Gambling in the USA
What the iGaming industry in the US can learn from the UK

There can be no doubt that the iGaming market in the US represents an increasingly lucrative sector, and one that was worth an estimated $1.978 billion at the end of 2020.
What’s more, this is projected to grow at a CAGR of 17.32% between 2021 and 2026, as the sports betting market continues to boom, and more states consider legalising online casino gameplay.
However, this market continues to face significant regulatory and legislative challenges, while it also lacks the maturity of its contemporaries in the west. But what lesson can it learn from the UK?
The Importance of Regulating Advertising
Through 2021, the UK Gambling Commission has made the safeguarding of vulnerable players its core strategic objective, and this has resulted in a number of regulatory measures and recommendations in Europe’s largest market.
Interestingly, this has also compelled individual operators to take proactive steps in this regard, with a number of UK brands agreeing to a blanket, “whistle-whistle” advertising ban across all pre-watershed broadcasts in 2019.
This trend is commonplace throughout Europe, with Italy having banned all gambling advertising back in 2019 and the Spanish authorities unveiling new restrictions aimed at barring operators’ brands from appearing on football team’s shirts going forward.
Such measures should definitely pique the interest of US operators, especially as the nation’s iGaming market continues to grow at a rapid and exponential rate nationwide.
We will touch more on the concept of responsible gambling below, but there’s no doubt that this will become increasingly prevalent as a growing number of citizens are afforded access to sports betting markets and virtual casino verticals.
With this in mind, proactive US operators have a chance to steal a march on their rivals and become ambassadors for responsible gambling in the region, by creating a more considered approach to advertising (especially on mass channels like TV) and being particularly careful about the precise demographics that they target.
Not only could this be crucial to the long-term function and profitability of the marketplace, but it could help operators to avoid the type of backlash that has been in the UK sector over the course of the last three years or so.
Make Responsible Gambling a Key Watchword
Of course, advertising represents just a single element of the responsible gambling landscape and developing a sensible marketing approach means little if this isn’t followed up in other disciplines throughout the business.
So, we would argue that operators and regulators in the US should proactively make responsible gambling a key watchword across the board, with this providing a broad framework in which they build their platforms and commercial offerings.
This is definitely the case in the UK, where operators almost compete to offer the best and most comprehensive responsible gambling tools to help vulnerable players. These are becoming increasingly tech led too, with the resources made available by the William brand Mr. Green best representing this evolution.
For example, this platform has introduced a relatively high-tech system that enables players to analyse their own gambling behaviour and wagering decisions in detail, while measuring this against the site’s own perception of how they play.
Through the use of complicated algorithms, you subsequently gain access to bespoke dataset and are alerted to potentially problematic behaviour ahead of time.
There’s clearly a demand for this type of technology in the burgeoning US market, which is why we’re seeing so many domestic operators merge and collaborate with UK brands. This is definitely fulfilling a gap in the market, while helping to protect players and deliver a responsible gambling experience for all.
Understanding the Role of Comparison Sites
In order to help players identify the best and most reputable iGaming brands, the UK has seen a number of independent comparison sites spring up in recent times.
The established Mybettingsite.uk is one of the best examples of this, as the site provides a comprehensive list of UK casino brands that are ranked according to a diverse range of factors.
These include everything from an operator’s live welcome bonus and licensing information to their approach to responsible gambling, while you can also access authentic user reviews on the same site.
This type of resource helps to create a sense of trust between players and individual casino brands, while enabling customers to make informed decisions about the brands that they partner with.
It should therefore be welcomed by operators, particularly in the online casino niche which is considerably less popular than sports betting stateside.
Gambling in the USA
BMM INNOVATION GROUP SHOWCASES ITS SUPPORT FOR TRIBAL SOVEREIGNTY AT INDIAN GAMING CONFERENCE & EXPO MARCH 31 – APRIL 3 AT SAN DIEGO CONVENTION CENTER

Company to sponsor, attend, and speak at the San Diego, California show.
BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, today announced its sponsorship and participation in the Indian Gaming Association’s (“IGA”) annual IGA Conference & Expo, March 31-April 3 at the San Diego Convention Center.
With over three decades of experience supporting Tribal gaming, BIG will be on-site as sponsors, speakers, and attendees to reinforce the Company’s steadfast commitment to Tribal sovereignty and self-regulation.
Proud Partners in Tribal Progress
The BIG Group’s Chairman, President, and Chief Executive Officer Martin Storm said, “BMM proudly partners with Tribal governments, Tribal casinos, and Tribal gaming equipment and technology suppliers to advance Tribal sovereignty, self-determination, and economic development. We are honored to continue supporting the growth and integrity of Tribal gaming through our trusted product compliance services, world-class training and virtual education, and our cybersecurity solutions to protect Tribal enterprises.”
BMM’s long-standing relationships with Tribal gaming suppliers and regulators are at the heart of its mission. As active members of IGA and other key Tribal organizations, BIG is committed to elevating Tribal voices and ensuring Tribal interests remain at the forefront of industry growth.
BIG Group Shares Thought Leadership on Conference Panels and Trainings
- In addition to sponsoring and attending, the BIG Group’s expert thought leaders will speak and provide in-person training at the conference:
- Tuesday, April 1 at 9 am: Innovation vs. Regulation: Keep Pace with Emerging Gaming Technologies – Sean Mason, Senior Director of Tribal Services
- Tuesday, April 1 at 4 pm: Gaming and Cyber Risk Best Practices – Mitigate Risk and Sleep Better at Night – Heather Lee, Senior Director of Sales for BIG Cyber
- Wednesday, April 2 at 9 am: Level III Commissioner Certification Training – Peter Nikiper, Director of Technical Compliance
Unmatched Expertise in Product Compliance and Certification
As a trusted testing laboratory for Tribal gaming jurisdictions across North America, BMM’s focus is fairness, integrity, and security in every gaming environment. IGA attendees are invited to connect with BMM experts to learn more about the Company’s comprehensive product compliance programs.
Education & Training for Long-Term Success
BIG continues to empower Tribal gaming employees through exclusive education and training programs, including free access to RG24seven Virtual Training. These knowledge-sharing initiatives are designed to support responsible gaming, regulatory compliance, and the long-term sustainability of Tribal gaming operations.
Cybersecurity Solutions Tailored for Tribal Gaming
The BIG Group is focused on bolstering cybersecurity defenses for Tribal enterprises through its BIG Cyber services, which includes penetration testing, vulnerability assessments, PCI:DSS evaluations, and a host of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
Gambling in the USA
Bruce Smith Enterprise and The Cordish Companies Break Ground on New Live! Casino & Hotel in Petersburg, Virginia

