A new record has been set with 46.6 million US adults (18% of the total population) saying that they are planning to bet on the upcoming NFL season. This is a 3% increase year-on-year, according to the American Gaming Association (AGA).
The NFL kick-off coincides with Responsible Gaming Education Month which seems to spread its message: 92% of US bettors reported awareness of responsible gaming tools. Nine in ten of past-year bettors have said they find it ‘somewhat or very’ important they use a legal, regulated sportsbook.
As legalization spreads, bettors have begun to move away from traditional bookies and toward newly regulated online markets.
The AGA reports that 23 million US adults will place a bet online this season (up 18% from 2021), while 10.6 million will bet in-person at a sportsbook (up 2% year-on-year). Only 13% of NFL bettors will use a bookie, which is down 15% annually and 20% down from 2020.
AGA President and CEO Bill Miller commented: “The sustained interest in NFL wagering reflects the growth and continued maturation of legal sports betting across the country. Consumers clearly want legal sports betting options and understand the regulated industry’s foundational commitments to responsibility.”
Responsible gambling has been at the forefront of sportsbook media messaging, and it seems to have been effective. According to AGA, 51% of consumers saw or heard more responsible gaming information this last year than they had in previous years. Furthermore, 90% recall at least hearing about responsible gaming in the last year.
The Super Bowl LVII will be played in a legal sports betting jurisdiction, Arizona, for the first time ever in February 2023.
