Yearly growth chart for sports betting in US states, including handle, revenue, and growth metrics

In 2023, 62 percent of sports betting handle in Oceania came from bets on soccer. This was a higher share than any other continent. On the other end of the scale, soccer bets only made up seven percent of the sports betting handle in North America.

Yearly and monthly growth charts for sports betting in North Carolina , including handle, revenue, and growth metrics

Yearly and monthly growth charts for sports betting in Connecticut , including handle, revenue, and growth metrics

According to a January 2024 survey, ** percent of sports bettors in the United States were male. Sports betting has been allowed in certain states in the U.S. since the federal ban was lifted by the Supreme Court in May 2018.

Yearly and monthly growth charts for sports betting in South Dakota , including handle, revenue, and growth metrics

The NCAA Division I Basketball Tournament, also known as March Madness, is an annual knockout tournament between the best college basketball teams in the United States. While some fans enjoy just watching the games, others also choose to bet on them with the potential to earn money or goods. In 2025, it was estimated that 3.1 billion U.S. dollars would be bet on March Madness in the U.S., showing a margnial increase when compared to the previous year's estimate. However, it remained way below the figure recorded in 2023.

In July 2023, a survey was conducted to determine the share of sports bettors in the United States that place bets online vs. in person. The majority of respondents, almost two-thirds, stated that they preferred to place bets online or via mobile. Comparatively, 25.4 percent of survey participants said that they liked placing bets in-person.

Yearly and monthly growth charts for sports betting in Massachusetts , including handle, revenue, and growth metrics

The UNITY Odds Feed API – Historical Data Access offers a rich dataset of sports betting odds, covering a global array of leagues and events. This API enables users to retrieve detailed historical odds for both pre-match and live/in-play markets. It includes specific betting metrics such as Asian Handicap, Totals (Over/Under), Corners, and Cards, with data sourced from numerous major Asian sportsbooks and exchanges.

This historical feed is particularly well-suited for:

Data scientists and analysts building predictive models

Sportsbooks improving odds-making strategies

Media platforms generating betting insights

Researchers analyzing market efficiency and odds movement

Key Features: Pre-match and In-play Odds: Track how betting lines moved before and during events.

Multi-Sport Coverage: Includes football (soccer), basketball, and tennis—spanning top leagues like the Premier League, NBA, and Grand Slam tournaments.

Market Breadth: Extensive odds data for niche markets such as corners and cards.

Bookmaker Diversity: Historical odds from a wide range of Asian bookmakers and betting exchanges with low spreads and back/lay functionality.

Structured & Filterable: Access raw or formatted data by sport, league, event, or market.

This API delivers the tools needed to extract meaningful insights from betting markets—whether you're building advanced algorithms, enhancing app features, or deep-diving into betting behavior trends.

Yearly and monthly growth charts for sports betting in Arizona , including handle, revenue, and growth metrics

Yearly and monthly growth charts for sports betting in Rhode Island , including handle, revenue, and growth metrics

Yearly and monthly growth charts for sports betting in Kansas , including handle, revenue, and growth metrics

Yearly and monthly growth charts for sports betting in Colorado , including handle, revenue, and growth metrics

Notes for Football Data

All data is in csv format, ready for use within standard spreadsheet applications. Please note that some abbreviations are no longer in use (in particular odds from specific bookmakers no longer used) and refer to data collected in earlier seasons. For a current list of what bookmakers are included in the dataset please visit http://www.football-data.co.uk/matches.php

Key to results data:

• Div = League Division
• Date = Match Date (dd/mm/yy)
• Time = Time of match kick off
• HomeTeam = Home Team
• AwayTeam = Away Team
• FTHG and HG = Full Time Home Team Goals
• FTAG and AG = Full Time Away Team Goals
• FTR and Res = Full Time Result (H=Home Win, D=Draw, A=Away Win)
• HTHG = Half Time Home Team Goals
• HTAG = Half Time Away Team Goals
• HTR = Half Time Result (H=Home Win, D=Draw, A=Away Win)

Match Statistics (where available)