Bruce Smith Enterprise and The Cordish Companies celebrated the groundbreaking of the new LIVE! CASINO & HOTEL VIRGINIA in Petersburg. The milestone officially commences construction on a transformative project that will generate billions of dollars in economic benefits and spinoff development, create thousands of new jobs, and set a new standard for gaming, hotels, and entertainment in the Commonwealth. Live! Casino & Hotel Virginia is part of a larger $1.4 billion master plan by the partnership, scheduled to be developed in phases, that will bring a world-class mixed-use resort destination to Petersburg.
Executives from Bruce Smith Enterprise, The Cordish Companies, and Cordish Gaming were joined by Petersburg City Mayor Sam Parham and members of Petersburg City Council, Virginia State Senator Lashrecse Aird, Virginia State Delegate Kim Taylor, and many other business and community leaders at the project site in Petersburg. The development site, ideally located on Brasfield Parkway at the intersection of Wagner Road and Interstate I-95 just 20 miles south of Richmond, will provide easy access on and off the East Coast’s major north-south interstate.
“It has been a source of immense satisfaction and pride to partner in this incredible development. For far too long people have simply driven by the City of Petersburg, but today marks the beginning of a new era in which Petersburg will become a prime destination. This pivotal project will ignite tourism, create jobs, and ultimately deliver on the promise of greater opportunity and upward mobility for local families. As a champion of Petersburg and its residents, I am happily confident that this historic development will uplift, empower, and enrich this community for years to come,” said Bruce Smith, founder of Bruce Smith Enterprise.
Live! Casino & Hotel Virginia is slated to open in 2027. A temporary gaming facility will open by the end of 2025 to immediately begin creating an estimated 500 new jobs, vendor opportunities and economic benefits for the City. In its first 10 years, the project is expected to generate $2.8 billion in economic stimulus to the region; $504 million in tax revenues including $240 million to the City of Petersburg; $802 million in economic benefits during construction; $201 million in annual economic benefits each year after opening; and 7500 new jobs including 6100 during construction and 1400 new permanent jobs.
“Today marks a monumental day for The Cordish Companies as we expand our Live! brand into the Central Virginia region with the development of Live! Casino & Hotel Virginia. Our company is a national leader in successfully developing and managing large-scale urban revitalization projects across the country. Live! Casino & Hotel will be a transformative development that will bring a world-class gaming and entertainment experience to millions of visitors, create significant new jobs, and generate millions of dollars in economic benefits for the community that will provide a beneficial impact for generations. We look forward to making an immediate impact on the region with the construction of a temporary gaming facility that will be operational before the end of 2025, so that we can begin creating jobs, vendor opportunities and economic benefits for the City,” said Zed Smith, Chief Operating Officer for The Cordish Companies.
Gambling in the USA
PENN Entertainment Launches Stand-alone Hollywood Casino App in New Jersey

PENN Entertainment announced that its stand-alone Hollywood Casino app has launched in New Jersey. The new Hollywood Casino platform is available on Android, iOS, and desktop and can also be accessed via the ESPN BET app. Customers can login to Hollywood Casino using their ESPN BET credentials, allowing for a seamless experience across PENN’s online betting and casino platforms.
Ranked by Eilers & Krejcik as the #2 overall iCasino product in the US, Hollywood Casino offers a variety of online slots, table games, and live dealer content, including original titles from PENN Game Studios, the company’s in-house casino game development studio. Hollywood Casino also includes bespoke live dealer tables and exclusive games such as the recently launched Devils Blackjack, an original title leveraging PENN’s partnership with the New Jersey Devils.
“We’re thrilled to introduce our dedicated, casino-first experience to customers across New Jersey. Hollywood Casino delivers a best-in-class experience with an extensive game library, seamless gameplay, and exclusive content from our in-house studio. This launch builds on the strong momentum we’ve gained since introducing our enhanced standalone app in December,” said Aaron LaBerge, Chief Technology Officer of PENN Entertainment.
The stand-alone Hollywood Casino platform debuted in Pennsylvania last December and is also available in Michigan.
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