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WHO IS THE LEGAL U.S. SPORTS BETTOR? PROFILE EMERGES IN PICKSWISE.COM 1ST ANNUAL SURVEY OF U.S. SPORTS BETTORS

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WHO IS THE LEGAL U.S. SPORTS BETTOR?

 

Football (professional and college) is still king but most bettors play multiple sports;

Newer bettors are younger and more diverse as legal sports betting gains traction;

Bettors do their homework, consume more content, hunger for insights and information;

Trust, ease of use drive choice of sportsbooks.  

Not surprisingly, sports bettors in the U.S., predominantly men in their 30s and 40s, love to watch and wager on football, according to a new, comprehensive survey of U.S. sports bettors conducted by Beacon Research for Pickswise.com, a leading U.S. platform for free betting analysis and advice. The inaugural Pickswise.com Annual Sports Bettor Survey included 1,500 self-identified U.S. sports bettors of legal betting age residing in states with legal sports betting.

Football (both professional and college) ranked as the most frequent choice for wagering for most bettors (73%) with basketball as a close second (62%), and baseball, boxing, soccer and horse racing rounding out the second tier. Nearly one-quarter of respondents said they bet daily. Most say their average stake is between $50-$99. The sports bettors also indicate they are avid sports consumers, spending significant time on research and analysis, on pre- and post-game sports news, and watching games themselves.

This unique look into the burgeoning U.S. legal sports bettor revealed a number of behaviors reflecting a high level of investment and participation: most wager weekly, have more than one mobile sportsbook account, bet on several different sports, make use of many bet types, and say they are more likely to watch the games they’ve bet on. And, 97% of those surveyed said they are interested in research and analysis before they wager, with 80% trusting content from outlets that are not directly affiliated with a sports book.

Compared to the general U.S. adult population, U.S. sports bettors primarily skew male, white and affluent. And the survey reveals a new population of sports bettors who are younger and more diverse—both by race and by gender. People of color represent one-third of those who began wagering in the past year, compared to just a quarter of longer-term bettors. Similarly, three-in-ten new bettors are female, compared to 23% of longer-term bettors.

“As legal sports betting continues to expand here, a profile is emerging of highly engaged fans with an appetite for information, analysis and insights to inform their picks,” said Dan Pozner, Spotlight Sports Group’s VP of Content. “Based on the results of this first Pickswise.com Survey, three-quarters say they spend at least an hour each week on research before placing bets. We believe that as the legal betting market continues to grow, so too will the market for quality content that helps bettors, especially new ones, navigate their way through it smartly.”

Among the specific findings, U.S. sports bettors:

  • Wager frequently

    • 70% say they bet at least weekly, and one-quarter bet daily

    • 61% place at least three bets per week, with nearly one-quarter placing five or more

    • 74% have multiple mobile sportsbook accounts; though, just 31% say they shop for the best odds before betting

  • Do their homework

    • 97% are interested in research and analysis

    • Nearly three-quarters spend at least an hour on research each week with 30% spending more than two hours

    • 81% conduct research before betting

    • More than half trust their own research over tips from friends

  • Watch a lot of games

    • 73% say they are more likely to stream or watch a game that they have bet on

    • 50% say they are more likely to watch additional sports news

    • 55% say they are more engaged with fantasy sports

  • Are motivated by the challenge

    • 71% cite “winning money” as a major reason for betting

    • 61% say “for the thrill”

    • 51% cited the “challenge of picking winners”

“Legalized betting is offering fans new opportunities to engage with the sports they enjoy, both before and after kickoff,” said Andrew Schwartz, Director at Beacon Research. “Eight-in-ten spend time researching most of their bets, three-quarters are more likely to watch games they’ve bet on, and half place live bets. As with the fantasy sports boom, we’re seeing the emergence of a more participatory way for fans to consume live sports.”

Respondents said they enjoy most types of bets. Spreads, over-unders, money line and parlays were all cited by more than 75% of those surveyed. The survey found that most bettors played fantasy sports, too, and, not surprisingly, DraftKings and FanDuel are the dominant betting platforms with 57% of respondents saying they have used DraftKings and 50% saying they have used FanDuel. BetMGM, Bet365 and FoxBet round out the top five most used sports books. Respondents said trust and ease of use, especially for financial transactions, were their top factors in choosing a sports book.

The legal sports betting market in the U.S. has boomed since the Supreme Court decision to repeal its prohibition in May 2018. Per the American Gaming Association, sports betting is now legal in 32 U.S. states. Operators are processing wagers in 22 states, with 10 others set to launch in the next few months and there is legislation pending in several others.

Compliance Updates

Gaming CEOs Optimistic on Industry Outlook, Report Evolving Industry Challenges

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Amidst an evolving economic landscape, gaming executives report a positive outlook on future industry business conditions while remaining satisfied with the current business environment, according to the American Gaming Association’s (AGA) Gaming Industry Outlook.

Nearly all gaming executives surveyed characterized the current business environment as good (44%) or satisfactory (50%), mirroring similar sentiment from Q3 2023. Meanwhile, executives are more optimistic about future conditions, with 32 percent of CEOs expecting business conditions to improve over the next six months, up from 20 percent in Q3 2023.

