The US iGaming Landscape: A Comparison Between American Markets
The online gambling scene across the Americas presents two distinct pictures, shaped by how mature each market is and what players get up to. North America, with the United States leading the charge, is a massive, well-established market raking in serious cash. Meanwhile, the South American market is buzzing with growth, and Brazil is quickly becoming a major hub.
Here at CasinoRank, our team has put together a deep dive into market size, player activity, favourite games, and the top providers to see who's really setting the pace for the future of global gambling. We're looking at what makes the UK's online casino landscape tick.CasinoRank
US Market: A Titan in Online Gambling
There's a clear difference between the North and South American online gambling scenes. In 2024, North America's online gambling sector is set to rake in an estimated $25 billion in gross gaming revenue (GGR), with the United States alone accounting for a colossal $22-23 billion from both sports betting and online casino play. Compare that to South America's market, which is a more modest $1-2 billion, but it's experiencing the fastest growth globally, projected to expand at a compound annual growth rate (CAGR) of 13.7% between 2023 and 2028.
According to data from Grand View Research, North America currently makes up 20-25% of global online gambling revenue, sitting just behind Western Europe's leading 36%. While South America's slice of the pie is smaller, its growth is picking up speed, helped by increasingly friendly regulations.Grand View Research
Who's Playing Online Casinos in the UK?
While the US market is dominated by a broadening audience, the UK's online casino players are a diverse bunch. Younger demographics, aged 18-34, are heavily involved, having grown up with digital technology. They're naturally adept at navigating online platforms and switching between apps, making online gambling a seamless part of their entertainment options.
The younger crowd (18-34) tends to favour fast-paced, mobile-friendly experiences. Think live casino games, slots with rapid spins, and quick-fire betting options. It's all about instant thrills that fit into a busy lifestyle, perfect for a quick flutter on the bus or during a lunch break.
On the other hand, older players (35+) in the UK often appreciate the more traditional casino games like roulette, blackjack, and poker. They might enjoy the tactical element and a more relaxed pace, perhaps from the comfort of their desktop at home.
Across all age groups in the UK, trust, platform security, and ease of payments are paramount. Whether it's the thrill of a potential win, a bit of friendly competition, or just a way to unwind, motivations vary. As the UK market continues to evolve, casinos are increasingly tailoring their offerings to meet these diverse player preferences and ensure a top-notch experience.
Top Online Casino Markets in Europe
While the article focuses on the Americas, it's worth noting that Europe, particularly its Western region, is a dominant force in online gambling. The UK, for instance, is a mature and highly regulated market with a strong player base and a wide array of online casino options. Germany and Sweden also represent significant European markets with distinct regulatory frameworks and player behaviours.
The UK Market: A Leader in Online Gambling
The UK online gambling market is estimated to be worth billions, making it one of the largest and most dynamic in Europe. With a robust regulatory framework overseen by the Gambling Commission, the UK offers a safe and fair environment for players. Slots and live casino games are incredibly popular, alongside traditional table games and sports betting. Football, of course, is a massive area for betting, reflecting the nation's passion for the sport.
The German Market: Evolving Regulations
Germany's online gambling market is substantial, with recent regulatory changes opening up new opportunities. While historically fragmented, the introduction of a nationwide licensing system for sports betting and online casinos has brought greater clarity and security for operators and players. Slots and sports betting are particularly favoured, with ongoing developments in player protection measures.
The Swedish Market: A Regulated Approach
Sweden operates under a regulated online gambling market, ensuring a high level of player protection and fair play. The market offers a variety of online casino games, with slots and sports betting being extremely popular. The Swedish Gambling Authority (Spelinspektionen) ensures strict adherence to regulations, providing a secure environment for informed players.
Key Markets in North America
North America's gambling momentum, particularly in the US, has been significant since PASPA was repealed in 2018. By 2024, over 30 US states now offer sports betting, with seven also featuring regulated online casino play. This has fuelled a dynamic market, generating billions from sports betting and substantial revenue from casino activities.
Millions of Americans now engage in online sports betting, and online casino gaming accounts for a significant portion of the US online gaming revenue, showcasing a well-rounded market. Canada is also a notable player, with Ontario alone generating significant figures in its first regulated year, attracting over a million active accounts.
The United States: A Leading Market
In 2024, the US online gambling market is valued at billions, solidifying its position as one of the most mature and dynamic markets in the Americas. This rapid growth is largely thanks to the widespread legalisation of sports betting across numerous states, coupled with the ongoing expansion of online casino offerings. Key trends include the increasing popularity of mobile betting and live in-play wagers, allowing users to place bets in real-time during events. Additionally, the integration of AI is enhancing user experiences and platform security, pushing innovation in the US iGaming sector.
Canada: Steady Regulated Growth
Canada's online gambling market is projected to reach significant figures in 2024, showing steady growth driven by key regulatory shifts. The legalisation of single-event sports betting and provinces regulating online gaming platforms have established a more structured and secure environment. This clarity has boosted market participation and innovation. Canadians are increasingly keen on online casino games, poker, and sports betting, a trend amplified by mobile device usage and the availability of reliable payment options.
