GeoComply has recorded a 22.3% year-on-year increase in geolocation checks throughout Super Bowl weekend, surpassing last year’s figures. 

The geolocation specialist said this sustained growth underscores an important shift in the US towards a state-regulated, taxed, and secure betting environment. 

Yesterday (11 February), the Kansas City Chiefs made history by overcoming a 10-point deficit to clinch their second consecutive Super Bowl victory in two decades. 

The team secured an overtime win against the San Francisco 49ers, with a final score of 25-22, at Super Bowl LVIII held in Las Vegas.

“The continued transition to the legal market set the stage for a historic first Super Bowl in Las Vegas, and the record-breaking results we saw did not disappoint,” said GeoComply CEO and co-founder Anna Sainsbury.

“We are proud to help foster the growth of a regulated industry that puts accountability, security and player protection at the forefront. 

“Every year the legal market grows is good news for consumers and states and bad news for illegal offshore sportsbooks that become marginalised,” she added.  

GeoComply analysed its data across 28 US states, Washington D.C. and Puerto Rico with legal online sports betting during Super Bowl LVIII weekend.  

Increase in active accounts

GeoComply also reported a total of 8.5 million active accounts across legal betting states, marking a 15% increase from the previous year

Just before kick-off, there was a massive surge in traffic, reaching a peak of 14.75 thousand transactions per second (TPS) — the highest ever recorded on GeoComply’s systems, nearly doubling the previous Super Bowl’s peak.

Leading up to the Super Bowl, more than 1.77 million new users signed up for legal online betting accounts within the two weeks prior. 

Additionally, since the start of the 2023/2024 NFL Season through the Super Bowl, GeoComply customers have added more than 13.7 million new accounts, representing a significant 28% increase from the previous season.

GeoComply’s platform uses more than 800 data points to accurately confirm that players are located in a state where sports betting is legal before placing a bet. 

Ahead of the game, anticipation was high for record-breaking betting activity.

The American Gaming Association (AGA) expected approximately 68 million American adults, roughly one-fourth of the population, to place bets, with the total amount wagered projected to reach $23.1bn. 

Hype versus reality?

Paul Leyland of Regulus Partners offered a nuanced perspective on the Super Bowl LVIII’s impact on the sports betting market ahead of the game: “We estimate that the Super Bowl LVIII will generate approximately $1bn in legal sports betting handle—an impressive number, but not one that significantly impacts the overall market, despite the hype.”

Comparing this estimate to the $23bn projected by the AGA, Leyland suggested that either high rollers prefer informal betting or expectations may be inflated.

In 2023, the total US legal sports betting handle was only around $100bn, with approximately $20bn on all NFL games, according to Leyland.

He highlighted that the revenue opportunity from the Super Bowl handle expectations ranges from 0 to $100m, which is relatively modest in the context of a US sports betting market of approximately $7bn.

Leyland also raised concerns about the maturity of the American football betting market, describing it as “hyper-mature” and indicating that this segment may not offer significant growth opportunities.

However, he noted that states like California and Texas could still impact legal sportsbooks’ performance.

He emphasised the importance of providing engaging content to mass-market US sports fans, suggesting that local horseracing, global soccer, tennis, and basketball may offer more growth potential.

“Despite the hype, Super Bowl simply demonstrates just how shallow the foundations of US sports are for sustainable betting growth,” Leyland concluded.

Super Bowl weekend is upon us, and anticipation is soaring as the Kansas City Chiefs gear up to face off against the San Francisco 49ers in Super Bowl LVIII on Sunday 11 February.

Here are four things the gambling and betting industry should expect from this year’s Super Bowl:

1. Record betting activity

This year’s Super Bowl is poised to shatter previous records in betting activity.

Approximately 68 million American adults, representing about one-fourth of the population, are expected to place bets, according to the American Gaming Association (AGA).

The total amount wagered is projected to reach $23.1bn, marking a significant increase from last year’s $16bn.

Regulated outlets are expected to handle around $1.5bn of this total, based on consensus estimates from multiple sources, the group noted.

Research firm Eilers & Krejcik Gaming (EKG) predicts legal betting handle of $1.25bn, making the Super Bowl out as the US sports betting industry’s single-largest betting event every year, alone accounting for nearly 1% of the industry’s total annual handle.