“Gaming’s record-setting growth over the last three years has set a new standard for industry success,” said AGA President and CEO Bill Miller. “However, as we enter a period of market normalization, continued investment and innovation in offering world-class, responsible entertainment experiences will be required to maintain industry momentum.”

Gaming Executive Panel

Gaming executives have become more positive in their views that overall balance sheet health will improve over the next 6 months (42% net positive), but they expect the pace of revenue growth (13% net negative) and new hiring (22% net negative) to slow. These expectations for decelerating growth have influenced expectations for increases in capital investment and gaming units in operation, with smaller net positive sentiments than before.

  • In contrast to past Outlooks, gaming equipment suppliers are slightly pessimistic about the sale of gaming units for replacement use and new or expansion use (both 13% net negative). However, they remain optimistic about the pace of capital investment (38% net positive).
  • Half of operator CEOs expect capital investments in hotels over the next year to be higher than normal, and compared to last fall, more also expect higher than normal levels of capital investment in meetings and conventions and table games (28%). Meanwhile, 44 percent of CEOs expect increases in food and beverage investment, down from 67 percent in Q3 2023.

These expectations are also informed by evolving macroeconomic challenges. Executives report that inflationary or interest rate concerns continue to be a major factor limiting operations (28%), but these have been overtaken by geo-political risk (34%) and uncertainty of the economic environment (34%) as the biggest limiting factors in the most recent Gaming Executive Panel.

Current Conditions Index
The Current Conditions Index of 102.8 for Q1 indicates solid annualized real economic growth in the industry of 2.8%. This includes gaming revenue, employment and employee wages and salaries. Notably, the Current Conditions Index shows gaming expanding faster than the overall U.S. economy which last week reported 1.6 percent GDP growth in Q1 2024.

Future Conditions Index

The Future Conditions Index stands at 102.2, indicating annualized industry economic activity, after controlling for underlying inflation, is expected to moderately increase over the next six months. This outlook reflects Oxford Economics’ forecast that the U.S. economy will slow during 2024 but avoid recession. Despite a projected economic slowdown, consumer survey results continue to indicate that more than one-third of adults expect to visit a casino during the next 12 months, consistent with prior quarter results.

About the Outlook

The AGA Gaming Industry Outlook is prepared biannually by Oxford Economics. It provides a timely measure of recent industry growth and future expectations. The Q1 2024 survey was conducted between March 28 – April 10, 2024. A total of 32 executives responded, including executives at the major international and domestic gaming companies, tribal gaming operators, single-unit casino operators, major gaming equipment suppliers, and major iGaming and/or sports betting operators.

 

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Compliance Updates

Arizona Department of Gaming Releases February Sports Betting Figures

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PHOENIX – Bettors in Arizona wagered approximately $637.5 million on sports in February of 2024, according to a new report by the Arizona Department of Gaming. This represents an approximate 4.6% increase when compared to February of 2023.

The state collected approximately $2.8 million in privilege fees in the month. You can view the full February report on the ADG website: LINK.

 

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Lottery

New Hampshire Lottery Joins Mega Money Jackpots

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Follows multi-state eInstant record jackpot award of $5.8 million

Instant Win Gaming (IWG), a leading supplier of eInstant games to NASPL and WLA-member lotteries, congratulates the New Hampshire Lottery on joining the Company’s multi-state eInstant progressive, Mega Money Jackpots.

The New Hampshire Lottery launched Jackpot Spectacular, its first game in the Mega Money Jackpots linked progressive pool, for players in the Granite State on April 24th. New Hampshire joins Pennsylvania and Virginia in offering Mega Money Jackpots linked games.

Additionally, IWG congratulates the Virginia Lottery along with its Mega Money Jackpots player who won a record-setting $5.8 million prize. The win sets another new U.S. iLottery record for the largest eInstant prize.

Mega Money Jackpots launched in July 2023, and over the past nine months the game has created eight millionaires. Since launch, more than 240 players across the participating lotteries have won Mega and Minor jackpots totaling more than $20 million.

The amount and frequency of these prizes showcases the excitement of IWG’s Mega Money Jackpots. To achieve this, select eInstants from participating lotteries each contribute a small percentage of the sales to fund the two progressive prize tiers, with IWG administering the settlement of jackpot prize monies on a turnkey basis.

The multi-state eInstant progressive jackpot is powered by IWG’s InstantJackpots. Since all functionality is contained within IWG’s InstantRGS (remote game server), no development support is required by a lottery’s iLottery platform provider. Additionally, new lotteries can join the system regardless of their iLottery platform provider.

Charlie McIntyre, Executive Director at New Hampshire Lottery, said: “Our industry has a proud track record of collaborating across state lotteries. We’re excited to join Mega Money Jackpots and to bring the excitement of it outsized prizes to our players. We know that our contribution will further enhance the game for everyone involved, and we look forward to creating some new millionaires here in New Hampshire.”

Rhydian Fisher, CEO at IWG, said: “Kudos to the team at New Hampshire Lottery. By joining Mega Money Jackpots, collectively we can award even more million dollar prizes to lottery players. Not only is the game frequently creating new millionaires, but it has also been a leading catalyst for new player signups. Fingers crossed that some new millionaires will be created in New Hampshire very soon.”

 

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