The Big Picture
This Optimove Insights analysis examines key performance indicators (KPIs) 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 January 2025 to January 2026. The insights cover player growth, deposit amounts, betting volumes, retention rates, and player activity.
US vs. Global: Sports Bettors Growth Trend
The US market experienced volatility early in 2025, likely tied to major sporting events like the Super Bowl and March Madness; it dropped to 75% in February before soaring to 116% in March. From mid-2025 onward, the number of US sports bettors trended downward, ending the year below the baseline.
The global market, while also experiencing a dip in mid-summer (reaching a low of 90% in June), maintained a much more consistent growth trajectory in the latter half of the year. In the most recent comparison, the US saw a marginal increase from 81% in December to 82% in January 2026, while the global market grew more robustly from 106% to 109%.
See chart below for more details:
Overall Averages:
US: January 2026: 82% of baseline
12-Month Trailing Average: 93% of baseline
Global: January 2026: 109% of baseline
12-Month Trailing Average: 101% of baseline
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 the percentage change in the number of active players each subsequent month for both the US and global markets.
5 Recommendations for Sportsbooks
Below are five strategic recommendations to consider for smart planning according to this data:
- Combat the Post-Event Hangover: The Super Bowl-to-February drop is predictable and severe. Operators should have retention campaigns ready to fire immediately after major events, including personalized offers, free bets, or early March Madness content to keep players engaged during the lull rather than losing them entirely.
- Build Habits, Not Just Event-Driven Spikes: US players are high-value but inconsistent. CRM teams should focus on building daily or weekly engagement rituals, such as daily picks, loyalty streaks, or recurring promotions that give players a reason to come back regardless of what's on the sports calendar.
- Double Down on Summer Reactivation: The data shows US engagement drops in summer when the sports calendar thins out. Operators should invest in casino cross-sell campaigns during this period, introducing sports bettors to casino products to boost retention, and sustain activity and deposits during the slow months.
- Prioritize Retention Over Acquisition: With the US bettor base ending the year below its January baseline, acquiring new players is less urgent than holding onto existing ones. Marketing budgets should shift toward retention and reactivation programs targeting lapsed players, particularly high-value ones, given the outsized average deposit and wager amounts.
- Learn from Global Markets: Global players show stronger retention and more activity days despite lower spend per player. US operators should study what drives that consistency – whether it's product mix, communication cadence, or loyalty structures and adapt those strategies locally.
In Summary
From January 2025 to January 2026, the US sports bettors’ growth trend showed sharp event-driven volatility early in the year and a sustained decline from mid-2025 onward, finishing January 2026 at 82% of baseline. Over the same period, the global market remained steadier and ended stronger at 109% of baseline, signaling healthier momentum heading into 2026.
For a closer look at the data behind these trends, visit Optimove’s iGaming Pulse Report.
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