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July Surge Sends Indiana Sportsbooks Past $1 Billion in Lifetime Bets, According to PlayIndiana

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TheLines.com:Prop bets a key feature of Super Bowl betting, but not all our legal in the U.S.

 

Indiana’s retail and online sportsbooks posted their best month since March, as the opening of baseball and the reopening of the NBA season sent betting activity soaring, according to PlayIndiana. Even with just eight days of major sports, sports bettors wagered $70.9 million in July, up 137.9% from the $29.8 million sportsbooks accepted in June and sending the state’s lifetime handle past $1 billion.

Indiana’s sportsbook operators have proven resilient in the face of a pandemic that completely upended the sports betting model, along with so much else,” said Dustin Gouker, lead analyst at PlayIndiana.com. “The industry is closing on a return to a more normal market that has the potential of a huge surge with a full month of baseball, basketball, and hockey and the potential return of football nearing.”

July’s handle, reported Monday, was Indiana’s best since it posted $74.8 million in March. July’s bets produced $6.7 million in adjusted gross revenue, up 127.9% from $2.9 million in May, and yielded $632,554 in tax revenue for the state.

Despite the jump, bets were still off by $90 million from the expectations of an ordinary July, according to PlayIndiana estimates. Since March, Indiana’s sportsbooks have lost out on nearly $700 million in wagers.

The days of subpar months should end in August, though. Assuming a full schedule of baseball, the NBA, and NHL — baseball hit $14.5 million in July bets and basketball another $5.8 million — bettors will have more to draw their interest than in a typical August.

“If the leagues remain healthy, August could help sportsbooks make up some lost ground,” said Jessica Welman, analyst for PlayIndiana.com. “But the industry is not out of the woods yet. College football and the NFL still have challenges to overcome, and a significant loss of the football calendar would be a huge hit to sportsbooks.”

The July rebound pushed lifetime wagers to $1.03 billion since Indiana launched sports betting in October 2019, a milestone that should have been surpassed in spring.

Indiana’s sportsbooks have also tallied $84.9 million in revenue and $8.1 million in tax revenue since launch, putting more milestones in reach by the industry’s first birthday.

“Considering the obstacles Indiana’s sportsbooks have had to navigate, hitting the $1 billion milestone in 10 months is impressive,” Welman said. “If major sports can continue, and football returns, it won’t be long before the state surpasses $2 billion.”

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After generating 98% of June’s bets, the online market accounted for 91.1%, or $64.5 million, of July’s handle. DraftKings/Ameristar Casino topped the online market again with $32.9 million in bets, up from $18.2 million in June. That produced $2.2 million in gross receipts, up from $1.6 million. FanDuel/Blue Chip Casino followed with $24.2 million in bets.

Retail sportsbooks are off to an expectedly slow start after reopening in June, producing a $6.3 million handle in July. Hollywood Lawrenceburg’s $2.7 million handle, up from $323,968 in July, easily led the retail market.

“DraftKings and FanDuel have very noticeably ramped up their battle for online dominance with each pouring millions into advertising campaigns, as sports betting continues to move more online,” Gouker said. “Hollywood Lawrenceburg’s handle is impressive, but as long as the pandemic rages on, in-person betting will be diminished. But operators with robust online products should continue to thrive.”

 

About the PlayUSA.com Network:

The PlayUSA.com Network and its state-focused branches is a leading source for news, analysis, and research related to the market for regulated online gaming in the U.S.

 

SOURCE PlayIndiana.com

Central America

21VIRAL Boosts Latin American Reach Through Strategic Partnership with Virtualsoft

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21VIRAL Boosts Latin American Reach Through Strategic Partnership with Virtualsoft

 

21VIRAL, a leading games aggregator for the Central and Latin American market, has strengthened its expansion by signing an agreement with platform provider Virtualsoft

21VIRAL, a leading games aggregator for the Central and Latin American market, today announced a strategic agreement with prominent platform provider Virtualsoft, significantly strengthening its expansion across the region.

This collaboration will integrate 21VIRAL’s extensive portfolio of games into Virtualsoft’s platform, providing enhanced content options for operators across key Central and Latin American nations. Virtualsoft is a key supplier with a strong presence in markets including Ecuador and Peru, delivering innovative gaming solutions to a diverse range of operators.

Christoph Härtel, CEO of 21VIRAL, commented: “Partnering with Virtualsoft is a pivotal moment for 21VIRAL as we deepen our engagement with one of the world’s most rapidly advancing online gaming markets. Virtualsoft underpins numerous leading brands in the region, and integrating our GameConnector solution will allow swift access to their operational brands. We look forward to working closely with Virtualsoft’s talented team to deliver innovative and revenue driving gaming experiences.”

Alejandro Velez, General Manager at Virtualsoft, stated: “21VIRAL has a strong reputation for seamless integrations and profound expertise in the Latin American gaming market, making them an ideal partner for us. Together, we are streamlining operations and elevating the gaming experience for players, aiming to set new benchmarks for the industry.”

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Compliance Updates

New Initiative from DI Council Aims to Enable Betting on Professional Sports

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New Initiative from DI Council Aims to Enable Betting on Professional Sports

 

The Division I Council introduced a proposal that, if adopted in October, would change sports betting rules to permit student-athletes and staff members to bet on professional sports and refocus the Association’s enforcement efforts on college sports betting and behaviors that directly impact game integrity. If adopted, the change will be implemented only if Divisions II and III also vote to allow betting on pro sports.

The council’s introduction of the proposal, which comes after a directive from the Division I Board of Directors in April that the council adopt changes to sports betting rules, is not an endorsement of sports betting behaviors, especially for college athletes. The NCAA’s prohibition against betting on college sports would remain in place, as would the prohibitions against sharing information about college events with bettors. The NCAA also would continue to maintain its prohibition for NCAA championships  against advertising and sponsorships associated with betting.

