iGaming Pulse September Snapshot | Optimove

• Casino betting is softening in the US, down 18% month-over-month.
• Sports betting is climbing as the NFL season fuels engagement.
• Cross-selling from casino to sports can offset declines and capture peak fan activity.
• Personalized, real-time orchestration is essential to make these campaigns timely and effective.
• Operators offering both verticals have a distinct advantage; now is the moment to get campaigns in full swing.

Total Monthly Casino Betting Amount

The data reveals a massive disparity in casino spending, with US players wagering larger amounts compared to their global counterparts. The 12-month average for a US player is $7,674, while the global average is $2,105.

The US betting volume remained consistently high throughout the year, peaking at $8,520 in March 2025. The global average showed minimal fluctuation. The most recent data for September 2025 shows the US average at $6,425, a notable decrease from $7,865 in August. The global average was relatively stable at $2,202.

This graph below shows the average total monthly amount wagered on casino games by active players in the US against the global average.

Definition of Total Monthly Casino Bet Amount: The average casino bet amount is the total sum of all casino bets, and divided by the number of bettors who have placed at least one casino bet.

Sports Bettors Growth Trend

Unlike the casino growth trend, sports betting seems to be losing momentum. The growth trend in the US saw a significant drop-off in players since February 2025, hitting a low of 55% in July, while the global trend showed more fluctuation over the year, always below the baseline.

Despite the negative trend, both markets saw a strong rebound in September 2025, with the US jumping to 113% from 68% in August, and the global market recovered to 90% from 81%.

See chart below for more details:

The Sport Bettors Growth Trend: calculated by dividing the total number of sport bettors each month by the number of sport bettors in July 2024, which serves as the baseline (100%).

Cross-Selling Casino Players into NFL Sports Betting Journeys

With the NFL 2025 season now in Week 7, betting activity is heating up, making this the ideal moment for operators to cross-sell from casino to sportsbook. Casino players often represent higher-value segments, yet many haven’t engaged in sports betting yet or have gone quiet in recent months.

Now’s the time to get them on board or bring them back with creative, event-driven campaigns: think parlay boosts tied to their specific teams in their area of residence, free bet incentives, or game-day push notifications reminding them to place a wager for a chance to win!

By connecting the excitement of live sports with tailored offers that speak to casino players, operators can turn dormant or new players into active bettors and keep both sides of the house buzzing.

Guide to Advanced Customer Segmentation

 

In Summary 

The September iGaming Pulse data shows clear momentum shifting toward sports betting. As casino activity dips and NFL engagement peaks, operators must act to re-engage, cross-sell, and capitalize on audience overlap.

Start leveraging these powerful player insights with real-time orchestration and AI journey decisioning, and turn this seasonal excitement into sustained growth.

For a closer look at the data behind these trends, visit Optimove’s iGaming Pulse Report.

For more insights into player behavior, contact us to request a demo.

Published on

October 23rd, 2025