openPR Logo
Press release

How The U.S. Legal Sports Betting Business Is Fundamentally Disadvantaged

06-02-2021 07:00 PM CET | Sports

Press release from:

(*Of course, there are advantages, too)

Some people say “Not all bets are not created equal”. With local bookies operating through pay-per-head websites, it’s a world where credit is king. In all regulated markets expanding all across the U.S., the game it’s quite different. 
At a legal sportsbook, a bettor will have to post-up the funds, meaning if he’s betting $22 on the Patriots to win $20, he must first put down $22 in some way — be its cash at a counter or by online account funding and having those funds withheld, pending the outcome of the game.  One of the leaders in the field is

That means that for the vast majority of New Jersey’s ever-growing monthly betting handle, most recently $488 million in October 2020, bettors placed wagers in the form of payments online through PayPal, online bank deposit, or ACH transactions (among similar methods). While 85% of wagers came online, the other 15% of transactions required posting up of the funds at physical sportsbooks — cash across the counter or inserted into sports betting kiosks.

However, a bet’s a bet, and the fundamental financial transactions underpinning the competing illegal and legal markets create different costs, various opportunities, and some challenges. While there was actually a bill introduced in Vermont early this year that would allow sports betting licensees “to extend credit to patrons,” that’s a unicorn clause.
And so the purpose of this article: Outlining the key differences in sports betting ecosystems built upon credit from illegal bookmakers versus posting up with legal books — two markets that will compete and coexist as state-sanctioned sports wagering rapidly expands across the U.S. The following represents those key points I am attempting to distill from conversations with half a dozen industry veterans.

Sportsbook marketing expenses.

New legal sportsbooks competing for eyeballs, ears, and market share are cutting up a very healthy amount of cheddar these days to make their sportsbooks stand out above the noise. Some commercials, definitely not William Hill’s (I don’t care that he put his own name on the book 85 years ago), are more inspiring and less annoying than the others. If you reside in the Pennsylvania or New Jersey sports radio markets, you know what I’m talking about.
But the marketing costs expand far beyond the airwaves. Snail mail advertisements. Online advertisements. TV spots.  New Jersey transit signage. All those sign-up bonuses and free bets? The vast majority of bettors ultimately pay the books for the entertainment long-term, but there’s large acquisition spends involved. (And a moment for self-awareness: sportsbooks return an acquisition fee to websites such as this one for playing a role in the journey to becoming a sportsbook client.)

Take all of these expenses together, according to one insider, marketing expenses account for roughly 40% of the outfit’s total budget. The task of marketing is made more difficult when licensed books have to figure out how to spread money across states with different markets and different rules. Throw in regulatory and compliance fees and so forth, and really, as Rhode Island is finding out, there’s not as much revenue and tax dollars as many imagine. Or at least the bookmaker winner’s circle has a fairly low population. It’s just not that profitable an environment. 
Meanwhile, credit-based shops do not have most of these expenses. Credit bookies don’t advertise and don’t have to give attractive bonuses. They have on-the-ground agents that pay standard commission fees when a new bettor/client comes aboard.  Like marijuana in non-legal states, agents acquire new customers through referrals, through people they trust, people who are good for the money. You can’t extend credit to strangers. They meet face-to-face. Ultimately the agent is responsible for the book for the money. 

(Note: There’s a difference between offshore post-up shops operating illegally in the U.S., and credit-based bookies, many of which operate in pay-per-head (PPH) models, where the agent pays a fee to have clients maintain accounts through a website hosted by the larger operation. In another part of the ecosystem, there are offshore post-up shops, and among the leaders is a Bovada.

But there are advantages.

While legal books will be restrained by the inability to extend credit, their potential for clientele growth is big. They will be able to tap into a section of the population that probably will/would never transact with an illegal bookmaker. There’s a cost to engaging this cohort, but they will have solid lifetime value if the book is good enough to retain and entertain the player. 
Many legal books are crawling over each other to reach the Barstool Sports audience (FanDuel, SugarHouse, and PointsBet are among the partners so far). (Barstool also dumped on an offshore bookmaker that illegally accepts patrons in the U.S. after an employee picked a fight with El Presidente on social media.) In general, legal books are reaching a new audience, a massive field of oil laying dormant under the weight of legality, just waiting to get tapped. 
And when some media conglomerates wake up, penetration into U.S. audience by illegal bookmakers will wane, in favor of state tax-paying sportsbooks. Consider this example: Stadium Sports Network is owned by Sinclair Broadcast Group, which is the largest owner of stations affiliated with FOX and ABC. As you may be aware, FOX now offers a full sportsbook called FOX Bet.

iBet Sports, LLC
123 Prime
San Jose
Costa Rica
1001 is a sports betting software development company that also provides sportsbook pay per head (PPH) services.
It provides one of the best suites of sportsbook software features and tools in the industry. The only offering UltraLive and EZLive at no extra cost.
A fully bilingual customer service team is on-hand 24 hours, 7 days a week. developed the first and only online collection and payment system in 2010.