“We did not project revenue given the inherent volatility; however, we note that, for sports betting operators, making money is not necessarily the core aim of the game.

“Rather—and per operator channel checks— the Super Bowl is mainly an opportunity to acquire casual customers who can be cross-sold or reactivated next NFL season.”

Nonetheless, the firm added: “A bad Super Bowl (something like a Chiefs win, Christian McCaffrey, Travis Kelce and Deebo Samuel all scoring TDs and Pat Mahomes going over his props) could wipe out a couple of months of profits.”

2. In-play and same-game parlays

In-play betting and same-game parlays are expected to play a significant role in this year’s Super Bowl wagering.

EKG predicts that around 10% to 15% of the online handle will come from in-play bets.

“That mark is below broader industry averages (FanDuel, for example, has previously disclosed that around 44% of its total handle comes from in-play),” EKG said.

“However, on in-play, football skews lower—and the Super Bowl skews even lower still due to the high number of recreational customers who overwhelmingly favour pre-match betting.”

In addition, EKG estimates that between 20% and 25% of Super Bowl online handle will be bet via same-game parlays.

3. The biggest markets

With sports betting legal in 38 US states, the Super Bowl draws bets from across the nation.

Nevada is expected to lead the way with 13% of the nationwide betting handle, thanks to its status as the host state and its tourism-driven sports betting market.

New York at 12% and New Jersey at 10% are also projected to see significant betting activity, capturing the second and third-largest shares of the handle, respectively.

4. More betting options than ever

The Super Bowl isn’t just about the game anymore; it’s also about the entertainment surrounding it.

This year is all about Taylor Swift.

Swift, whose regular appearances at Kansas City games began when she officially started dating Kansas City Chiefs’ Travis Kelce in September 2023, has presented new challenges for bookmakers.

Firms now have to come up with odds for questions such as: What sort of outfit will Taylor Swift wear to the game on Sunday? What colour lipstick will she wear? Will she cry if the Kansas City Chiefs lose to the San Francisco 49ers?

The New York Times quoted Tim Williams, director of public affairs for Bet US: “If it’s something that’s going to attract some attention and we can make legitimate odds on it, there’s a good chance that we’re going to do it.”

However, another bookmaker clarified: “It’s more for fun. We’re not trying to make a buck off this. Honestly, we’ll probably lose on a lot of these because it’s a real challenge for us to keep up with this stuff. Like, I don’t know what colour lipstick she’ll wear.”

Meanwhile, Flutter Entertainment revealed how difficult this really is. In a news release on the Super Bowl, the operator highlighted that accurate bookmaking is not so much about picking winners, but more about calculating the different probabilities of any imaginable outcome becoming reality.

“Our aim is to get the right price, the true probability of what may happen,” said Keith Goldner, FanDuel’s vice president of data science, sports modelling and innovation.

To get the prices right, “we also need to quantify how much we don’t know in order to calculate better probabilities.”

5. The halftime show

While not directly related to sports, the halftime show is always a highlight of the Super Bowl spectacle.

This year, Usher will take the stage, following in the footsteps of past legends like Beyoncé and Prince.

However, the halftime show hasn’t always been smooth sailing. Remember the infamous “Nipplegate” incident involving Janet Jackson and Justin Timberlake in 2004?

So, this year, Usher will take to the stage, and yes, of course, there are plenty of Usher odds too. The big question that BetMGM has posed to the bettors is: What will Usher’s first song be?

North Carolina sports betting will not go live in time for this season’s Super Bowl, according to State Lottery Commission chair Ripley Ryan.

Providing an update on the Commission’s work, Ryan announced that operators can now begin the process of applying for sports betting licences in the Tar Heel State.

“Because of the variables involved in this process, it is too early to set a start date for sports betting in North Carolina,” the regulator announced in a Wednesday presentation.

However, he confirmed the process will not be completed by the Super Bowl on 11 February 2024.

“We see questions about whether sports betting will be up and running in time for the Super Bowl,” said Ryan.

“It’s clear, however, with all the work remaining to be done and the timetable set out in state law, that unfortunately won’t be the case.”

When will North Carolina launch sports betting?

The regulator has requested that operators file their applications no later than 27 December 2023.