• Attendance = Crowd Attendance
• Referee = Match Referee
• HS = Home Team Shots
• AS = Away Team Shots
• HST = Home Team Shots on Target
• AST = Away Team Shots on Target
• HHW = Home Team Hit Woodwork
• AHW = Away Team Hit Woodwork
• HC = Home Team Corners
• AC = Away Team Corners
• HF = Home Team Fouls Committed
• AF = Away Team Fouls Committed
• HFKC = Home Team Free Kicks Conceded
• AFKC = Away Team Free Kicks Conceded
• HO = Home Team Offsides
• AO = Away Team Offsides
• HY = Home Team Yellow Cards
• AY = Away Team Yellow Cards
• HR = Home Team Red Cards
• AR = Away Team Red Cards
• HBP = Home Team Bookings Points (10 = yellow, 25 = red)
• ABP = Away Team Bookings Points (10 = yellow, 25 = red)

Note that Free Kicks Conceeded includes fouls, offsides and any other offense commmitted and will always be equal to or higher than the number of fouls. Fouls make up the vast majority of Free Kicks Conceded. Free Kicks Conceded are shown when specific data on Fouls are not available (France 2nd, Belgium 1st and Greece 1st divisions).

Note also that English and Scottish yellow cards do not include the initial yellow card when a second is shown to a player converting it into a red, but this is included as a yellow (plus red) for European games.

Key to 1X2 (match) betting odds data:

• B365H = Bet365 home win odds
• B365D = Bet365 draw odds
• B365A = Bet365 away win odds
• BSH = Blue Square home win odds
• BSD = Blue Square draw odds
• BSA = Blue Square away win odds
• BWH = Bet&Win home win odds
• BWD = Bet&Win draw odds
• BWA = Bet&Win away win odds
• GBH = Gamebookers home win odds
• GBD = Gamebookers draw odds
• GBA = Gamebookers away win odds
• IWH = Interwetten home win odds
• IWD = Interwetten draw odds
• IWA = Interwetten away win odds
• LBH = Ladbrokes home win odds
• LBD = Ladbrokes draw odds
• LBA = Ladbrokes away win odds
• PSH and PH = Pinnacle home win odds
• PSD and PD = Pinnacle draw odds
• PSA and PA = Pinnacle away win odds
• SOH = Sporting Odds home win odds
• SOD = Sporting Odds draw odds
• SOA = Sporting Odds away win odds
• SBH = Sportingbet home win odds
• SBD = Sportingbet draw odds
• SBA = Sportingbet away win odds
• SJH = Stan James home win odds
• SJD = Stan James draw odds
• SJA = Stan James away win odds
• SYH = Stanleybet home win odds
• SYD = Stanleybet draw odds
• SYA = Stanleybet away win odds
• VCH = VC Bet home win odds
• VCD = VC Bet draw odds
• VCA = VC Bet away win odds
• WHH = William Hill home win odds
• WHD = William Hill draw odds

• WHA = William Hill away win odds

• Bb1X2 = Number of BetBrain bookmakers used to calculate match odds averages and maximums

• BbMxH = Betbrain maximum home win odds

• BbAvH = Betbrain average home win odds

• BbMxD = Betbrain maximum draw odds

• BbAvD = Betbrain average draw win odds

• BbMxA = Betbrain maximum away win odds

• BbAvA = Betbrain average away win odds

• MaxH = Market maximum home win odds

• MaxD = Market maximum draw win odds

• MaxA = Market maximum away win odds

• AvgH = Market average home win odds

• AvgD = Market average draw win odds

• AvgA = Market average away win odds

Key to total goals betting odds:

• BbOU = Number of BetBrain bookmakers used to calculate over/under 2.5 goals (total goals) averages and maximums
• BbMx>2.5 = Betbrain maximum over 2.5 goals
• BbAv>2.5 = Betbrain average over 2.5 goals
• BbMx<2.5 = Betbrain maximum under 2.5 goals

• BbAv<2.5 = Betbrain average under 2.5 goals

• GB>2.5 = Gamebookers over 2.5 goals

• GB<2.5 = Gamebookers under 2.5 goals

• B365>2.5 = Bet365 over 2.5 goals

• B365<2.5 = Bet365 under 2.5 goals

• P>2.5 = Pinnacle over 2.5 goals

• P<2.5 = Pinnacle under 2.5 goals

• Max>2.5 = Market maximum over 2.5 goals

• Max<2.5 = Market maximum under 2.5 goals

• Avg>2.5 = Market average over 2.5 goals

• Avg<2.5 = Market average under 2.5 goals

Key to Asian handicap betting odds:

• BbAH = Number of BetBrain bookmakers used to Asian handicap averages and maximums ...