“NCAA rules prohibiting sports betting at all levels were written and adopted at a time when sports gambling was largely illegal nationwide,” said Josh Whitman, athletics director at Illinois and chair of the council. “As betting on sports has become more widely accepted across the country, Division I members have determined that further discussion of these sports betting rules is warranted, particularly as it relates to the potential distinctions between betting on professional versus collegiate sports. Throughout our discussions, the council has remained focused on student-athlete wellness and educating student-athletes about the risks and potentially harmful impacts of betting.”

Current NCAA rules do not allow student-athletes or institutional staff to engage in sports betting at any level (professional, college or amateur) for any sports that have NCAA championships, and NCAA members have continually maintained that any betting by a student-athlete on his or her own team or own sport in college should continue to result in a permanent loss of any remaining collegiate eligibility. However, in 2023, Division I changed the reinstatement guidelines for student-athletes who participate in sports betting on professional sports to focus on harm reduction for problematic betting behaviors.

“Deregulating professional sports betting may provide schools an additional opportunity to implement harm-reduction strategies, which can be more effective and have long-term benefits not seen with abstinence-only approaches. Harm-reduction strategies include education, stigma reduction and acknowledging actual behaviors,” said Dr. Deena Casiero, NCAA chief medical officer. “By meeting student-athletes where they are, schools may be more effective at preventing, identifying and supporting student-athletes with problematic gambling behaviors. Regardless of the change, schools are encouraged to use the many sports betting resources already available.”

The recently released Harm Reduction Considerations for Gambling & Sports Betting in Collegiate Sports references available sports betting resources, including the NCAA Mental Health Best Practices. Additionally, more than 100,000 student-athletes, coaches and administrators have been reached through the NCAA’s education efforts with EPIC Global Solutions, and the NCAA has launched an e-learning module to educate student-athletes on problem gambling harms and the integrity risks associated with sports betting.

Several sports betting-related violations by staff members at NCAA schools have been resolved through the infractions process in recent years, and the enforcement staff is working on issuing Notices of Allegations in several ongoing cases that involve allegations of betting on professional and college sports by student-athletes and/or athletics department staff members at a handful of NCAA schools.

The proposed rule change would not be retroactive. If it is adopted, it would apply only to sports betting activities that occur after the effective date of the proposal.

“The enforcement staff’s sports betting-related caseload has significantly increased in recent years, and our staff — including our new sports betting integrity unit — has been effective in detecting and pursuing violations,” said Jon Duncan, NCAA vice president of enforcement.

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The Association prioritizes competition integrity, which is vital to college sports. The NCAA uses a layered strategy to respond responsibly to the rise in sports betting across the United States by monitoring over 22,000 contests per year, advocating for limits on  prop bets that pose heightened risks, reducing the potential for student-athlete abuse by aggrieved bettors, and creating greater transparency to assist with the timely investigation and resolution of integrity-related issues.

This layered approach includes the most recent agreement extension with Genius Sports to establish unprecedented betting restrictions on high-risk proposition bets. Sportsbooks licensing NCAA championship data must cooperate fully with NCAA investigations, including providing access to account data, financial history and geolocation records. This will allow the NCAA to work with the sportsbooks to gather detailed account information when harassers are identified to prevent repeat offenders from continuing to place bets across platforms, increasing safeguards to protect student-athlete mental health and well-being.

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Latest News

Optimove and EveryMatrix Launch Real-Time Integration to Power Smarter Marketing for iGaming Operators

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Optimove, the leader in Positionless Marketing, has announced a new integration with iGaming technology provider EveryMatrix.

EveryMatrix delivers modular and turnkey iGaming software, solutions, content and services across casino, sports betting, payments, and affiliate management to global tier-1 operators as well as newer brands. The integration enables shared operators to activate real-time marketing campaigns based on player behavior.

The collaboration introduces a custom integration allowing joint clients to stream real-time event data from EveryMatrix directly into Optimove. As part of Optimove’s platform, the integration empowers any marketer to launch personalized campaigns in real time, without dependency on technical teams. The result is faster execution, increased engagement, and higher player lifetime value.

“We are confident that with EveryMatrix’s powerful platform solutions, combined with our real-time capabilities, operators can realize a new level of speed and precision in marketing. This reflects the power of Positionless Marketing in action,” said Motti Colman, VP Revenue, Gaming at Optimove. “We’re giving operators the tools to act instantly on player behavior without waiting on analysts, engineers, or manual processes. It’s all about speed, personalization, and removing the bottlenecks that hold marketing teams back,” he concluded.

With the integration now live, operators can leverage Optimove’s real-time capabilities to trigger automated campaigns based on deposits, withdrawals, game behavior, and more. This helps deliver contextually relevant experiences at the exact moment players are most likely to engage.

Immediate marketing benefits iGaming operators can realize include:

  • Welcome offers following a first deposit
  • Instant reactivation messages after session abandonment
  • Real-time loyalty rewards based on gameplay milestones

“This integration adds tremendous value for our operator partners,” said Kevin Furlong, Group CPO, EveryMatrix. “Combining our robust gaming infrastructure with Optimove’s Positionless Marketing platform with its real-time marketing engine allows our clients to deliver deeply personalized player experiences, when they matter most.” 

The launch of real-time with EveryMatrix reflects the growing demand for agility and responsiveness in iGaming marketing. It also underscores the strength of the Optimove-EveryMatrix partnership and their shared commitment to helping operators deliver smarter, more dynamic campaigns.

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