Given that the Commission has a 60-day timetable to review applications, and operators a subsequent 10-day period to correct any issues, this implies a launch date of 6 March at the earliest.

Ryan said the sports betting go-live date will be dependent on how online sports betting operators file their applications.

For example, the launch date will be influenced by the number of applications and when they are filed.

The regulator added it will need to complete background checks on all applicants to ensure they comply with both state law and the Commission’s own rules.

Operators will also be required to submit their internal controls.  

“Once we have all that information, we’ll be able to set a date,” said Ryan. “So, applicants have a big role to play in determining the Commission’s review of the information.”

The Commission has a 14 June deadline to complete the required work and launch sports betting.

Earlier in the month, the Commission said it would not be ready to launch sports betting by 8 January, which is the earliest date provided in the legislation.

Legislators approved online sports betting in North Carolina in June, featuring a tethered licence model and an 18% revenue tax.

While the final rules are yet to be approved, the first set released by the regulator in October included a ban on prop-style DFS, following on from similar moves by other states in the US.

Super Bowl LVII saw sportsbooks and states break betting records as operators continue to expand wagering options and additional states started accepting legal bets.

More than 30 states took legal wagers during this year’s Super Bowl, which is expected to be the most wagered-upon individual sporting event of the calendar year. Combined, these states were expected to generate more than $1bn in handle, according to research firm Eilers & Krejcik Gaming, an all-time record.

There were more than 100 million geolocation checks on Saturday and Sunday, a 25% increase from last year’s Super Bowl weekend, according to tracking firm GeoComply. There were more than 100,000 geolocation checks alone in and around State Farm Stadium in Glendale, Arizona, from over 8,000 fan sportsbook accounts.

This was the first Super Bowl held in a state with legal sports betting. The next two Super Bowls will be Las Vegas, the epicenter of American gambling, and then Louisiana, which launched mobile sports betting in 2022.

According to the American Gaming Association, more than 50m American were projected to have placed some sort of bet on this year’s game between the Philadelphia Eagles and Kansas City Chiefs, either through a legal book, an unlicenced bookie, an unregulated offshore site or through a social game such as Super Bowl squares. This year’s game also featured the first legal mobile Super Bowl bets in Ohio, Maryland and Kansas, which shares the Kansas City metro area with Missouri, the Chiefs’ home state.

Here are some preliminary state results as well as highlights from a wide range of leading US sportsbooks:

Top states continue to impress

The nation’s highest-grossing sports betting markets, once again, putting up eye-popping handle totals.

Nevada, once again, led the way, generating $153.2m in handle, though it was less than the $178.9m accepted for last year’s game. Nevada has seen its handle drop as more states legalize sports betting. Caesars’ William Hill app in Nevada, the state’s highest-grossing sportsbook by handle, also crashed midway through the game, hurting overall revenue potential.

New York, the nation’s sports betting handle leader, generated $123.8m in its second Super Bowl with legal mobile betting. New Jersey, the nation’s previous handle leader, saw handle decline from $143.7m for Super Bowl LVI to $109.3m for this year’s game.

Pennsylvania was among the nation’s biggest gainers. Pennsylvania’s handle grew from roughly $68 for last year’s game between the  Los Angeles Rams and Cincinnati Bengals to $84.3m for this year’s game featuring the hometown Eagles.

Sportsbooks set records

The Super Bowl was another success for the nation’s leading sportsbooks.

FanDuel, the US market share leader by gross gaming revenue, accepted roughly 50,000 bets a minute during the peak of Super Bowl action, according to CNBC. This was despite a 23.5% year-over-year decline in spending on digital Super Bowl advertising, per an Eilers & Krejcik report.

The company’s overall all Super Bowl marketing spend this year centered on a “live” field goal attempt by former NFL player Rob Gronkowski.

DraftKings, the No. 2 operator by sports betting market share, increased digital ad spending by 34% for this year’s game, per Eilers & Krejcik. The company spent around $4.5m, which equated to nearly half of all such spending among all sportsbooks for this year’s Super Bowl.

BetMGM, the No. 3 operator by handle, was the only other company to spend more than $1m on digital Super Bowl ads, according to Eilers & Krejcik. Only three other companies spent at least six figures on digital marketing: Caesars ($620,000), Tipico ($530,000) and WynnBet ($252,000).

