The US iGaming Landscape: A Comparison Between American Markets
The online gambling scene across the Americas shows two distinct paths. North America, with the United States leading, is a mature, high-income market. Meanwhile, South America is rapidly growing, and Brazil is stepping up as a major player.
Here at CasinoRank, our team has put together a detailed look at market size, player activity, favourite games, and top providers to see who's really steering the future of online gambling.
North America's Gambling Landscape
There's a noticeable difference between North and South America when it comes to gambling markets. In 2024, North America's online gambling sector raked in about $25 billion in gross gaming revenue (GGR). The United States alone contributed around $22–$23 billion from sports betting and online casino games. South America's market, while smaller at $1–$2 billion, is experiencing the fastest growth globally, with predictions suggesting a compound annual growth rate (CAGR) of 13.7% from 2023 to 2028.
According to data from Grand View Research, North America captures 20–25% of worldwide online gambling revenue, just behind Western Europe's leading 36%. Even though South America's share is smaller, its rapid expansion is being boosted by increasingly supportive regulations.
Who's Playing? Player Demographics in the US
The audience for online gambling in the US is growing, but it's still dominated by younger, tech-savvy players. The most active group is typically between 25 and 44 years old, a generation that grew up with fast-paced digital advancements. These players easily navigate online platforms, switch between apps, and explore different digital entertainment options, including gambling.
Younger players (ages 25–34) are particularly attracted to quick, mobile-first experiences. They often prefer sports betting, esports, and fast-paced games like crash or live slots. Their choices highlight a desire for quick, interactive fun that fits into their busy lives.
On the other hand, players in the slightly older brackets (ages 35–54) show a strong interest in classic casino games like blackjack, poker, and roulette. They often appreciate the strategic depth and more relaxed pace these games offer.
Across all age groups, trust, platform security, and easy payments are key. However, the reasons for playing vary—some seek excitement, others aim for potential wins, and many play to pass the time or connect with others online. As the market evolves, platforms are increasingly adapting their offerings to suit these diverse preferences and player types.
Top Gambling Countries in South America
South America's online gambling market is undergoing a massive transformation, even though it started from a smaller base compared to its northern neighbour. According to Cognitive Market Research, the Latin American online gambling market is projected to reach USD 13.48 billion by 2030, with a CAGR of 10.4% between 2024 and 2030.
Brazil: A Fast-Growing Market
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 legalisation and licensing of online sports betting and casinos have opened up significant opportunities for both local and international operators. Football (soccer) remains king in the Brazilian betting scene, with a huge portion of the population actively placing online bets, reflecting the nation's deep love for the sport.
Argentina: High Player Engagement
Argentina's online gambling market is valued at approximately USD 3.80 billion. The sector's growth has been largely driven by regulatory shifts and the adoption of new technologies that have made digital gaming more accessible and secure. There's also been a significant increase in player participation nationwide, with more platforms offering a wide array of gaming options to cater to diverse preferences.
Colombia: A Regulatory Trailblazer
Colombia's online gambling market is estimated to be worth around USD 2.01 billion. The country's forward-thinking legislation and well-structured regulatory framework have positioned it as a regional leader in iGaming. This approach has fostered a stable and secure environment for both operators and players and has attracted substantial international investment, solidifying Colombia's status as a mature and promising Latin American market.
Top Gambling Markets in North America
North America's gambling momentum is largely powered by the US, especially after the PASPA repeal in 2018. By 2024, over 30 US states had legalised sports betting, with seven offering regulated online casino play. This has created a lively market, generating $14 billion from sports betting and $8 billion from casino activities.
Around 54 million Americans engage in online sports betting. Online casino gaming accounts for 38% of the US online gaming revenue, showing a well-rounded sector. Canada also plays a significant role; its regulated market in Ontario alone generated CAD $1.4 billion and attracted over a million active accounts in its first year.
US Markets: The Leading Player
In 2024, the US online gambling market was valued at approximately USD 16.56 billion, confirming its status as one of the most developed and dynamic markets in the Americas. The rapid expansion is largely due to the widespread legalisation of sports betting across many states and the ongoing growth of online casino offerings. Key trends include the rising popularity of mobile betting and live in-play wagering, allowing bets to be placed in real-time during events. Furthermore, the integration of AI is increasingly enhancing user experiences and platform security, marking a new era of innovation in the US iGaming sector.
Canada: Steady Growth Through Regulation
Canada’s online gambling market is expected to reach USD 4.19 billion in 2024, showing steady growth driven by key regulatory changes. The legalisation of single-event sports betting in 2021 and provinces moving to regulate online gaming platforms have created a more structured and secure environment for operators and players. This regulatory clarity has spurred market participation and innovation. Canadians are increasingly interested in online casino games, poker, and sports betting, with mobile device usage and reliable payment options further boosting this trend.
Mexico: Emerging Opportunities in Gaming
Mexico is one of the biggest iGaming markets in Latin America, with real-money gaming generating an annual turnover comparable to Brazil's, exceeding USD 10 billion. The market's strong performance is driven by a large and active user base, combined with a deep-rooted cultural appreciation for gambling. Despite ongoing regulatory uncertainties, the online gambling sector remains resilient and continues to grow, with a significant portion of the adult population actively participating in digital betting and casino platforms.
Most Popular Casino Games in Zambia
How Often Do Zambians Play Online?
In Zambia, while precise statistics mirroring US daily play might not be readily available, the engagement with online gambling is growing. Many players enjoy weekly sessions, especially during major sporting events. The buzz around live sports betting and popular casino games means a good number of Zambians are regular visitors to online platforms, seeking entertainment and the thrill of potentially winning.
The average Zambian online casino player's spending can vary greatly, but the desire for value and fair play is universal. It's important for players to gamble responsibly within their means, unlike the higher averages seen in more established markets like the US.
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.
