The US iGaming Landscape: A Comparison Between American Markets
The evolution of online gambling across the Americas paints a picture of contrasting landscapes, shaped by regional maturity and player habits. North America, led by the United States, stands as a well-established, high-revenue market. Meanwhile, South America is rapidly gaining ground as a high-growth region, with Brazil increasingly becoming a key player.
Our team at CasinoRank, has put together a deep dive analyzing market size, player activity, game preferences, and leading providers to see where the real influence is shifting in the global gambling scene.
Canadian Markets Overview: A Closer Look
A striking difference exists between the gambling markets across North and South America. In 2024, North America's online gambling sector generated roughly C$34 billion in gross gaming revenue (GGR), with the United States accounting for about C$30–C$31 billion from sports betting and online casino play. In stark contrast, South America's market was considerably smaller at C$1.4–C$2.7 billion, but it's currently experiencing the fastest global growth, projected to grow at 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 global online gambling revenue, trailing only Western Europe's leading 36%. While South America's share is modest, its growth is accelerating rapidly, buoyed by an increasingly positive regulatory environment.
Canadian Player Demographics: Who's Placing Bets?
The Canadian online gambling audience is expanding, generally led by younger, tech-savvy players. The most active players usually fall within the 25 to 44 age bracket, representing a generation that grew up with rapid technological advances. These players are comfortable navigating digital platforms, seamlessly switching between apps, and exploring various online entertainment options – including iGaming.
Younger players (ages 25–34) are particularly drawn to quick, mobile-first experiences. They often favour sports betting, esports wagering, and dynamic games like crash or live-action slots. Their preferences align with a desire for fast-paced, interactive entertainment that easily fits into busy lifestyles.
Meanwhile, slightly older demographics (ages 35–54) show a strong interest in classic casino mainstays like blackjack, poker, and roulette, often appreciating the strategic depth and more deliberate pace these games offer.
Across all age groups in Canada, trust, platform security, and ease of payments are paramount. However, motivations vary—some play for the thrill, others for the chance to win, and many simply to pass the time or connect with others online. As the market matures, platforms are increasingly tailoring their offerings to cater to these diverse preferences and player profiles.
Top Gambling Markets Across the Americas
South America's online gambling market is seeing transformative growth, though from a smaller base compared to its northern neighbours. Based on Cognitive Market Research's data, the Latin American online gambling market is projected to reach USD 13.48 billion by 2030, growing at a CAGR of 10.4% from 2024 to 2030. Brazil is leading this surge, with its market estimated to be worth around USD 9.69 billion in 2024 making it one of the largest and most promising in Latin America. Football (soccer) remains the dominant betting focus, deeply embedded in the country's culture. Argentina follows, with its market valued at approximately USD 3.80 billion, driven by regulatory shifts and increased accessibility. Colombia, a pioneer in regulation, has a market estimated at around USD 2.01 billion, creating a stable and secure environment that attracts significant investment.
Brazilian Markets: Rapid Expansion
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 legalization and licensing of online sports betting and casinos have significantly expanded opportunities for both local and international operators. Football (soccer) remains the dominant force in the Brazilian betting landscape, with a large portion of the population actively participating in online wagers, reflecting the country's deep-rooted passion for the sport.
Argentinian Markets: High Engagement
Argentina's online gambling market is valued at approximately USD 3.80 billion. The growth of the sector has been largely driven by regulatory changes and the adoption of new technologies that have made digital gaming more accessible and secure. Additionally, there has been a noticeable rise in player participation across the country, with a growing number of platforms offering a wide variety of gaming options to meet diverse consumer preferences.
Colombian Markets: Regulatory Pioneer
Colombia's online gambling market is estimated to be worth around USD 2.01 billion. The country's proactive legislation and well-structured regulatory framework have positioned it as a regional leader in the iGaming space. This forward-thinking approach has not only created a stable and secure environment for operators and players alike but has also attracted significant international investment, further solidifying Colombia’s reputation as a mature and promising market in Latin America.
Top Gambling Markets in North America
North America's gambling momentum largely stems from the U.S., following the repeal of PASPA in 2018. By 2024, over 30 U.S. states had legalized sports betting, with seven offering regulated online casino play. This has created a dynamic market generating C$19 billion from sports betting and C$11 billion from casino activity. In Canada, the market is growing steadily, with Ontario leading the way, generating CAD $1.4 billion and over one million active accounts in its first regulated year.
Approximately 54 million Americans engage in online sports betting. Online casino gaming contributes 38% of the U.S. online gaming revenue, showing a balanced vertical profile. Canada's regulatory landscape is also evolving, with provinces increasingly taking control of their online gaming sectors, creating more opportunities for regulated play.
US Markets: The Leading Force
In 2024, the online gambling market in the United States was valued at approximately USD 16.56 billion, confirming its position as a mature and dynamic market. The rapid growth has been significantly boosted by the widespread legalization of sports betting across numerous states, alongside the ongoing expansion of online casino offerings. Key trends shaping the industry include the increasing popularity of mobile betting and the rise of in-play wagering, allowing real-time bets during live events. Furthermore, the integration of AI technologies is enhancing user experiences and platform security, signalling a new era of innovation in the U.S. iGaming sector.
Canadian Markets: Regulated Growth and Opportunities
Canada's online gambling market is projected to reach USD 4.19 billion in 2024, showcasing steady growth fuelled by key regulatory shifts. The legalization of single-event sports betting in 2021, coupled with provincial moves to regulate online gaming platforms, has fostered a more structured and secure environment for both operators and players. This regulatory clarity has spurred market participation and innovation. Canadians are showing a growing appetite for online casino games, poker, and sports betting, a trend amplified by widespread mobile device use and the availability of reliable, secure payment options.
Mexican Markets: Emerging Opportunities
Mexico stands out as one of the largest iGaming markets in Latin America, with real-money gaming generating an annual turnover comparable to that of Brazil, exceeding USD 10 billion. The country's strong market performance is fuelled by a large and engaged user base, coupled with a deep-rooted cultural affinity for gambling. Despite ongoing regulatory uncertainties, the online gambling sector remains resilient and continues to expand, with a significant portion of the adult population actively participating in digital betting and casino platforms.
Most Popular Games by Player Rates in Canada
Canadian Engagement in Online Gambling
Canadian gamblers are highly engaged. In the U.S., 70% of sports bettors play weekly, 42% place bets multiple times per week, and 25% do so daily. FanDuel alone reported 1 million daily users in March 2024, contributing to an estimated 3 million daily active gamblers across the continent. While specific Canadian figures vary by province, general engagement suggests a similar trend of regular participation, especially in regulated markets like Ontario.
According to Env Media, the average U.S. online casino player wagered about CAD $11,500 over 12 months—vastly above the global average of roughly CAD $1,750. This highlights the significant spending power within the North American market.
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.