Caesars and BetMGM, two of the highest spending US sportsbooks, curtained year-over-year Super Bowl digital advertising spend by 74% and 45%, respectively.

Additional companies tout success

Super Bowl LVII was a chance for upstarts and other companies to take part in the “Big Game.”

Prophet Exchange, the nation’s first licensed sports wagering exchange platform, saw more than $1m in matched bets for Super Bowl LVII, its highest-grossing event so far, according to a statement. The platform launched six months ago and is only live in New Jersey.

Kambi, the third-party tech platform for Rush Street Interactive’s sportsbooks as well as Penn Entertainment’s Barstool Sportsbook, recorded its second-highest handle ever during this year’s Super Bowl, per company release. This will be Kambi’s last Super Bowl powering Barstool before Penn integrates its own in-house tech platform later this year.

OpenBet’s sportsbook customers processed more than 13.6m bets during Super Bowl LVII, which encompassed nearly $300m in wagers. At its peak, OpenBet platforms were accepting 65,000 per minute, according to the company.

Major streaming providers still see an average of nearly a minute in delay between on-field play and what a viewer sees, a  new survey finds.

The average lag between an on-field play and the actual presentation at six major US streaming providers was 57 seconds during Super Bowl LVII, a survey from data and streaming integration service provider Phenix found.

“The Super Bowl will be streamed to millions of fans who will chat and text with each other during the game. Unfortunately, with the delays in technology that broadcasters and streaming platforms employ, this interactivity can’t extend far beyond the living room, as it’s supposed to, with fear of spoilers from Twitter or a text from your group chat coming a minute too early,” said Phenix CMO Jed Corenthal in a statement.

“In 2023, there’s no excuse for delays and buffering to impact the viewing experience this poorly, especially for one of the biggest events of the year.”

Survey details

Phenix’s analysis looked at six major streaming providers to monitor their respective latency.

FOX sports’ streaming platform, not surprisingly, had the lowest delay at 23.76 seconds. FOX broadcast this year’s Super Bowl.

YoutTubeTV was second, at 54.14 seconds. DirectTV, at 57.13 seconds, was the only other surveyed provider with under a minute of lag.

The NFL’s streaming platform, NFL+, was recorded at 60.7 seconds. Hulu was clocked at just over 69 seconds while FuboTV had the longest delay among the measured providers at 76.73 seconds.

Phenix CMO Jed Corenthal: “In 2023, there’s no excuse for delays and buffering to impact the viewing experience this poorly, especially for one of the biggest events of the year.”

Phenix collected 167 data points benchmarking latency across six leading streaming platforms on a variety of devices and operating systems, including browser-based and app-based experiences, the company said in a release announcing the data. Phenix benchmarked latency of over-the-air broadcast, cable and satellite against an individual that was watching the game live at State Farm Stadium in Glendale, Arizona.‍

The company then measured the delay from these benchmarked signals to the aforementioned streaming platforms on a variety of devices and operating systems across the US. By combining these measurements, Phenix is able “to provide a more complete picture of the average latency and drift for each of the streaming services behind the action on the field,” the company said in a release.

“Throughout this entire NFL season, users from a variety of streaming platforms have routinely flocked to social media to express their frustration with delays, spoilers, and buffering,” Phenix CEO Roy Reichbach said in a statement. “To be able to stream the biggest game of the year, platforms must effectively control common streaming risks like changing network conditions, viewing surges, and latency – anything otherwise, is simply not fair to the consumer and does a grave disservice to the NFL.”

Sports betting significance

The delays during what is perenially the most wagered-upon sporting event in the US underscore the difficulties American bettors have trying to juggle placing live bets and watching those events stream.

NFL games average less than 40 seconds between plays, meaning that bettors last Sunday would have only had one service, FOX, that could allow them to watch and live bet under that average. Even then, placing live bets and watching the game wagered upon anywhere outside the actual venue itself remains difficult.

Leading sportsbooks can optimize their live lines seconds after each play, but bettors watching virtually all streaming providers see the result of the play after its already been adjusted by the sportsbook. This means following along with a sportsbook’s live lines functions like a spoiler for bettors trying to watch the actual competition.