In 2023, Sports Betting Market reached a value of USD 113.54 billion, and it is projected to surge to USD 223.66 billion by 2030

Yearly and monthly growth charts for sports betting in Mississippi , including handle, revenue, and growth metrics

Snapshot img

Sports Betting Market Size 2025-2029

The sports betting market size is forecast to increase by USD 221.1 billion, at a CAGR of 12.6% between 2024 and 2029.

The market is experiencing dynamic growth, driven by the digital revolution and the emergence of machine learning technologies. These advancements enable more accurate predictions and personalized betting experiences for consumers, creating a competitive edge for market participants. Popular betting options include football (soccer), basketball, tennis, horse racing, cricket, and various other sports events. However, this market landscape is not without challenges. Stringent government regulations and restrictions pose significant obstacles, requiring companies to navigate complex legal frameworks and comply with evolving policies.
As the industry continues to evolve, staying informed of regulatory changes and adapting to technological advancements will be crucial for market success. Companies that effectively balance innovation and regulatory compliance will be well-positioned to capitalize on the growing opportunities in the market.

What will be the Size of the Sports Betting Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market activities shaping its various sectors. Artificial intelligence (AI) is increasingly being integrated into promotional campaigns, enhancing user experience through personalized recommendations and real-time analysis. Spread betting, a popular form of wagering, employs advanced statistical modeling and risk management techniques. Problem gambling remains a significant concern, with player protection measures such as responsible gambling initiatives and KYC procedures being implemented. Betting odds are visualized through data visualization tools, enabling users to make informed decisions. Live streaming and in-play betting provide real-time updates, while API integration and odds comparison tools facilitate seamless data access.

Machine learning algorithms are used for fraud detection and customer segmentation, ensuring secure payment gateways and AML compliance. Bonus offers and loyalty programs are employed as customer acquisition and retention strategies. Data analytics and betting algorithms enable efficient risk management and effective marketing campaigns. Data feeds from sports data providers are crucial for accurate betting odds and real-time score updates. First goalscorer and correct score bets add excitement to the betting experience. Prop bets and Asian handicap betting cater to diverse user preferences. Live score updates and game integrity are ensured through rigorous security protocols and data encryption.

Pre-match betting and futures betting offer opportunities for long-term investment. Ongoing market activities and evolving patterns underscore the continuous dynamism of the market.

How is this Sports Betting Industry segmented?

The sports betting industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Platform

  Online
  Offline


Type

  Basketball
  Horse riding
  Football
  Others


Betting Type

  Fixed Odds Wagering
  Exchange Betting
  Live/In-Play Betting
  eSports Betting


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    Australia
    China
    India
    Japan


  Middle East and Africa

    UAE


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Platform Insights

The online segment is estimated to witness significant growth during the forecast period.

The online market is experiencing notable expansion, fueled by technological advancements and favorable regulatory shifts. Key drivers of this growth include the expanding betting market due to continuous innovation in online channels, the increasing availability of mobile platforms with the widespread use of the Internet and smartphones, and the structural migration of customers from retail to online betting in emerging markets. Improvements in platform quality and user experience, particularly through betting applications, further enhance the appeal of online betting. With digitalization on the rise and smartphone penetration increasing, regions such as APAC and MEA present significant opportunities for growth in the online sports betting sector.

Technological advancements have also brought about the integration of various features, such as machine learning algorithms for risk management and player protection, responsible gambling initiatives, API integration, and odds comparison tools. In-play betting, live sc

UNITY is a next-generation Odds Feed and Betting API built for the dynamic needs of modern sportsbooks, betting websites, mobile apps, and professional trading teams/individuals. With comprehensive sports coverage—including top leagues in Football (Soccer), Basketball, and Tennis—UNITY provides real-time odds updates and supports seamless in-play betting across a wide range of markets like Asian Handicap, Over/Under Totals, Corners, and Cards.

The platform combines a robust odds feed with a fully functional Betting API, enabling direct bet placements and full automation of trading strategies. UNITY integrates effortlessly with major Asian bookmakers and betting exchanges, supporting both back and lay positions through a single, central wallet.

Designed with developers in mind, UNITY includes detailed documentation, code samples, and a staging environment for integration and testing. Its customizable data feed allows users to filter by sport, league, event, or market and choose between raw or formatted content, making it a flexible solution for platforms of any size.

Backed by technical support and continuous system updates, UNITY ensures your betting operation stays ahead of the curve. Whether you're building a new platform or enhancing an existing one, UNITY delivers the tools and reliability to take your betting experience to the next level.