The US iGaming Landscape: A Comparison Between American Markets
The online gambling journey across the Americas reveals two distinct paths, shaped by how mature each market is and what its players are looking for. North America, with the United States leading the charge, is a big, established market raking in serious cash. Meanwhile, South America is really picking up steam as a fast-growing region, with Brazil stepping up as a major player.
Here at CasinoRank NZ, we've put together a deep dive into market size, how often people are playing, what games are a hit, and who the big providers are, to see where the real action is happening and what's shaping the future of online betting for Kiwis.
A Look at the US Market
There's a clear difference between the online gambling scenes in North and South America. In 2024, North America's online gambling sector brought in around US$25 billion in gross gaming revenue (GGR). The US alone chipped in about US$22–23 billion from sports betting and online casino action. South America's market, on the other hand, was much smaller at US$1–2 billion, but it's booming right now – expected to grow at a solid 13.7% per year between 2023 and 2028.
According to info from Grand View Research, North America pulls in nearly 20–25% of the world's online gambling revenue, sitting just behind Western Europe's biggest slice of 36%. While South America's share is still modest, its growth is accelerating, helped by more countries opening up to regulated gambling.
Who's Playing in NZ? Player Demographics
While the US online gambling scene is growing, it's still mostly younger, tech-savvy players leading the charge. The most active lot are typically aged 25 to 44 – a generation that grew up with all this digital wizardry. They're comfortable hopping between apps and checking out all sorts of online entertainment, including a punt.
Younger players (25–34) are especially keen on quick, mobile-first experiences. They often go for sports betting, esports, and fast-paced games like crash or live slots. It’s all about that quick thrill that fits into a busy Kiwi lifestyle.
Meanwhile, the slightly older crowd (35–54) tends to enjoy more traditional casino games like blackjack, poker, and roulette. They often appreciate the strategy involved and aren't in such a rush.
No matter their age, Kiwis playing online value trust, a secure platform, and easy payments. Of course, some are in it for the excitement, others for a potential win, and many just to kill some time or have a yarn online. As the market here in New Zealand matures, sites are getting better at offering stuff that suits everyone's tastes.
Top Gambling Spots in South America
South America's online gambling market is going through a massive growth spurt, even if it's starting from a smaller base than up north. Reports suggest the Latin American online gambling market could hit around US$13.48 billion by 2030, growing at a compound annual rate of 10.4% between 2024 and 2030.
Brazil: The Big Kahuna
In 2024, Brazil's online gambling market is estimated to be worth about US$9.69 billion, making it one of the biggest and most exciting in Latin America. With online sports betting and casinos recently getting the nod and licensing, there are heaps of opportunities for local and international operators. Football (soccer) is king here, and a huge chunk of Brazilians love to have a punt on it online – it's a national passion.
Argentina: Keen Players
Argentina's online gambling market is valued at roughly US$3.80 billion. The sector's growth is largely thanks to new rules and tech making digital gaming easier and safer to access. Player numbers are also on the rise across the country, with more and more platforms offering a smorgasbord of gaming options to suit everyone.
Colombia: Leading the Pack with Regulations
Colombia's online gambling market is worth around US$2.01 billion. Thanks to its proactive laws and solid regulatory setup, Colombia is a regional leader in iGaming. This forward-thinking approach has created a safe and stable environment for both operators and players, attracting major international investment and cementing Colombia's status as a mature and promising market in Latin America.
Top Gambling Markets Down Under and North America
The US online gambling scene has been a major driver since PASPA was repealed in 2018. By 2024, over 30 US states had legalised sports betting, with seven offering regulated online casinos. This has created a buzzing market, generating US$14 billion from sports betting and US$8 billion from casino action alone.
Around 54 million Americans are having a punt online on sports. Online casino games bring in 38% of the US online gaming revenue, showing a good mix of player interest. Canada also plays a part, with Ontario alone making CAD$1.4 billion and having over a million active accounts in its first year of regulation. Here in New Zealand, we're seeing steady growth in online casino play and sports betting too.
US: The Market Leader
In 2024, the US online gambling market was valued at approximately US$16.56 billion, making it one of the most mature and dynamic markets in the Americas. The rapid growth has been spurred by the widespread legalisation of sports betting across many states, plus the ongoing expansion of online casino options. Key trends include the growing popularity of mobile betting and live in-play wagers, allowing players to bet in real-time during events. AI tech is also increasingly being used to improve player experiences and platform safety, signalling a new wave of innovation in the US iGaming scene. This shows the potential and innovation happening across the Americas, with NZ players benefiting from these advancements.
Canada: Regulated and Growing
Canada's online gambling market is tipped to hit US$4.19 billion in 2024, showing solid growth thanks to key regulatory shifts. The legalisation of single-event sports betting in 2021 and provinces starting to regulate online gaming platforms have created a more structured and secure environment. This regulatory clarity has encouraged participation and innovation. Canadians are also showing more interest in online casino games, poker, and sports betting, a trend boosted by mobile device use and reliable payment options.
Mexico: Emerging Opportunities
Mexico is one of the biggest iGaming markets in Latin America, with real-money gaming generating an annual turnover comparable to Brazil, exceeding US$10 billion. The country's strong market performance is driven by a large and engaged user base, plus a deep-rooted love 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 enjoying digital betting and casino platforms.
Kiwi Favourite Games: What's Hot?
How Often Kiwis Play Online
Kiwis are keen online gamblers. In NZ, it's estimated that a good number of players are hitting their favourite casino sites weekly, with a solid percentage playing multiple times a week, or even daily. While specific local data on daily active users is evolving, the trend mirrors high engagement seen in other regulated markets.
New Zealand players are definitely enjoying online casinos, and the average spend figures are catching up to global averages as the market here continues to expand and offer more variety.
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.