The inability to watch and bet simultaneously is hurting bettors’ enjoyment of games and sportsbooks’ financial bottom line, Corenthal told iGaming Next before Super Bowl LVII. If, and until, the lag is eliminated – or at least reduced dramatically – bettors will remain frustrated and sportsbooks will leave potentially billions of dollars in handle on the table.

Geolocation specialist GeoComply recorded more than 100 million online betting transactions over the latest Super Bowl weekend, an increase of 25% on last year’s figures.

The company completed the geolocation checks across 23 states and the District of Columbia, where online sports wagering is regulated.

The firm also helped register 7.4 million new betting accounts over the weekend, an increase of 32% year-on-year.

More than 100,000 geolocation checks from over 8,000 sportsbook accounts were made in and around State Farm Stadium in Glendale, Arizona, where the Super Bowl took place.

“Super Bowl LVII was a record-breaking event,” said GeoComply co-founder and CEO Anna Sainsbury. 

“GeoComply data reveals that Americans’ interest in legally betting on the Super Bowl has never been higher. It also showed that many fans at State Farm Stadium embraced their newfound ability to bet while watching the game in person.”

Both the venue and the home regions of the two participating teams had a positive effect on betting activity in their respective states, GeoComply said.

GeoComply co-founder and CEO Anna Sainsbury: “Super Bowl LVII was a record-breaking event. GeoComply data reveals that Americans’ interest in legally betting on the Super Bowl has never been higher.”

Online sports betting is legal in Arizona, where the game took place, while “huge swaths of Philadelphia Eagles and Kansas City Chiefs fans hail from legal sports betting strongholds,” GeoComply said.

The firm pointed out however, that while it recorded 2.2 million sports betting geolocation transactions in Kansas, many Kansas City Chiefs fans are located in Missouri, where sports betting is still not legal.

Some 250,000 attempts to bet from Missouri with operators in regulated states were blocked by GeoComply over the weekend.

The highest volume of bets on a state-by-state basis took place in New York, where some 13.8 million geolocation checks took place over the weekend.

Ohio boasted 12.6 million checks while Philadelphia saw 11.8 million.

The firm said it also spotted and blocked more than 140,000 fraud attempts over the weekend, as the Super Bowl saw an increased number of cyber criminals try to take advantage of customers through account takeovers, ID theft and other financial fraud.

“It’s no secret that online fraud is a growing concern across all forms of e-commerce,” commented Sainsbury. 

“Online sports betting may be a target for fraud, but because every bettor must verify their location, the industry has the data to stop it before it starts. GeoComply is proud to be a cyber security asset to the industry.”

Sainsbury continued: “GeoComply’s unprecedented transaction figures from this Super Bowl weekend reflect the growth of legal online sports betting. This tightly regulated industry emphasises consumer protection, transparency, and accountability. 

“Every state that regulates sports betting is a blow to the predatory black market that operates in the shadows, providing zero safeguards for bettors and no economic benefit to the local community.”

American Gaming Association predictions released last week suggested that some 50.4m Americans – or 20% of the adult population – would place a bet on the Super Bowl.

Eilers & Krejcik Gaming, meanwhile, projected that around $1.06bn in wagers would be placed through regulated sportsbooks, accounting for nearly 1% of all regulated US sports betting handle annually.

Live betting is poised to make up an increasing portion of US sports wagering handle, but it still struggles with the lag between actual live game play and the information available on a bettor’s mobile device. The upcoming Super Bowl, expected to be the most wagered-upon game of the US sports betting calendar, will have more bettors and betting options than ever, but millions of bettors will still deal with lag the limits or prohibits live bets.

Phenix is one of the tech companies working to eliminate this lag for both sportsbooks and bettors. Chief Marketing Officer Jed Corenthal spoke with Ryan Butler of iGaming Next about the practical impact of these delays and what could be done to eliminate them in the future.

 

Ryan Butler: Your company is at the forefront of monitoring the lag between on-field play and that difference between what viewers see on their screens and what bettors see in their sportsbooks. What are some key figures?

Jed Corenthal: “I hesitate to say how we’re going to be this Sunday. But I can only tell you that we were on average about 10 seconds worse in 2022 than we were in 2021.”

“Overall it’s 50 to 55 seconds behind the field of play. We’ve been doing this for a while. And to be perfectly frank, it’s sort of crazy to me that it’s still happening.”

