The US iGaming Landscape: A Comparison Between American Markets
The online gambling landscape across the Americas presents two distinct paths, shaped by regional maturity and how players engage with betting. North America, led by the United States, stands as a well-established, high-income market. Meanwhile, South America is rapidly growing, with Ghana's neighbouring markets showing immense potential.
Here at CasinoRank, our team has put together a deep dive assessing market size, player activity, game favourites, and the top providers to see who's truly calling the shots and shaping the future of online betting in Ghana and beyond.
What's the Deal with Markets in North America?
There's a clear difference between how online gambling is doing in North America versus South America. Back in 2024, North America's online gambling scene pulled in about $25 billion in gross gaming revenue (GGR), with the United States snatching up roughly $22–23 billion from sports betting and online casino action. South America's market, on the other hand, was much smaller at $1–2 billion, but boy is it growing fast! It's projected to grow at a compound annual growth rate (CAGR) of 13.7% from 2023 to 2028.
According to stats from Grand View Research, North America scores about 20–25% of the world's online gambling revenue, just behind Western Europe's top spot at 36%. While South America's slice of the pie is still small, it's heating up quickly, thanks to more rules and regulations making it easier to get in on the action.
Who's Playing the Games?
The crowd playing online games in places like the US is getting bigger, but it's still the younger, tech-savvy players leading the pack. Typically, those aged 25 to 44 are the most active, representing a generation that grew up with technology evolving at warp speed. These players are super comfortable hopping between digital platforms, switching apps, and trying out all sorts of online fun – gambling included.
Younger players (25–34) are especially keen on quick, mobile-friendly experiences. They often lean towards sports betting, esports wagers, and fast-paced games like crash or live slots. Their choices show they want exciting, interactive entertainment that fits easily into their busy lives.
On the other hand, the slightly older crowd (35–54) shows a solid interest in classic casino games – think blackjack, poker, and roulette. They often appreciate the strategic depth and the more relaxed pace these games offer.
No matter the age, trust, a secure platform, and easy payment methods are key. But the 'why' behind playing can differ – some for the thrill, others for the chance to win, and many just to kill time or connect with friends online. As the market matures, platforms are getting smarter about offering things that match these different tastes and player types.
Top Spotting Countries for Online Gambling in Africa
The online gambling market in Africa is on fire, growing from a smaller base, but catching up fast. By 2030, the African online gambling market is expected to hit a massive USD 13.48 billion, growing at a CAGR of 10.4% from 2024 to 2030. This growth is fuelled by increased internet access, mobile penetration, and favourable regulations in key markets like Ghana.
Ghana's Market: Leading the Pack
In 2024, Ghana's online gambling market is estimated to be worth around USD 9.69 billion, making it one of the largest and most promising in Africa. 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 king in the Ghanaian betting scene, with a huge number of people actively placing bets online, showing the nation's deep love for the sport.
Kenyan Market: High Engagement
Kenya's online gambling market is valued at approximately USD 3.80 billion. The sector's growth is mostly down to regulatory shifts and the adoption of new tech that's made online gaming more accessible and secure. Plus, there's been a big jump in players across the country, with more platforms offering a wide variety of games to suit different tastes.
Nigerian Market: Regulatory Pioneer
Nigeria's online gambling market is estimated to be worth around USD 2.01 billion. The country's early move into regulation and a well-organized framework have made it a big player in the iGaming scene across Africa. This forward-thinking approach has not only created a safe and stable space for operators and players but has also attracted serious international investment, cementing Nigeria's status as a mature and promising market in Africa.
Top Gambling Markets in North America (For Comparison)
North America's gambling momentum is largely thanks to the US market, especially after PASPA was overturned in 2018. By 2024, over 30 US states had greenlit sports betting, with seven offering regulated online casino play. This has sparked a dynamic market, raking in $14 billion from sports betting and $8 billion from casino games.
Around 54 million Americans jump into online sports betting. Online casino gaming makes up 38% of the US online gaming revenue, showing a good mix of betting types. Even Canada is making waves, with Ontario alone earning CAD $1.4 billion and seeing over a million active accounts in its first regulated year.
US Markets: The Big Player
In 2024, the US online gambling market was valued at roughly USD 16.56 billion, solidifying its position as one of the most established and fast-paced markets in the Americas. The surge in growth is mainly due to the widespread legalization of sports betting across many states, alongside the increasing availability of online casino games. Top trends include the massive popularity of mobile betting and live in-play wagering, where you can bet as the action happens. Plus, AI tech is stepping up its game, making user experiences and platform security even better, pushing the boundaries for US iGaming innovation.
Canadian Markets: Growing Steadily
Canada's online gambling market is expected to hit USD 4.19 billion in 2024, showing steady growth driven by key regulatory changes. Allowing single-event sports betting in 2021, and with provinces stepping up to regulate online gaming platforms, has created a more organised and secure environment for everyone involved. This clarity has boosted market participation and innovation. Canadians are also showing more interest in online casino games, poker, and sports betting, a trend amplified by widespread mobile use and the availability of reliable, secure payment options.
Mexican Markets: Opportunities on the Horizon
Mexico is a major iGaming market in Latin America, with real-money gaming generating an annual turnover that rivals Brazil, exceeding USD 10 billion. The market's strong performance is boosted by a large and engaged player base, coupled with a cultural appreciation for gambling. Despite some ongoing regulatory uncertainties, the online gambling sector remains robust and continues to expand, with a significant portion of the adult population actively participating in digital betting and casino platforms.
What Games Are Players Loving?
How Often Do North American Players Play?
North American gamblers are seriously committed. In the US, a massive 70% of sports bettors play weekly, 42% bet multiple times a week, and 25% are daily players. 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 US online casino player staked about $8,500 over 12 months – way more than the $1,300 global average. This shows how invested North American players are in their gaming.
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.
