Sports Betting Market?
The Online Sports Betting Market size is expected to reach USD 53.78 billion in 2025 and grow at a CAGR of 11.65% to reach USD 93.31 billion by 2030.
What is the current Online Sports Betting Market size?
In 2025, the Online Sports Betting Market size is expected to reach USD 53.78 billion.
Who are the key players in Online Sports Betting Market?
Entain PLC, The Stars Group, 888 holdings PLC, BET 365 and Flutter Entertainment PLC are the major companies operating in the Online Sports Betting Market.
Which is the fastest growing region in Online Sports Betting Market?
North America is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Online Sports Betting Market?
In 2025, the Europe accounts for the largest market share in Online Sports Betting Market.
What years does this Online Sports Betting Market cover, and what was the market size in 2024?
In 2024, the Online Sports Betting Market size was estimated at USD 47.51 billion. The report covers the Online Sports Betting Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Online Sports Betting Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Online Sports Betting Market Research
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