“When we first started, our technology was kind of nascent, and we were still growing, but now we’ve proven scale. In fact, we’re the only ones who have proven scale at real time. And this lag doesn’t have to exist anymore. The 50, 55-second delays, it’s not necessary. It’s very frustrating from a bettor’s perspective.”

 

RB: From your perspective, what does this look like practically for bettors?

JC: “The key is to have it integrated, meaning having the data and the video together. You can go on a lot of sportsbooks today and bet solely on the data being provided through the books’ lines and you’ll be pretty close to real time on the data. But if you have any interest in watching it anywhere then you can’t look at the data because if you look at the game you’re too far behind.”

“We’re at a point now where you’re betting and then you’re watching and you’re not only hoping that the bet that you made comes to fruition but that it actually gets placed.”

 

RB: What does this mean from the sportsbooks’ perspective?

JC: “All the research shows that watching the game while you’re betting drives engagement through the roof. So, ultimately, the sportsbooks are going to have to integrate real-time video into their product to match and sync with the data they’re getting.”

“They’re not there yet. But hopefully, there’ll be enough pressure on them and the data providers like Sportradar and IMG and Genius to change their tech stacks, reduce the latency and make it a ‘watch and bet’ rather than a “bet and watch’.”

 

RB: How does this factor into micro bets and other future forms of betting?

JC: “In-play betting in this country is essentially, ‘will the Warriors score more points in the fourth quarter than they did in the third quarter?’ and time isn’t really as big an issue where there isn’t a latency or delay issue, because you’ve got what seems like half an hour before you see the result. But when you start thinking about the potential of bets like ‘will Steph Curry hit the two free throws that he’s about to go take’ or  ‘will Pat Mahomes throw a touch on the next play?’ there isn’t enough time to change the odds and make that bet.”

“Companies like Simplebet and Betr and some of the others out there that are working on that sort of micro-betting odds and data integration, so it’s going to become more and more prevalent. When you match the video to that, which is what we can do, and now you’re talking about how many more bets can be taken.”

“Now you’re talking about how many more bets can be taken in a game, and you magnify that by ‘zillions’ it’s pretty mind-numbing to think where sports betting handle could go.”

 

RB: What could it look like from a financial perspective if we had true, real-time integration?

JC: “In 2023, we’ll probably see in the neighborhood of $100-$110 billion or more in overall handle, and what percentage of that could increase if we had real-time data and bets with watching in bettors mobile sportsbooks? Could it be a 10% increase? That’s $10 billion right there. I think every sportsbook would sign up for a chunk of that today if they knew that was the case. That’s something that we’re working on to hopefully show them that it is that significant.”

 

RB: How do you think sportsbooks reach that point where they make a substantial push to reduce, and ultimately eliminate, lag?

JC: “I wish it was one thing, but I think it’s going to have to be a bit of a groundswell. And I think there’s going to have to be enough people that go to social media and start complaining about their streams. We’re seeing it already.”

“With the Super Bowl, we’re going to see that increase in bettors, and we’re going to see if people will flood the “Twittersphere,” if you will, and complain about the fact that the stream is 60 seconds behind what is offered on the sportsbooks, or if it’s still buffering or jittery.”

“It doesn’t have to be that case anymore.”

Loving life after being laid off

Bloomberg ran an interesting feature this week on those learning to love being laid off.

US employers slashed more than 100,000 jobs last month, primarily in the tech sector. Reporter Claire Ballentine points out that while getting laid off is often considered a crisis, it can also be quite liberating.

“No regular 9-5 role means more time for hobbies and passion projects, some of which can be turned into new careers. Others are simply catching up on sleep,” she writes.

Profiled in the piece is Bobin Singh, whose reaction to being laid off as a social media producer at an LA-based esports company was one of jubilation.

Now he is free to focus on freelance video editing, especially for short-form videos on TikTok.

Other coping strategies included getting straight back into work, switching to consultancy or booking a one-way ticket to Guatemala.

According to career coach Rana Rosen, employment crises can help people take new risks or embrace changes they may never have otherwise considered.

How many people in iGaming could benefit from a break or a jump outside of our comfort zone? More than many might care to admit.

How do you solve a problem like match fixing?

