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Lionel Messi and Inter Miami effect make 2023 most popular MLS season on record
Number of bets on MLS increase 33% compared to 2022; Lionel Messi increases global appeal of MLS to drive betting growth
The arrival of global soccer superstar Lionel Messi to Major League Soccer (MLS) has had an unprecedented impact on the US soccer league’s popularity and betting engagement around the world, according to new data from leading sportsbook provider Kambi, with 2023 becoming the most bet on MLS season ever.
Ahead of the 2023 MLS Cup this weekend, network data from Kambiâs global partner network reveals that the 2023 MLS season witnessed a 33% increase in bets compared to 2022, fuelled by Messiâs mid-season arrival in July at Inter Miami CF which became the most bet on MLS team of the year.
The surge in popularity of Inter Miami, which is co-owned by former England captain David Beckham, saw them jump from the 15th most bet on team in 2022 to the most popular this season, one place above Los Angeles FC which play Columbus Crew in the MLS Cup on Saturday. The number of bets on Inter Miami were 44% higher than those of Los Angeles FC, while Inter Miami were involved in eight of the top 10 games this season.
The arrival of international soccer superstars such as Messi, winner of a record eight Ballon d’Or awards and recently named Time Magazineâs Athlete of the Year for 2023, has also given the MLS a global platform, particularly in Latin America where Kambi has seen strong betting growth in markets including Messiâs home country of Argentina which saw bets increase 135% compared to 2022.
Jonathon Hurst, Kambiâs Head of Soccer, said:Â âThe arrival of Lionel Messi to the MLS has been a landmark moment for the league and itâs looking even more likely he will soon be joined at Inter Miami by former Barcelona teammate Luis Suarez. Messiâs global appeal and star power have captured the attention of fans worldwide, and this has translated into a significant increase in betting engagement on MLS matches.”
Messi is already the most bet on player in the MLS of the last four years, quickly catching up with Zlatan IbrahimoviÄ and Carlos Vela as the most bet on player in the MLS of all time. The number of bets on Messi in 2023 are 140% higher than that of Los Angeles FC winger Denis Bouanga who is in second place.
For additional MLS 2023 season insights, visit Kambiâs News & Insights page
Compliance Updates
IGSA Welcomes Sharp Vision as Silver Member
The International Gaming Standards Association (IGSA) has welcomed Sharp Vision as a new Silver member. Sharp Vision is a leading provider of regulatory turnkey solutions for gaming authorities.
âWe are delighted to be a part of IGSA and we look forward to contributing to the advancement of best practices among regulators in the fast-growing gaming industry,â Damien Raymond, COO of Sharp Vision, said.
âIGSA is very excited to welcome Sharp Vision to our membership. We believe that IGSA Standards can enhance Sharp Visionâs products supporting regulatory authority oversight. We look forward to their participation in IGSA committees,â Mark Pace, President of IGSA, said.
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BigCash Goes Global with Launch in Brazil
BigCash, Indiaâs leading online skill-based real money gaming company, has set its sights on global expansion and aims to offer an unparalleled gaming experience to users worldwide. The global skill-based gaming market is estimated to grow annually at a CAGR of 13.50% and will be valued at USD 106.78 billion, by 2032. Building on its success in India, BigCash is poised to introduce its entertaining games to global audiences, uniquely blending local flavors with its hallmark innovative gameplay.
BigCash started its journey in 2017 and has quickly become playersâ preferred choice, by strategically focusing on launching new games and features regularly and due to its superfast and user-friendly interface. Being a multi-gaming app, it offers a wide range of games tailored for all age groups. With popular Indian card games, like poker, rummy, and call break with regional variations; casual games like ludo, ice blaster, fruit chop, along with fantasy cricket, the platform resonates deeply with the players of Bharat.
Continuing on the mission to take Indian technology global and to reach a wider global gaming audience, BigCash, after months of an in-depth market study, had set its views on expanding its global presence with in-house developed and tailored gaming technology and experience. BigCash presently operates in Brazil, besides India.
One of the key reasons behind BigCashâs entry into the Latin American market is the regionâs immense potential for growth in the gaming sector. Brazil, in particular, has emerged as a hotspot for gaming companies due to its large population, favorable demographics, and a growing middle class with disposable income.
BigCashâs global expansion plans include multiple launches in Latin America, Asia, and Africa over the next 12 months. BigCash plans to offer local and international flavors, customized specifically for each country, with a focus on Responsible Gaming and other trust measures, to ensure a deeper bonding with the players.
Ankur Singh, CEO of BigCash, said: âGoing global has been part of our strategic planning always; with our launch in Brazil, we have just taken the first step. We are aspiring to be present in 8 countries in the next 12 months. The competitive landscape in Latin Americaâs gaming industry presents both opportunities and challenges. BigCash is a perfect fit for the Latin American gaming landscape due to our stronghold on tech, which allows product customizations, easy-to-play online games, a supersafe and fast experience; we are already gaining a lot of organic traction.â
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Michigan Lottery Transitions to 1-800-GAMBLER for Responsible Gaming Support
The Michigan Lottery announced that it will transition to the National Problem Gambling Helpline, 1-800-GAMBLER for responsible gaming support. This aligns the agency with the Michigan Gaming Control Board and other online gaming platforms operating in Michigan in promoting 1-800-GAMBLER. The 1-800-GAMBLER helpline will replace the Michigan Problem Gambling Helpline currently in circulation (1-800-270-7117), although the previous number will remain in operation.
âThe Lottery is committed to providing Michiganders with easy access to resources that support responsible gaming. By transitioning to 1-800-GAMBLER, we are able to ensure that Michigan residents can reach specially trained staff who can provide confidential professional support, local referrals, and resources to those who may have a gambling problem,â said Lottery Commissioner Suzanna Shkreli.
Operated by the National Council on Problem Gambling (NCPG), 1-800-GAMBLER is the worldâs largest problem gambling helpline network by call volume, population served, and geographic area covered. The helpline connects people and families impacted by problem gambling with professional support, local referrals, and resources.
Calls made to 1-800-GAMBLER from Michigan will be routed to the Michigan Department of Health and Human Services. The helpline can also be reached by texting 800GAM or chatting online at 1800gamblerchat.org. Trained contact center staff are available 24/7, 365 days a year to provide support, guidance, and relevant information to anyone seeking help related to problem gambling. Additionally, players or their family members may connect to support resources such as live chat, text, and the helpline number by selecting the links in the footer of the Lotteryâs website.
The Michigan Lottery was the first lottery in the US to achieve the Internet Responsible Gambling Compliance Assessment Program certification through NCPG in October 2015. The NCPG evaluated the Lotteryâs compliance with Internet Responsible Gaming (IRG) standards developed based on best practices from jurisdictions around the world. IRG standards are the highest standards for online responsible gaming in the nation.
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