Hot out the gates

The NFL betting market highlighted its 2022-23 regular-season kickoff with an explosion in participation.

103.1 million distinct areas, a 71.5% year-to-year increase

According to GeoComply’s geolocation data, American gamblers wagered from 103.1 million distinct areas, a 71.5% year-to-year increase. The data was tracked from Thursday night’s opener between the Los Angeles Rams and Buffalo Bills and concluded with Sunday night’s affair between the Dallas Cowboys and Tampa Bay Buccaneers.

The numbers were spurred by legalization movements in different states, although 19 are still absent from the market. More records are certain to roll in as legal battles continue.

Strength of the NFL betting market

Five states legalized sports betting after the conclusion of the last NFL season: Arkansas, Connecticut, Kansas, Louisiana, and New York. All new members contributed to the geo-growth, but in terms of raw power, the Big Apple proved top dog.

Pennsylvania also showed a strong uptick in geolocation participation, with checks increasing to 15.3 million, up 29.7% from last year. Illinois also soared from five million to eight million geolocations, marking a 60% increase.

Anna Sainsbury, chief executive of GeoComply, said the data represented “an unbelievable start to the NFL season.” On top of that, she revealed that the growth of the American market is helping attract customers that previously used unregulated sportsbooks.

Americans are ditching offshore sportsbooks for regulated options in their home states”

“The growth of legal betting suggests that Americans are ditching offshore sportsbooks for regulated options in their home states,” said Sainsbury.

Keeping locals within the fold of the US market is important for two main reasons. First, customers are protected by regulations, and second, states can generate tax revenue used to improve areas such as education funding, transportation rehauls, and public service.

“GeoComply has worked hand in glove with our customers over the offseason to ensure a seamless and, most importantly, safe start to the NFL season,” Sainsbury continued. “Whether it’s confirming location, verifying identities or detecting and thwarting possible fraud, our technology solutions are leading the way to support the regulated online gaming environment.” 

Impact at the state level

GeoComply is a leading authority in the world of geo-tracking. Its data is used by a majority of operators and offers a close estimate of the American market’s composition.

Recently, the American Gaming Association (AGA) estimated that a record 46.6 million adults would place at least one bet on the NFL. It also projected an 18% rise in online wagering.

Many state lawmakers who had to stick their necks out to legalize sports betting will be vindicated by the success of the opening weekend. Furthermore, other states pushing legalization efforts will have ammunition when they go back into session.

Geocomply’s small-scale data could be just as crucial as its nationwide figures. Within the first eight hours after Kansas launched its sports betting market, the company tracked 16,000 unauthorized bets from Missouri. Although the wagers were rejected, the attempts put the state government back under the microscope.

The full strength of the American betting market will be felt after Monday night’s game between the Denver Broncos and Seattle Seahawks— both of which call states with legal sports gambling their home— wraps up. Anti-gambling activists should not hold their breath over low turnout, based on the weekend data.