How can you benefit from adding sports betting to your casino?

The online gambling industry has boomed in recent years. Fuelled in part by technological developments and optimised mobile devices, and by increasing legalisation and regulation in global jurisdictions, online casinos have flourished and now account for the largest sector in the overall gambling industry. While online table and slots games are as popular as ever, more and more casinos have begun to integrate sports betting services with their platforms. Sports betting is one of the oldest and most popular forms of gambling and there are a number of ways that you can benefit from adding sports betting to your casino. Read on to find out more.

New Markets and Demographics

Successfully identifying and targeting the right markets and customer demographics is essential for the success of any modern business. Casinos are no exception, they must be able to effectively appeal to their intended markets to attract and retain customers and players.

To do so, many casinos take a open, general approach. By offering players a wide selection of games with various themes, styles, formats, and prizes, they hope to attract a broad audience made up of players from all walks of life. On the other hand, some casinos use a more specialised method. For example, some may focus on live dealer casino games in an attempt to attract players who are looking for realistic immersive gaming experiences, while some will focus on slots to attract slots fans.

If you choose to add sports betting services to your casino, you will give yourself the opportunity to attract an entire new market to your platform. Much like some slots players will not bet on sports, many sports bettors will not wager on other types of gambling. Adding sports betting will drive traffic to your casino and will help you see greater profits and revenues.

Special Events and Occasions

Almost every global sport revolves around a few major events, with smaller events and tournaments held throughout the rest of the year. Some of the obvious examples include the World Cup, the Six Nations, the Superbowl, and Wimbledon.

These events can offer unique opportunities for your casino. Marketing strategies can be tailored and optimised to reflect ongoing or upcoming sporting events, which can help attract players looking to wager on the event to your casino.

Tournaments like the World Cup are major global events and offer a range of opportunities for casinos. The tournament will attract both new and regular gamblers, so ensure your marketing and advertising campaigns are focused on targeting these demographics.

Exclusive Promos and Offers

Choosing to add sports betting to your online casino will also give you the opportunity to implement unique promotions, offers, and bonuses for customers.

Welcome offers such as free bets can work to attract new customers, while reward and loyalty systems can help you retain the players you already have. Seasonal promotions that run concurrently to sporting seasons can work to ensure customers return to your platform for each game, while special offers to celebrate major events are effective at driving new business.

While it’s important to include major sports like football, tennis, and horse racing, running markets on niche or specialised sports can be a good way to set yourself apart from the competition and attract customers from outside of the mainstream sports teams and leagues.

It’s Only Going to Get Bigger

The sports betting industry is already enormous, so it may come as a surprise to learn that it is only expected to get bigger in the near future. In 2018, the US Supreme Court lifted the federal ban on sports betting, which opened the floodgates and allowed the industry to expand all over the country.

More and more states are continuing to legalise sports betting after realising the benefits for the economy and employment rates that it can offer, resulting in exponential growth for the industry as a whole. Previously only allowed in Nevada, sports betting is now seeing widespread acceptance across the US and is attracting more players than ever before.

To take advantage of this burgeoning industry you should strive to add sports betting services to your casino. It is one of the most effective ways to maximise your business and boost your profits.


While sports betting has always been a popular form of gambling, the industry is subject to much media attention currently due to its rapid expansion in the US. The sector is expected to see continued growth as more states legalise the activity.

Adding sports betting to your casino will offer your business a range of benefits. It will give you access to new, untapped markets and demographics, will allow you to take advantage of major global sporting events and occasions, and can help you boost profits through the implementation of unique promos, offers, and bonuses.