US Gambling Market Report 2024

US consumers have spent a record amount on gambling. And, with growth forecasted to continue, brands in gambling must stay relevant to capture attention in this competitive industry. This gambling market report provides consumer data and relevant opportunities to drive engagement. Below, we’ve provided the core topics analyzed and hand-selected findings from the report.

Core Topics Analyzed

• Gambling industry market size and forecast, overall as well as casino gambling, lottery, and pari-mutuel betting.*
• How economic and legal changes can affect the future gambling landscape.
• The LGA (legal gambling-aged adult) segments driving growth in various areas of gambling.
• Younger gamblers’ demands regarding the gambling experience, loyalty, and concerns about the industry’s effects.
• How casinos and lotteries are spending their digital ad budgets.
• Opportunities to stand out in the crowded field of betting.

*note that sports betting is covered extensively in Mintel’s sports betting market report.

US Gambling Market Overview

With record spending, the gambling industry has stepped up to show that it has both recovered well from the pandemic and can sustain in times of high inflation, even when consumers might be more wary about leisure spending. A soft landing is still possible, and forecasted market size growth reflects this.

Gambling Market Trends

Which demographics are driving growth?

The future of gambling in the US is being shaped by younger legal gambling-aged adults (LGAs). This is true for both casinos and iCasinos, with strong growth also in sports betting. iGaming will be important as it continues its rapid growth trajectory and contribution to gambling revenue. On the flipside, lotteries are struggling to attract younger LGAs. While moving toward online might help, it’s important to address LGAs’ secondary motivations.

Motivations for gambling

The idea of winning money remains the main motivation for gambling. Yet, appealing to secondary motivations like excitement and fun will be the key to success for different types of gambling. With this in mind, outlets should relate the exciting aspects of their games beyond simply winning money; the games need to be inherently fun to play.

What’s Next for Gambling?

Event travel is a key trend among younger consumers, as over 80% of Gen Z and Millennials cite a live event as the main reason for taking an overnight trip. Casinos with event venues are poised to take advantage of this by focusing on hosted events like concerts and festivals in their advertising.

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Meet the Expert

Mike joined Mintel in 2018 as a Travel & Leisure Analyst. Mike writes primarily about consumers’ travel preferences, building on his professional background at Groupon Getaways and Travelzoo, as well as his personal passion for travel.

The gambling industry is strong, with Gen Z and Millennials representing much of the growth in participation. Catering to their needs is key to keep things rolling.

Mike Gallinari
Senior Travel & Leisure Analyst