Mexico: Emerging Opportunities
Mexico presents one of the largest iGaming markets in Latin America, with real-money gaming generating substantial annual turnover. The country's strong market performance is fueled by a large and engaged user base, combined with a deep-rooted cultural affinity for gambling. Despite ongoing regulatory nuances, the online gambling sector remains resilient and continues to expand, with a significant portion of the adult population actively participating in digital betting and casino platforms.
Most Popular Online Casino Games
How Often UK Players Bet Online
UK players are frequent visitors to online casinos. A significant percentage play weekly, with many placing bets multiple times per week, and a notable portion playing daily. This high engagement contributes to a bustling online gambling scene across the country.
The average UK online casino player wagers a considerable amount over a year, significantly above the global average. Our platform aims to help you understand these figures and make informed decisions about your own play.:
Top Played Games:
- Sports betting (NFL, NBA, MLB, college sports)
- Table games (blackjack, roulette)
- Online slots
- Online poker
- Lottery
Sports betting accounts for 62% of U.S. revenue, with casino games providing the remaining 38%.
South America Engagement Rates
South American users engage less frequently. In Brazil, 61% of players gamble monthly or less, only 8% daily. 42% spend under 30 minutes per week on iGaming, and 68% under an hour.
Despite this, providers report higher daily player averages in South America. Evolution, for instance, logged 518 average daily players, compared to 146 in North America.
Top Played Games, provided from Env Media data:
- Sports betting (mainly football/soccer)
- Lottery
- Online slots
- Online card games
- Bingo
Innovative casino games such as crash and fish table games are also gaining traction, especially among younger, mobile-centric users.
Devices: Mobile or Desktop?
As online gambling continues to evolve in the U.S., so too does the way players engage with platforms. One of the most defining shifts in recent years has been the rise of mobile gaming, transforming how, when, and where users place bets or play casino games. While desktops once dominated the digital gambling space, mobile devices have firmly taken the lead—driven by convenience, app accessibility, and on-the-go lifestyles.
Key Points:
- 82% of online gamblers primarily use mobile devices (smartphones/tablets)
- 15% use desktop or laptops as their main access point
- 3% switch between both regularly
Despite desktops maintaining a loyal following—especially among older players or those who enjoy a more traditional setup—mobile has redefined the standard. The shift reflects broader digital behavior trends in the U.S., where smartphones have become central to entertainment, commerce, and now, gambling.
Top Software Providers in the USA
The iGaming supplier landscape across the Americas reveals distinct market dynamics between North and South America. While both regions feature key global players, differences in market maturity, regulation, and player preferences have shaped unique competitive environments. North America exhibits a more fragmented supplier base, while South America leans toward greater concentration among top providers. The following sections explore the leading iGaming companies in each region and their roles in shaping the evolving market landscape.
North America: Leading Providers
North America's supplier landscape features greater fragmentation than South America, with a substantial 40.1% market share held by providers outside the top nine. Among identified suppliers, Evolution Gaming leads narrowly with 11.3% market share. This competitive distribution reflects North America's more mature market with established regulatory frameworks that have enabled multiple suppliers to build substantial presences.
Here are the top game providers in North America, according to iGaming Tracker:
- Evolution – 11.3%
- Games Global – 10.9%
- IGT – 10.2%
- Light & Wonder – 7.9%
- Pragmatic Play – 6.9%
- Playtech – 5.1%
Other less-known providers account for 42.8%, reflecting a diverse ecosystem rooted in land-based casino partnerships and strict compliance structures.
South America: Leading Providers
South America's supplier ecosystem shows greater concentration among leading providers, with Pragmatic Play claiming a dominant 20.3% market share. Collectively, the top six providers control 69.4% of the market, compared to 59.9% for North America's top nine. Pragmatic Play's regional leadership reflects its strong focus on Latin American markets and portfolio alignment with local preferences. Playtech's strong second position stems from its established presence in regulated Latin American markets, particularly in Colombia.
Here are the top game providers in South America, according to iGaming Tracker:
- Pragmatic Play – 20.3%
- Playtech – 14.6%
- Games Global – 11.8%
- Evolution – 11.3%
- Play’n GO – 4.0%
- Amusnet – 1.9%
Other less-known providers account for a total of 36.1% of the market.
Key Differences Between North and South America:
According to Cognitive Market Research and Grand View Research, key differences between the continents include:
- Market Size: North America boasts 73 million online gamblers vs. South America’s 8–9 million.
- Daily Actives: 3 million in North America vs. 1 million in South America.
- Vertical Balance: North America shows a 62/38 sports/casino split; South America remains overwhelmingly sports-focused.
- Engagement Patterns: North America has higher frequency and session duration; South America has higher average daily player numbers for certain providers like Evolution.
- Regulation: North America has more mature regulatory frameworks; South America is still building its infrastructure, especially in Brazil.
Takeaways
Although North America currently holds a commanding lead in online gambling—generating over $25 billion in annual revenue and catering to tens of millions of users—South America is quickly closing the gap. Driven by Brazil’s regulatory progress and a mobile-first user base, the region is becoming a hotspot for industry growth.
With a projected CAGR of 13.7% and a rapidly evolving legal landscape, South America is positioned to challenge its northern counterpart in the near future. Both regions are poised to become dominant forces in the iGaming sector, each shaped by distinct market dynamics and cultural influences.
