GeoComply: Data underscores clamor to bet on NFL in unregulated states
Figures compiled by the geolocation firm show “substantial unmet demand for legal sports betting” in seven states yet to legalize the vertical
Geolocation services firm GeoComply has published data showing pent-up demand for legal sports betting in unregulated US states.
The data refers to geolocation checks made by the company in Texas, Nebraska, Alabama, Georgia, Minnesota, South Carolina, and Mississippi.
The figures were collated during the NFL regular season between September 5 2024 and January 5 of this year.
In Texas, for example, GeoComply handled more than 4.5 million geolocation checks in the time period, which represented people attempting to access legal sportsbooks despite the vertical not being regulated there.
There were 333,458 active accounts in the Lone Star State, representing a 56% year-on-year (YOY) increase.
In South Carolina there was a 437% YoY increase in active accounts (365,808), and 7.7 million geolocation checks carried out. GeoComply attributes this as a response to mobile sports betting going live in neighboring North Carolina in March 2024.
Alabama saw a 160% YOY increase in active accounts (171,520), while Georgia’s 297,239 active accounts represented a 102% YOY increase. Both states had 2.9 million and 3.7 million geolocation checks, respectively.
Mississippi generated the most geolocation checks out of any of the seven states with 9.9 million, in addition to a 78% YOY active account increase.
GeoComply carried out 3.4 million checks in Nebraska and 1.3 million in Minnesota, noting a 62% and 60% YOY increase in active accounts in the respective states.
Nebraska was highlighted as a special case where demand for sports betting is so high as thousands of bettors from Omaha crossed the border into Iowa, where sports betting is legal.
GeoComply also raised concerns that the lack of legal betting options in these states is driving players towards illegal options, such as street bookies and offshore sites.
“Without legalization and regulatory oversight, adults in these states are left with no choice but to rely on these unscrupulous operators,” GeoComply said.
“Meanwhile, they miss out on the security, transparency, and responsible gaming tools offered by regulated sportsbooks designed to prioritize consumer protection and fraud prevention.”
The firm also added that lawmakers in these states should pay attention to the siginficant demand for legal sports betting.
“As lawmakers prepare for the 2025 legislative sessions, the data is clear: demand for legal sports betting is undeniable, and the benefits are far-reaching. It’s time to bring the protections and opportunities of a regulated market to states still on the sidelines.”
Sports betting legislation was discussed in the states of Alabama and Mississippi at certain points of 2024, although it came to nothing.
A legal online sports betting bill was proposed in South Carolina in December 2024, with the state’s legislature reopening on January 14.