This release was published on openPR.

Permanent link to this press release:

Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.

You can edit or delete your press release How The U.S. Legal Sports Betting Business Is Fundamentally Disadvantaged here

News-ID: 2296897 • Views: 592

More Releases from

07-29-2021 | Sports
Sportsbook Software Allows Anyone to Become an Odds Sports Bookmaker.
- NFL football 2021-2022 season kicks off on September 9 when the Tampa Bay Buccaneers begin their quest to become the first team to win back-to-back Super Bowls since 2004 and 2005. The National Football League's first game between Tampa Bay and the Dallas Cowboys not only opens the NFL's regular season, but it also begins the most profitable for U.S. sportsbooks.   In the USA, being locked down into
10-14-2020 | Sports
Where major games struggled due to social distancing, sportsbooks are finding ne …
In these stressful times, whether they be because of wars, emergencies or economic crashes, people tend to look for what distractions they can find. These can be in the form of books, films, television, taking up a new hobby, and often betting. Although these distractions can often just be seen as temporary relief, they can offer something for people to fall into for a few hours and forget what is

More Releases for Sports

Sports Tourism Market to Witness Massive Growth| ITC Sports Travel, Sports Tours …
A latest study released by HTF MI on Global Sports Tourism Market covering key business segments and wide scope geographies to get deep dive analysed market data. The study is a perfect balance bridging both qualitative and quantitative information of Sports Tourism market. The study provides historical data (i.e. Volume** & Value) from 2013 to 2018 and forecasted till 2025*. Some are the key & emerging players that are BAC
02-18-2019 | Sports
Orbis Research
Sports Tourism Market 2019 - BAC Sport, Great Atlantic Sports Travel, ITC Sports …
Global Sports Tourism Market 2019-2023: With the rise in Global Sports Tourism Market, the need for niche Market has grown by a staggering rate. This has resulted in a major push in the Global Sports Tourism    Market Industry Market. With Global Sports Tourism    Market gaining traction across the globe including the developing Markets of APAC and Africa, many software providers have jumped onto the software bandwagon to develop and provide Global
Big Boom in Global Sports Tourism Market 2018: BAC Sport, Great Atlantic Sports …
A professional survey done by Report Consultant has formulated a report titled “Global Sports Tourism Market”, which instills a crisp idea of the influential aspects affecting the growth of the market. It gives the new entrants a clear idea of all the business strategies incorporated by the key players, which is helping them regulate their trade success. It serves a reliable business tool helping the reader to understand the global
09-21-2018 | Sports
Sports Tourism Market Breakdown of Leading Market Player’s 2018-2022: Great At … has announced the addition of the “Global Sports Tourism Market Size Status and Forecast 2018-2022” The report classifies the global Sports Tourism Market in a precise manner to offer detailed insights about the aspects responsible for augmenting as well as restraining market growth. This report studies the global Sports Tourism market, analyzes and researches the Sports Tourism development status and forecast in United States, EU, Japan, China, India and Southeast
Professional Sports Leagues Dominate U.S. Licensed Sports Merchandise Market By …
"The Report US Licensed Sports Merchandise Market: Trends, Opportunities and Forecasts (2016-2021) (By Segment - Sports Apparel, Sports Footwear, Sports Equipment -Videogames, Sporting goods and Toys; By Leagues - NFL, NBA, MLB, NHL; By Key Players - Competitive Landscape) provides information on pricing, market analysis, shares, forecast, and company profiles for key industry participants. -" MarketResearchReports has announced the addition of a new research report providing an executive-level blueprint
China Sports Market (Sports Apparel, Sports Footwear, Sports Equipment) & Foreca …
China Sports Market Overview China sports market is expected to be more than US$ 100 Billion industry by the year 2020. To achieve this impressive growth China sports market is expected to grow with double digit CAGR. In the year 2010 Sports Apparel used to be the biggest market, but by 2015 Sports Equipment has overtaken Sports Apparel market. Company sales are highly fragmented and no single company holds double digit