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Why it matters:
The U.S. iGaming market continues to outspend the global benchmark by a wide margin on both deposits and betting activity, a gap that held steady again this month. At the same time, retention is the one U.S. metric worth watching a little more closely. It's the clearest signal of whether an already-engaged player base is staying active, and it moved slightly against the broader trend in July.
Key takeaways:
Optimove Insights' iGaming Pulse is a recurring benchmark report that tracks player behavior trends across the iGaming and sports betting industry, drawing on data from operators worldwide. This month's snapshot is based on an average of 3.2 million active players in the U.S. and 21 million active players globally.
July was a strong month for scale on both sides of the benchmark. The U.S. deposit amount rose to $838, 7% above its own 12-month trailing average and still several multiples ahead of Global's $208. U.S. casino betting amount ($5,422) and sports betting amount ($1,114) held similarly far ahead of their Global counterparts.
Global casino activity had a standout month of its own. Casino bettor growth jumped from 89% to 110% between June and July, its highest point of the 12-month window. Global's average monthly casino betting amount rose to $1,575, also a 12-month high. The U.S. moved more modestly on this metric, with casino bettor growth easing slightly from 94% to 93%.
U.S. active retention eased to 64% in July, in line with the same month last year, while Global retention held at 73%. That leaves the two benchmarks about 9 points apart, worth keeping an eye on, though activity days (8.6) and sports bettor growth (94%) both sat within 2 points of their trailing averages, underscoring that most of the U.S. market held steady this month.
| US metric | July 2026 | 12-month trailing average | Difference |
| Average Deposit Amount | $838 | $783 | +7% |
| Total Monthly Casino Bet Amount | $5,422 | $5,500 | -1% |
| Casino Bettors Growth Trend | 93% | 94% | -1 percentage point |
| Total Monthly Sport Bet Amount | $1,114 | $1,090 | +2% |
| Sports Bettors Growth Trend | 94% | 92% | +2 percentage points |
| Average Activity Days | 8.6 | 8.6 | In line |
| Active Retention Rate | 64% | 69% | -5 percentage points |
Definition of Total Monthly Sport Bet Amount: The average sport betting amount is the total sum of all sports bets divided by the number of bettors who have placed at least one sports bet.
Definition of Sports Bettors Growth Trend: The growth of the number 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 relative growth or decline from there.
With U.S. deposit amount running 7% ahead of its trailing average and casino/sports betting amounts holding several multiples above Global, this is a good month to lean into offers and journeys that reward already-active high-value players rather than pull back.
Global casino bettor growth's jump to 110% is a standout, but the U.S.'s steadier 93% is well within its normal range. Operators should watch whether Global's pace continues over the next month or two before treating it as a shift worth reacting to.
U.S. retention (64%) is running about 9 points behind Global and matches the same month last year. It's not a red flag on its own, but it's the one metric this month worth pairing with a light-touch win-back push for players who were active in June but didn't return in July.
July's U.S. iGaming Pulse shows deposit and betting activity continuing to outpace the global benchmark by a wide margin, with sports betting and activity days holding steady near their trailing averages. Global casino metrics had a standout month, while U.S. retention eased to a level in line with last July. For U.S. operators, the opportunity this month is to build on deposit and betting strength while keeping a light touch on retention alongside it.
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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.