The Washington Post turned its eye to the murky world of match fixing this week, as journalist Timothy O’Brien examined whether the proliferation of online sports betting in the US brings increased risks for sport integrity.

The author pointed to recent scandals in the snooker world – with 10 Chinese professional players currently under investigation for match-fixing charges – as well as the significant risk of fraudulent betting activity across a wealth of other sports, to show that match-fixing is showing no signs of slowing down.

“Match fixing exists because gambling exists, in much the same way that insider trading exists because the stock market exists,” O’Brien suggested. “It’s where the money is.”

Although it has been taking place consistently for an indeterminate period of time, match fixing is “now more frequent and ubiquitous” according to analysts, thanks to the increased proliferation of online and mobile sports betting.

“Odds and wagers are offered on a global buffet of different sports – and all of them are potentially corruptible,” he said.

The author spoke with representatives from a variety of organisations including Sportradar – which offers one of the gambling industry’s best known anti-corruption programmes – as well as spending time with pro gamblers and Native American gambling operators in the US, to learn more about the world of sport corruption.

And with the Super Bowl coming up this weekend in the US, the growing potential for match fixing has become an increasingly hot topic stateside.

The integrity of the NFL is relatively secure, the author argues, as players, coaches and others within the league are handsomely remunerated and therefore at lower risk of being tempted by the ill-gotten spoils of match fixing.

In other sports, leagues and geographies, however, the allure is all too strong.

The piece points to college leagues in particular, where student athletes who “aren’t properly compensated, remain ripe targets for corruption as the sports gambling boom accelerates.”

“If you needed to design a league that would incentivise corruption, it would be very difficult not to do better than the National Collegiate Athletic Association,” match fixing expert Declan Hill told The Post.

“They don’t get paid, a few of them get their image rights, some of them get scholarships, but those scholarships are, in most cases, instantly voided if they get injured. This is a recipe for disaster.”

So, while the NFL might appear rock solid, the risk of match fixing in sports is going nowhere. And the increasing number of betting options for punters across the US may only serve to make it even riskier.

DAZN’s billion dollar bet on the NFL

A new 10-year deal between DAZN and the NFL – for the rights to stream NFL Game Pass International to customers worldwide – is likely to be worth around $1bn, according to an article released by Forbes this week.

The deal was announced initially by the Hollywood Reporter, but no financial terms were disclosed at that time.

An NFL insider who spoke to Forbes on the condition of anonymity, however, said the deal was likely worth around $100m per season for the next 10 years, bringing the total value of the agreement to an eye-watering sum.

DAZN has distributed the NFL Game Pass in Canada since 2017 and has been the league’s broadcast partner in Germany and Japan since 2016, as well as in Italy since 2018.

Football fans outside the US will be able to watch every league regular-season and post-season game on NFL Game Pass International, including the Super Bowl, from the 2023 season onwards.

The pass also offers access to NFL Network and NFL RedZone programming, as well as a library of NFL Films and NFL Media programming, all available on demand.

According to Forbes: “Last summer, NFL Game Pass was rebranded to NFL+, with the NFL folding free local game live-streaming into the app, allowing fans to see games in their market on a mobile device in addition to catching replays.”

NFL+ also offers other features besides its on-demand content, including out-of-market preseason games and live radio broadcasts of all games.

DAZN said in its 2022 annual review that it has 15 million subscribers, the majority of which are outside of the US.

More than 50m US adults are expected to bet on the upcoming Super Bowl, according to a new American Gaming Association study.

The projected 50.4m American adults set to wager on Super Bowl LVII represents 20% of the adult population. This reflects a 61% increase from the previous record set ahead of last year’s game.

Bettors plan to wager an estimated $16b on Super Bowl LVII across all options, both regulated and unregulated, per the AGA, more than double last year’s estimates. The survey found the same percentage, 44%, of bettors expect to wager on the Philadelphia Eagles as will bet on the Kansas City Chiefs.

The AGA study follows a recent Eilers & Krejcik survey that projects more than $1bn will be wagered through legal sportsbooks on Super Bowl LVII.

The Super Bowl is perenially the most wagered-upon individual sporting event in the US. Many leading sportsbooks offer 2,000 or more bets on the game, including props permitted in certain states such as the result of the coin toss or the color of the Gatorade traditionally dumped on the winning coach.

