Where Is the Market Headed? This landmark decision opened the door for every state to legalize and regulate sports betting as they see fit. Things have heated up quickly since then. As of February , twenty states and the District of Columbia have some form of legal sports betting available. Five others, including the large states of Washington and North Carolina, have authorized legal sports betting but not yet launched their market.
Major markets such as California, Texas, and Ohio remain in the shadows for the time being, while some legal markets such as New York have seen their growth hampered by restricting online betting options. However, even smaller markets are working towards a launch. You can keep up with all the latest legal developments at the state level using our sports betting legalization tracker. Do you anticipate an acceleration in legalization efforts as legislatures look for new revenue streams post-COVID?
Instead, policymakers seem to be motivated by consumers in their states spending money in neighboring states where sports betting is legal. No doubt, the ability of residents to easily wager in nearby states has proven to be a major motivator for state legislatures. The ability of Chicagoland sports fans to place bets online after making the short drive to Indiana undoubtedly accelerated the lifting of in-person account registration requirements across Illinois.
The next big states that will pass authorizing legislation for mobile sports betting will be New York and Ohio. In addition, there is hope that as states authorize sports betting, those same states will quickly appreciate the benefits of also legalizing online poker and online casino. Indiana is one such state already considering adding these two important verticals to its existing sports betting market. Efforts are underway to authorize online sports betting in both New York and Ohio.
Considering the broad public support and bipartisan sponsorship of the bill, the prospect of legal online betting in New York this year seems highly likely. Meanwhile in Ohio, legislators are starving for a piece of the market rapidly expanding throughout the Appalachians and Upper Midwest — four of the five states that border Ohio already offer legal sports betting. Senate Bill failed to pass in , but legislators have promised to consider revised legislation in the coming months.
In terms of major changes to social policy, the expansion of legal sports betting in the United States has occurred at breakneck speed. The evolving views of professional sports leagues and the NCAA is perhaps the strongest example of how the shift in policy has changed perspectives on the role of gaming in the larger sports and entertainment industry. Ifrah: The speed at which states passed authorizing legislation and the speed at which mobile operators got up and running are two surprising developments post-Murphy.
It is truly remarkable and perhaps a testament to the fact that people love sports! People do, in fact, love sports. While everyone loves to make a quick buck, our research suggests that one in four fans bet on sports primarily to feel more involved in the game. Regulators keen to promote responsible gaming should encourage operators and advertisers to focus on the experience of sports betting more than the potential financial upside.
Such an approach looks increasingly likely as more professional and college teams ink marketing deals with sportsbook operators. It appears that barriers to entry have ensured that unprepared, undercapitalized businesses have no place in a well-regulated market. Generally speaking, I would have expected more carnage coming out of such a horrific year.
The resilience of sportsbook operators is one of the most important industry takeaways from Despite the suspension of all sports just as new markets launched in several states, well-funded players like DraftKings, FanDuel, and BetMGM rode the storm off years of cash reserves and intense market speculation around future growth in the industry.
These advantages allowed large firms to continue aggressive market expansion efforts at a time when some analysts expected the industry to be licking its wounds. Of course, regulators also deserve some credit for adapting to these difficult circumstances. In Illinois, Governor J. Keeping fans abreast of live odds, not just pregame lines, is one of many ways to drive up fan engagement in this era.
Gamification is another area several networks and teams have embraced, challenging fans to answer questions or make picks for the games that the networks air for a chance to win money. Gamification can be the most powerful tool to help fans stick around for broadcasts because it promotes the thrill and predictive nature of sports betting without the risk of losing money.
In that way, it allows people to compete in every game even though they may not be able to afford to wager on every game. Sports have always produced a social environment, whether at the park, at the bar or on your couch with close friends. Sports betting has helped connect fans to the game in a new way, and it has helped build a strong community around predicting hundreds of outcomes inside of one contest. Each consumer now finally has the chance to prove what they know and see where they stack up against fellow fans and experts.
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