Optimove Insights: US NFL regular season bettors surge 260% over three years
In this month's column, Optimove takes a closer look at the behaviour of US sports bettors compared with the global average
Optimove Insights’ latest iGaming Pulse analysis reveals a significant and sustained increase in the number of daily sports bettors in the US over the past three NFL seasons. Using 2022-2023 as the baseline (100%), the data highlights a steady upward trajectory, with bettor participation doubling in 2023-2024 and continuing to climb in 2024-2025.
- Regular season: +100% in 2023-2024 compared to the baseline, surging to 260% in 2024-2025.
- Playoffs: +88% in 2023-2024 compared to the baseline, reaching 223% in 2024-2025.
- Super Bowl: +105% in 2023-2024 compared to the baseline, climbing to 242% in 2024-2025.
The data confirms growing engagement at every stage of the NFL season, presenting a huge opportunity for operators to strategically capture and retain this expanding audience. With bettor participation rising year over year, personalized marketing, retention strategies, and AI-driven engagement will be key to maximizing long-term growth.
US daily sports betting amounts 3.6x higher than global average
The US continues to lead in daily sports betting amounts, consistently surpassing the global average. From February to August 2024, the average daily wager in the US was 3.6 times higher than the global figure.
However, starting in September 2024, the gap began to narrow, reaching 2.7 times the global average by February 2025 — a shift likely influenced by an influx of new bettors, who tend to place smaller wagers. Despite this decline, the US remains the dominant market, significantly outpacing global betting volumes.
US new player deposit conversions 18% higher than global average
The US continues to outperform the global market in new player deposit conversions, consistently achieving higher rates than the global average. Conversion — defined as the percentage of newly registered players who make their first deposit within the same month — averaged 40% in the US, compared to 34% globally, an 18% advantage.
This momentum has accelerated in recent months, with US conversion rates climbing to 46% and 47% in January and February respectively, demonstrating a strong and growing ability to turn sign-ups into depositing bettors.
For more insights visit iGaming Pulse.