Marek Suchar, co-founder and managing director of Oddin.gg, a provider of esports betting solutions, outlines why U.S sportsbooks could diversify their revenue and drive long-term growth by integrating personalised and effective esports betting into their sites.
In the U.S., esports betting isn’t a question of if – it’s a question of how fast. With a new generation of bettors demanding more speed, interactivity, and personalization, sportsbooks that build for esports now will define the next era of sports betting.
Long-term growth now relies on real-time engagement, smarter risk management and experiences that can keep even the shortest attention spans engaged. At Oddin.gg, our work with global operators shows how esports can shift from a side offering to a major revenue stream when it’s built with the right data and design.
So, what does it take to get there? It starts with a clearer understanding of the opportunity, the structural barriers that aren’t always visible, and the technologies that can close that gap.
The proposition: A growing market with a different kind of bettor
By the end of 2025, the global esports audience will exceed 640 million and North America remains one of the most engaged regions for both viewers and players. The U.S. alone is home to more than 3,000 professional players, with hundreds of teams competing in domestic and international leagues.
This ecosystem matters because it brings something every operator is looking for: a loyal, fast-growing audience of young bettors. More than half of esports fans (52%) are aged between 18 and 34. They grew up online, they can multitask on different platforms without batting an eye, and they expect real-time interaction as the norm, not the exception.
The U.S. esports betting handle is projected to surpass $850 million by the end of 2025, but the real story lies in how these bettors behave. Based on Oddin.gg’s reporting, the average stake on an esports bet is nearly $34, roughly six times higher than a typical football wager. That’s not an anomaly; it reflects a bettor base that understands the games at a deeper level. They know player metas, patch cycles and team narratives, which translates into greater confidence and frequency of bets.
To serve them effectively, operators need betting products that stay live longer, offer more markets and deliver the fast, intuitive experience they’re used to.
The facts: Fragmented regulation, fast-moving content
The esports demand in the U.S. is clear, but the infrastructure hasn’t caught up.
Esports regulation remains fragmented, with each state defining its own licensing, taxation and compliance standards. Add in publisher-specific tournament rules and evolving legal definitions, and even large operators face costly uncertainty. That patchwork makes it difficult to apply a single approach to data, limits, or liability across markets.
That’s where effective risk management becomes essential. Operators need systems that can manage exposure, maintain consistency across jurisdictions, and still adapt to the fast pace of esports. A single patch update can alter competitive balance overnight; new leagues and events appear constantly; team structures can shift between tournaments. For operators, this creates a constantly moving environment that requires risk management built specifically for it.
At Oddin.gg, our real-time risk management system operates as a continuous feedback loop. Each bet slip is analyzed instantly, with lines adjusted dynamically based on tournament tier, volatility, and market activity. This enables operators to sustain high volume safely, without restricting betting opportunities unnecessarily.
Integrity is non-negotiable in such a volatile market. That’s why Oddin.gg is an active member of both the International Betting Integrity Association (IBIA) and the Esports Integrity Commission (ESIC). Through these partnerships, we contribute to global intelligence sharing, early fraud detection and the development of best practices that keep both bettors and operators protected.
The solution: Building for real-time engagement
To unlock the market’s full potential, U.S. operators – and even lawmakers – need to treat esports as its own category rather than an add-on to existing sports products. Every title, publisher and competition brings different mechanics, data models and engagement patterns. The frameworks that work for football or basketball aren’t enough here.
Operators that succeed will be the ones that prioritize real-time adaptability. That means using AI-driven monitoring, predictive data modeling, and teams who genuinely understand esports.
This is also where innovation matters most. Bettors expect more than static lines; they want personalization and flexibility. Our BetBuilder, for example, allows hundreds of thousands of bet combinations within a single match (across esports and eSimulators), managed live through advanced algorithms. For operators, this translates into longer engagement windows and greater betting frequency; for bettors, it means flexibility and personalization that mirror the fast-paced nature of the games themselves.
Meanwhile, regulation must evolve in parallel. Lawmakers have the chance to build a model that recognizes the unique structure of esports without stifling innovation. Setting standards for real-time betting, transparency, and player welfare will be essential for scaling the market responsibly.
If that balance can be struck, the payoff will be significant. Esports can become a sustainable growth engine for U.S. sportsbooks—a vertical that operates 24/7, attracts younger bettors, and complements traditional sports cycles.
The road ahead
The U.S. is now at an inflection point. The audience exists. The demand is measurable. Operators that move now and partner with true esports experts will set the pace for the market, while others race to catch up.
After seven years building an end-to-end esports betting ecosystem, Oddin.gg’s view is clear: sustainable growth depends on smarter regulation, shared integrity frameworks, and technology that’s built for the realities of digital sport.
Bettors already expect more interactivity, speed, and personalization. Products like BetBuilder show where that evolution is heading: toward dynamic, data-driven experiences that blend flexibility with reliability.
This isn’t a future to wait on. The operators that lead with the right technology partners and integrity standards, won’t just tap into a new market. They’ll help define the future of U.S. sports betting itself.
