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Optimove Pulse. The iGaming Industry Benchmark Tool
Why it matters:
This iGaming Pulse Report comparison shows whether sports betting revenue performance is being fueled by a growing player base or by existing players alone. Marketers can use these signals to recalibrate acquisition and lifecycle investment by region.
Key takeaways:
This analysis examines key performance indicators in the online gaming sector, comparing the United States market against the global market. The data is based on a 12-month average of 3.2 million active players per month in the US and 21 million globally. The period analyzed spans from April 2025 to April 2026.
The data compares changes in the number of active sports bettors over the past 12 months in the US versus the global market, indexed to a 100% baseline.
The US remained well below baseline throughout most of the period, while global bettors stayed much closer to the 100% mark, moving slightly above or below it across the months. The divergence points to a structural gap in US player base growth that operators have yet to close.
In April 2026, the US improved from 84% in March to 92%, returning to a level consistent with the first half of 2025. Global sports bettors moved in the opposite direction, falling from 104% to 97% and dipping below baseline for the first time since November 2025. While the US is showing momentum, its 12-month trailing average of 81% versus the global average of 101% makes clear that the gap is not yet closed.
See chart below for more detail:
Definition: The Sports Bettors Growth Trend tracks the growth of active sports bettors over the last 12-month period. It uses the first month of the analyzed period as a baseline (100%) and shows the percentage change in the number of active players each subsequent month for both the US and global markets.
See the overall averages below:
| April 2026 | 12-Month Trailing Average | |
| US | 92% | 81% |
| Global | 97% | 101% |
See the three recommendations from Optimove below:
1. Capitalize on the US rebound with targeted acquisition campaigns: The jump from 84% to 92% in a single month is the strongest positive signal the US market has shown since mid-2025. Operators should treat this as a window to accelerate top-of-funnel investment before momentum stalls. Expanding audience targeting, testing new acquisition channels, and front-loading spend during high-engagement periods can help convert this short-term uptick into sustained player base growth.
2. Protect retention as the global market softens: The global market's first dip below baseline since November 2025 is a signal worth watching. Operators with multi-region books should ensure retention programs are active and responsive, particularly in markets where bettor counts may be plateauing. First-to-second bet journeys, 7/14/30-day reactivation flows, and activity-based loyalty triggers are the tools most likely to defend player frequency during softer periods.
3. Use the US trailing average as a planning benchmark, not a ceiling: A 12-month trailing average of 81% reflects a market that has been operating well below its potential for most of the year. Operators should resist anchoring future targets to that figure. With global markets averaging 101% over the same period, the ceiling for what healthy sports bettor growth looks like is well above where the US has been tracking. Planning acquisition and engagement programs against a 95% or higher target keeps teams oriented toward the real opportunity.
The April 2026 iGaming Pulse data shows the US sports betting market gaining ground, but the work is far from done. A single strong month does not erase a 12-month trailing average of 81%, and with global markets showing their own signs of softening, operators cannot afford to wait for conditions to improve on their own.
The operators best positioned heading into the second half of 2026 will be those who treat April's rebound as a starting point, not a destination. That means sustained investment in acquisition to rebuild the player base, and sharp retention programs to protect the value of every bettor already engaged.
For a closer look at the data behind these trends, visit Optimove's iGaming Pulse Report.
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iGaming Pulse: The daily benchmark for iGaming Operators
Roni is a Marketing Research Analyst on Optimove’s Professional Services team.
As part of her role, she analyzes customer data to extract actionable marketing insights for retail and gaming clients. Roni is currently pursuing a degree in Industrial Engineering and Management at Tel Aviv University.
