Online Sports Betting Market Size Projected to Reach USD 88.78 Billion by 2030, Fueled by Legalization, Mobile Betting, and AI Innovations

The global online sports betting market, valued at USD 48.17 billion in 2025, is projected to surge to USD 88.78 billion by 2030, with a compound annual growth rate (CAGR) of 13.01%. The market is driven by a wave of global legalizations, the ubiquity of mobile devices, real-time data feeds enhancing live betting, and the increasing adoption of blockchain technology. Operators are shifting from desktop to mobile-centric platforms, utilizing AI and advanced analytics to offer personalized experiences that increase customer loyalty and betting frequency. The growth of online sports betting is also supported by strategic mergers, acquisitions, and new entrants from the media and cryptocurrency sectors.

The online sports betting market is undergoing a remarkable transformation, with significant growth driven by technological innovations, regulatory changes, and shifting consumer preferences. In recent years, the industry has expanded rapidly due to the legalization of sports betting in many regions, including the United States and Europe. The global acceptance of online sports betting has paved the way for mobile platforms to dominate the market, providing convenient and accessible betting experiences for consumers worldwide. The integration of AI and blockchain technologies is further shaping the landscape, offering bettors seamless experiences while enhancing security and transparency.

As the market continues to evolve, the increasing use of data analytics to personalize the betting experience, along with the rise of affiliate marketing and sponsorship deals, has added a new layer of competitiveness. These factors, combined with the growth of mobile platforms, real-time betting, and gamification, are driving the widespread adoption of online sports betting.

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Key Trends Shaping the Online Sports Betting Market

Global Legalization and Market Expansion

A key driver of the online sports betting market's growth is the widespread legalization of sports betting in various regions. The 2018 U.S. Supreme Court decision to overturn PASPA has led to a surge in state-level legalizations, with 38 states now allowing sports betting, significantly expanding the addressable market for operators. As the market continues to mature in North America, other regions such as Europe and Asia-Pacific are also witnessing similar shifts in regulatory frameworks, leading to greater market access and growth potential.

Mobile Betting on the Rise

In 2024, desktop platforms accounted for 56.17% of the market share, but mobile betting is growing at a rapid pace. This shift is propelled by advancements in smartphone technology, improved cellular networks, and optimized mobile apps that enhance the betting experience on smaller screens. Mobile betting platforms offer flexibility, enabling bettors to place wagers anytime and anywhere, a convenience that is rapidly driving adoption across different demographics. The increasing availability of mobile apps with social features and integrated biometric authentication further enhances security and user experience.

Data Analytics and AI-Powered Personalization

Operators are leveraging advanced data analytics and AI to create hyper-personalized betting experiences. By analyzing customer behavior and preferences, operators can dynamically adjust odds, recommend tailored bets, and optimize betting strategies. This increased level of personalization boosts engagement and customer retention. Furthermore, real-time data feeds are transforming the live betting experience, offering bettors up-to-the-minute statistics and odds adjustments, which significantly enhance engagement. Companies like Genius Sports are capitalizing on this trend by securing valuable data partnerships, such as their agreement with the NFL, which highlights the growing importance of data rights in the industry.

Affiliate Marketing and Sponsorship Deals

Affiliate marketing has become a crucial tool for operators to acquire new customers in the competitive online sports betting market. By partnering with affiliates, operators can target specific customer segments and optimize campaigns based on performance. This model, which is more cost-effective than traditional advertising, has seen significant growth, especially in markets with high taxes, like New York. Additionally, sponsorship deals with sports leagues and teams are evolving, now incorporating data collaborations that enhance betting products. For example, Major League Baseball's equity stake in Sportradar reflects the growing synergy between data providers and sports organizations, leading to enhanced user engagement.

Gamification and User Experience Enhancements

Gamification has emerged as a key trend in online sports betting, with operators incorporating game-like elements such as progression systems, rewards, and skill-based challenges to increase user engagement. These innovations have proven effective in improving session durations and customer retention, particularly among younger demographics. While gamification enhances the betting experience, operators must balance engagement with responsible gambIing practices, incorporating features like self-assessment tools and limits to ensure a safe and enjoyable experience for users.

Online Sports Betting Market Segmentation

The online sports betting market can be segmented by sports type, end-user platform, betting type, and geography.

By Sports Type:

Football: In 2024, football captured 36.58% of the market share, maintaining its dominant position due to its global popularity and the vast amount of data available for betting. Its structured nature and mix of predictable statistics with live unpredictability make it a prime target for advanced betting algorithms.

Tennis: With a projected CAGR of 13.55% from 2025 to 2030, tennis is experiencing rapid growth in the online sports betting space. The sport's year-round global calendar and the increasing demand for in-play betting make it an attractive option for bettors.

By End User Platform:

Mobile: Mobile platforms are witnessing rapid growth, with a projected CAGR of 13.87% from 2025 to 2030. The increasing adoption of smartphones and mobile apps, along with social features that enhance engagement, are key factors driving mobile betting's expansion.

Desktop: Desktop platforms still maintain a significant share of the market, favored by bettors who seek detailed analytics and multi-table sessions for in-depth analysis.

By Betting Type:

Live/In-Play Betting: Live betting commands 59.58% of the market share, driven by real-time data processing and the increasing popularity of in-game betting. This segment is expected to grow at a CAGR of 14.27% from 2025 to 2030, thanks to advancements in data transmission and mobile app usage.

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Key Players in the Online Sports Betting Market

The online sports betting market is highly competitive, with several prominent players leading the charge. These companies are investing in technology, strategic partnerships, and market expansion to enhance their global presence.

Entain PLC

Flutter Entertainment PLC

DraftKings Inc.

Hillside (New Media) Limited (Bet365)

Evoke Plc (888)

These operators are increasingly relying on data-driven marketing strategies, advanced mobile platforms, and AI-powered personalization to maintain their competitive edge. Additionally, partnerships with sports leagues and teams, as well as innovative data-sharing agreements, are helping these companies enhance their betting offerings.

Conclusion

The online sports betting market is poised for significant growth, driven by legalization trends, the increasing adoption of mobile platforms, and the utilization of advanced technologies like AI, blockchain, and real-time data feeds. As the market continues to mature, operators are focusing on customer retention through personalized experiences and gamification, while leveraging affiliate marketing and sponsorships to expand their reach. However, challenges such as regulatory uncertainty, compliance costs, and the rising threat of fraud must be addressed to sustain this growth.

The future of online sports betting lies in further technological advancements, regulatory clarity, and the ability to provide seamless, secure, and personalized experiences to bettors worldwide. As the industry continues to evolve, operators that can innovate while adhering to responsible gambIing practices will be best positioned to lead the market.

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