The US iGaming Landscape: A Comparison Between American Markets

-Player trends, top games, demographics, device type, and market growth.

The evolution of online gambling across the Americas highlights two contrasting trajectories shaped by regional maturity and consumer behavior. North America, driven largely by the United States, represents a well-established, high-revenue market. In contrast, South America is gaining momentum as a high-growth region, with Brazil emerging as a key player.

Our team at CasinoRank, has curated a comprehensive analysis that evaluates the market size, player activity, game preferences, and leading providers to assess where the true influence lies in shaping the future of the global gambling industry.

A clear disparity exists between the gambling markets of North and South America. In 2024, North America's online gambling sector generated roughly $25 billion in gross gaming revenue (GGR), with the United States alone accounting for approximately $22–23 billion from sports betting and online casino activity. In contrast, South America's market was significantly smaller at $1–2 billion, yet it is currently experiencing the fastest global growth, with a projected compound annual growth rate (CAGR) of 13.7% from 2023 to 2028.

According to data from Grand View Research, North America represents 20–25% of global online gambling revenue, ranking just behind Western Europe’s leading 36%. While South America's share remains modest, its growth is accelerating rapidly, supported by an increasingly favorable regulatory environment.

The U.S. online gambling audience is broadening each year, but it continues to be led by younger, digitally fluent players. The most active participants typically fall within the 25 to 44 age range, representing a generation that grew up alongside rapid technological evolution. These players are comfortable navigating digital platforms, switching between apps, and exploring various forms of online entertainment—including gambling.

Younger players (ages 25–34) are particularly drawn to fast, mobile-first experiences. They often favor sports betting, esports wagering, and dynamic games like crash or live-action slots. Their preferences reflect a desire for fast-paced, interactive entertainment that can easily fit into busy lifestyles.

Meanwhile, slightly older segments (ages 35–54) show strong interest in traditional casino offerings—such as blackjack, poker, and roulette—often appreciating the strategic depth and slower pace these games offer.

Across all age groups, trust, platform security, and ease of payments remain essential. However, motivations differ—some play for excitement, others for potential profit, and many simply to pass time or socialize online. As the market matures, platforms are increasingly tailoring their offerings to reflect these diverse preferences and player profiles.

South America's online gambling market is experiencing transformative growth, albeit from a smaller base than its northern counterpart. Based on Cognitive Market Research’s data,, the Latin American online gambling market is expected to reach a projected revenue of USD 13.48 billion by 2030, growing at a CAGR of 10.4% from 2024 to 2030.

Brazilian Markets: Rapid Expansion

In 2024, Brazil’s online gambling market is estimated to be worth around USD 9.69 billion, making it one of the largest and most promising in Latin America. The recent legalization and licensing of online sports betting and casinos have significantly expanded opportunities for both local and international operators. Football (soccer) remains the dominant force in the Brazilian betting landscape, with a large portion of the population actively participating in online wagers, reflecting the country's deep-rooted passion for the sport.

Argentinian Markets: High Engagement

Argentina's online gambling market is valued at approximately USD 3.80 billion. The growth of the sector has been largely driven by regulatory changes and the adoption of new technologies that have made digital gaming more accessible and secure. Additionally, there has been a noticeable rise in player participation across the country, with a growing number of platforms offering a wide variety of gaming options to meet diverse consumer preferences.

Colombian Markets: Regulatory Pioneer

Colombia's online gambling market is estimated to be worth around USD 2.01 billion. The country's proactive legislation and well-structured regulatory framework have positioned it as a regional leader in the iGaming space. This forward-thinking approach has not only created a stable and secure environment for operators and players alike but has also attracted significant international investment, further solidifying Colombia’s reputation as a mature and promising market in Latin America.

North America's gambling momentum stems largely from the U.S., following the repeal of PASPA in 2018. By 2024, over 30 U.S. states had legalized sports betting, with seven offering regulated online casino play. This has created a dynamic market generating $14 billion from sports betting and $8 billion from casino activity.

Approximately 54 million Americans engage in online sports betting. Online casino gaming contributes 38% of the U.S. online gaming revenue, showing a balanced vertical profile. Canada also plays a notable role, with Ontario alone generating CAD $1.4 billion and over one million active accounts in its first regulated year.

US Markets: Leading Market

In 2024, the online gambling market in the United States was valued at approximately USD 16.56 billion, reflecting its position as one of the most mature and dynamic markets in the Americas. The rapid growth has been largely driven by the widespread legalization of sports betting across numerous states, along with the continued expansion of online casino offerings. Key trends shaping the industry include the increasing popularity of mobile betting and the rise of in-play wagering, which allows users to place bets in real-time during events. Additionally, the integration of AI technologies is playing a growing role in enhancing both user experiences and platform security, marking a new phase of innovation in the U.S. iGaming sector.

Canadian Markets: Regulated Growth

Canada's online gambling market is projected to reach USD 4.19 billion in 2024, reflecting steady growth fueled by key regulatory changes. The legalization of single-event sports betting in 2021, along with the move by provinces to regulate online gaming platforms, has established a more structured and secure environment for operators and players alike. This regulatory clarity has encouraged market participation and innovation. In addition, Canadians are showing increasing interest in online casino games, poker, and sports betting, with the trend further amplified by the widespread use of mobile devices and the availability of reliable, secure payment options.

Mexican Markets: Emerging Opportunities

Mexico stands out as one of the largest iGaming markets in Latin America, with real-money gaming generating an annual turnover comparable to that of Brazil, exceeding USD 10 billion. The country's strong market performance is fueled by a large and engaged user base, coupled with a deep-rooted cultural affinity for gambling. Despite ongoing regulatory uncertainties, 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.

North America Engagement Rate

North American gamblers are highly engaged. In the U.S., 70% of sports bettors play weekly, 42% place bets multiple times per week, and 25% do so daily. FanDuel alone reported 1 million daily users in March 2024, contributing to an estimated 3 million daily active gamblers across the continent.

According to Env Media, the average U.S. online casino player wagered about $8,500 over 12 months—vastly above the $1,300 global average. :

Top Played Games:

1. Sports betting (NFL, NBA, MLB, college sports)
2. Table games (blackjack, roulette)
3. Online slots
4. Online poker
5. 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:

1. Sports betting (mainly football/soccer)
2. Lottery
3. Online slots
4. Online card games
5. Bingo

Innovative casino games such as crash and fish table games are also gaining traction, especially among younger, mobile-centric users.

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.

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.

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.

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.