The AGA survey found traditional sportsbook wagers such as pointspread or moneyline bets are expected to pass casual bets such as Super Bowl squares.

Around 30m American adults will place a traditional sports wager at a retail sportsbook or with a bookie, up from 66% last year. About 28m plan to bet with friends as part of pools or squares contests, a 50% increase from 2022.

“Every year, the Super Bowl serves to highlight the benefits of legal sports betting: bettors are transitioning to the protections of the regulated market, leagues and sports media are seeing increased engagement, and legal operators are driving needed tax revenue to states across the country,” said AGA President Bill Miller in a statement.

The survey was conducted online in conjunction with Morning Consult between Jan. 31 and Feb 1. among a sample of 2,199 adults.

More Super Bowl betting details

The growth in Super Bowl betting comes as an increasing number of bettors have access to legal sportsbooks and industry stakeholders look to hone their responsible gambling measures ahead of the nation’s biggest sports gambling day of the year.

More than seven in 10 traditional Super Bowl bettors report seeing a responsible gaming message in the last year, according to the AGA. The study found Americans age 35 and under are more likely than bettors overall to recall seeing a responsible gaming message and say it is important to wager with regulated sportsbooks.

Despite the proliferation of legal betting options, the majority of bets placed in America on the Super Bowl – and sports overall- are projected to be placed with unlicensed bookies or unregulated offshore sites.

“As interest in legal sports betting continues to expand, the gaming industry remains committed to responsibly delivering world-class entertainment, educating consumers about how to bet responsibly, and combating illegal gambling as we work to build a safe, competitive and sustainable legal market for all,” Miller said.

US sports betting growth

Thirty-three states, Puerto Rico and Washington DC will take bets on Super Bowl LVII. Ahead of Super LII in 2018, only Nevada accepted legal sports bets.

Nebraska and Maine have also legalized sports betting but are not set to open their first sportsbooks in time for this year’s Super Bowl. Massachusetts has three retail sportsbooks open now but won’t launch mobile books until March.

Since last year’s Super Bowl, Ohio, Maryland and Kansas have started taking online sports bets. Online wagering makes up more than 90% of total handle in states that have both mobile and in-person options.

Texas, Minnesota, Missouri and Georgia are among states considering sports betting legalization measures this year. Industry experts believe at least 40 states with have some form of legal sports betting by 2025.

As of this year’s Super Bowl, 146m or 57% of American adults live in states with live, legal sports betting markets, per the AGA.

The Super Bowl is expected to bring in $1.06bn in betting handle, according to research firm Eilers & Krejcik Gaming (EKG).

The Super Bowl, the annual championship game of the National Football League (NFL), which is taking place next Sunday (13 February), is the largest betting event for the US sports betting industry.

It accounts for nearly 1% of the total annual handle of the industry.

EKG projected that Nevada will have the largest share of the nationwide Super Bowl betting handle, estimated at 15%. New York is expected to have the second-largest share of handle at 11%.

Pennsylvania, home of the Philadelphia Eagles who are competing in the showpiece, is likely to come next at 9%, while Kansas, home of their opponents the Kansas City Chiefs, is predicted to make up 4.4%.

Customer acquisition opportunity

EKG said it did not project revenue given the inherent volatility of the match.

Moreover, the firm highlighted that the Super Bowl is primarily a customer acquisition opportunity for sports betting operators.

The research firm stated that “making money is not necessarily the core aim of the game” and that the “Super Bowl is mainly an opportunity to acquire casual customers who can be cross-sold or reactivated next NFL season”.

EKG predicted that between 10% and 15% of Super Bowl online handle would be wagered in-play.

The firm noted that the low in-play betting mark is due to the high number of recreational customers who prefer pre-match betting, particularly during the Super Bowl.

Same game parlays

Additionally, the research firm predicted that 15-20% of the handle would be placed through same game parlays.

It is believed that the percentage may be closer to 25% at FanDuel and slightly lower at DraftKings.

However, EKG said the estimate for same game parlays during the Super Bowl is lower compared to a typical NFL weekend.

This is due to the expected heavy bets on core markets and the lack of other games to wager parlays on.

Online betting activity skyrocketed in the US at the start of the new NFL season due to the growing number of legal betting options.