Optimove Insights: US customer spend outstrips global markets
In this month's column, Optimove looks into the differences between US consumers and their global counterparts across core performance KPIs
The March 2025 report analyzes data from over 3.2 million US players and 21 million global players to benchmark performance across casino and sports betting.
Key Insights:
- US players spend more: US bettors deposited an average of $538 over the past 12 months — 2.6x higher than the global average.
- Casino activity climbs: US casino bettors grew 37% March year-over-year, with average monthly bets reaching $8,511 (6.4x the global average), boosted by state expansions like Rhode Island.
- Sports betting pikes with NFL season: Bettor volume rose 32% in September compared to the baseline. US average monthly sports bet: $1,010 (versus $404 globally).
- Global players are more engaged: Global players are active more days per month (+13%) and retain better (70% versus 65% monthly average).
Conclusion:
While the US market demonstrates higher player spend and betting volume, global markets show stronger engagement and retention. Continued US growth is closely tied to seasonal events and expanding igaming legalization, while future success will depend on improving long-term engagement and retention strategies.
Report metrics:
- Source: Betting trends in US compared to the global benchmark in the trailing 12 months (March 2024-2025)
- Database: A 12-month average of 3,270,596 active players per month in the US and 21,308,702 globally.
Average deposit amount
Key finding: Average deposit amounts greater in the US
In monthly average total deposit amounts, the US consistently outpaces the global average, maintaining values more than twice as high throughout the year.
The US average peaked at $602 in August 2024 and again in March 2025, while the lowest point was $466 in February 2025. The 12-month average was $538.
Global deposit amounts remained relatively stable, fluctuating between $193 and $225, ending at $206 in March 2025.
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of sports and casino players who have made at least one deposit.
Total monthly casino betting amount and umber of casino bettors growth
Key findings: The US has been leading in both betting amount and number of casino bettors’ growth since August 2024
Throughout the period, the US consistently outpaced global averages, with an average of $8,511 per bettor through the period compared to $1,327 globally. US spend ended at $8,536 in March 2025 while the global average stands at $1,329.
In terms of casino bettors’ growth, the US market saw significant spikes, rising from the March 2024 baseline of 100% to 137% by March 2025. Global growth was more moderate, increasing to 116% over the same period. The most notable growth for the US occurred between August 2024 and January 2025, peaking at 142%.
Legalization of online casino in the US has influenced the growth trends among casino bettors, Rhode Island is the most recent state legalized, having launched its igaming in March 2024.
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
Definition of casino bettors growth trend: Calculated by dividing the total number of casino bettors each month by the number of casino bettors in March 2024, which serves as the baseline (100%).
Total monthly sports betting amount and number of sport bettors growth
Key finding: The US consistently outpaced global averages in monthly average sports bet amounts, with a strong seasonality effect observed in the number of sport bettors starting in September, coinciding with the beginning of the NFL season.
Throughout the period, the US consistently outpaced global averages in monthly average sports bet amounts. The US average peaked at $1,166 in March 2024, dipped mid-year, and rebounded to $1,150 by March 2025.
In contrast, the global average remained steady, fluctuating between $362 and $452, and closing at $391 in March 2025.
In terms of the number of sport bettors, the US market experienced a sharp increase starting in September 2024, aligning with the start of the NFL season. Growth surged to 132% in September, peaking at 144% in November, and closing at 112% in March 2025.
Global growth remained more stable, gradually increasing from 100% to 108% over the same period.
Definition of total monthly sport bet amount: The average sport betting amount is the total sum of all sports bets and divided by the number of bettors who have placed in least one sport bet.
Definition of sport bettors growth trend: Calculated by dividing the total number of sport bettors each month by the number of sport bettors in March 2024, which serves as the baseline (100%).
Average number of activity days per active customer
Key finding: Global market consistently maintained a higher engagement level than the US.
- Unlike trends in casino and sports betting, the global market consistently maintained a higher engagement level than the US, with 13% more activity days on average per active customer throughout the period.
- The global average began at 8.71 days in March 2024 and rose slightly to 9.03 days by March 2025, maintaining a relatively stable trend.
- In contrast, the US started at 7.02 days, picked to 8.08 days in March 2025, with a notable low point of 6.82 days in February 2025.
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
Average active retention rate
Key finding: While retention rates between the US and global markets remained close throughout the period, the global rate consistently outperformed the US in most months.
The global average began at 72% in March 2024 and ended at 73% in March 2025, showing stable performance.
Over the period, US average was 65% compared to the global average of 70%.
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
For more insights visit iGaming Pulse.