Optimove has published a comprehensive report detailing player performance and behavior for casinos and sports betting operators across America.
Using data from more than 3.2 million U.S. players, the New York-based company has identified key player performance and engagement trends for the global gaming industry.
Optimove reports spending habits in the US
The study shows a willingness for U.S. bettors to spend, with players in America depositing an average of $538 over the past 12 months, nearly tripling the global average.
The U.S. showcased its passion for sports betting with the average sports bet amount peaking at $1,166 in March 2024. A year later, that figure dropped to $1,150.
Despite the slight decline, the results were an increase from the global average of $391 in March 2025. The global average ranged between $262 and $452 in the trailing 12 months.
Optimove’s study takes into consideration large wager amounts without recognizing the spending habits of the typical American sports bettor. According to a 2022 study from Odds Assist, the median sports wager amount was $50 with four wagers placed per week. Multiple mainstream media reports indicate there are a small group of high rollers responsible for the majority of handle, inflating the average numbers.
A CivicScience survey of adults aged 21 through 29 found that 26% of its respondents had an average online sports wager size of between 10$ to $25. The survey, which included 994 participants, also found that 17% of respondents spent between $25 to $50 per wager.
The U.S. reported a 132% increase in the number of sports bettors in September 2024 behind the start of the NFL season with a peak growth of 144% last November.
Between September 2024 and March 2025, global growth increased from 100% to 108%.
Comparing the behavior of casino players
Optimove’s report provides context to how the U.S. casino industry compares to other regulated gaming markets across the world. The CRM marketing solutions provider details the spending habits of American bettors compared to players in markets outside the U.S.
Casinos have proved to provide bettors with engagement opportunities. Since August 2024, the U.S. has seen an average betting amount of $8,511 per player. By comparison, the average betting amount of players outside the U.S. reached $1,327 for the same period.
Last month, the U.S. average grew to $8,536 per player with the global average at $1,329. Optimove uses the total sum of all casino bets divided by the number of bettors who have placed at least one wager to determine its total monthly average casino bet amount.
Optimove has attributed the average betting amount and the number of casino bettors to the expansion of iGaming in the U.S. with Rhode Island being the latest legalized market.
In March 2024, Rhode Island welcomed Bally’s Casino as the state’s first licensed iGaming operator making the Ocean State the seventh U.S. jurisdiction to authorize online casinos.
Bally’s secured a 20-year no-bid exclusive deal to offer online gaming in the state via its Twin Rivers Lincoln Casino Resort and Tiverton Casino & Hotel properties.
Optimove’s study also fails to consider large wager amounts by atypical online casino players. According to BetMGM, the average amount of money spent at its casinos can vary between $50 and 100% per visit depending on location and player game preferences.
Player retention and engagement
The report also identifies varying retention trends between the U.S. and other markets.
“While the U.S. market demonstrates higher player spend and betting volume, global markets show stronger engagement and retention,” said Optimove in its report. “Continued U.S. growth is closely tied to seasonal events and expanding iGaming legalization, while future success will depend on improving long-term engagement and retention strategies.”
Regulated markets outside the U.S. reported an average 72% retention rate in March 2024 with that figure increasing to 73% for the same month a year later. Since August 2024, the U.S. has posted an average 65% retention rate compared to a global average of 70%.
The retention rates in the U.S. impact the ability of emerging operators to drive profits.
Last year, Betfred shuttered sports betting operations in six U.S. markets leaving Nevada and Pennsylvania as its only markets for both online and brick-and-mortar operations.
Betway also ceased operations in nine states where it held a wagering license following an “extensive internal review” that determined a long pathway toward profitability in the U.S.
Kindred has also decided to exit the U.S. to cut costs amid a small market share.
Optimove used data from 21 million global players to benchmark performances and compare to player behavior in the U.S. The company identified differences in how players engage with operators depending on regulated access, sports seasons and market growth.
