#G2E

What Does the Future Hold for iGaming?

by David Klemt

A laptop next to a roulette wheel, surrounded by poker chips, dice, and playing cards

Like this, but in your pocket, basically.

With so many states legalizing sports betting, the next frontier appears to be Internet gaming or “iGaming.” So, why is it taking so long to move forward?

It seems like a no-brainer, right? Consumers are carrying the internet around with them in their pockets and on wearables. If it’s good business to meet consumers where they are, giving them the ability to place bets online makes sense.

Further, commercial gaming is worth about $60 billion in the US alone. And depending on the source and how we define the term, around 60 percent of adults in America gamble at least once per year. That number climbs to perhaps as high as 85 percent for adult Americans who gamble at least once in their lifetime.

So, those are all impressive numbers. Tens of billions of dollars, hundreds of millions of potential bettors… Intriguingly, tens of millions of Americans plan to bet on the current NFL season.

Per a 2023 Global Gaming Expo panel, iGaming generates nearly $6 billion in revenue annually. Panelists posit this form of gaming will generate $30 billion if and when casinos embrace it.

Incredibly, iGaming, in the handful of states where it’s legal, is generating similar revenue to traditional gaming. This is notable because it hasn’t taken decades to achieve.

Then, there’s sports betting. If sports betting is now legal in dozens of states throughout the country, why isn’t iGaming legal in most of the country as well? Interestingly, the answer to that question ties into sports betting.

iGaming and the current evolution of sports betting are two topics I’m just starting to really dive into. So, I’ll do my best to share what I’m learning accurately and with actionable information.

Slow Progress?

On May 14, 2018, the Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA) of 1992. With PASPA gone, sports betting is legal in more than 30 states and Washington, DC.

Additionally, legislation to legalize sports betting has been introduced in more states. So, we can expect this form of betting to gain traction in more of the country.

Ironically, it’s the explosion in sports betting over the past five years contributing to the slow progress of iGaming.

Simply put, according to Howard Glaser of Light & Wonder, is that dozens of states just agreed to legalize sports betting. During the G2E panel he moderated, Glaser explained that it’s not a wise idea to now approach the same governing bodies and say, “Hey, we forgot to add iGaming when we asked you to legalize sports betting. Can you throw that in now?”

Another item to consider is the fear of casinos in cannibalizing their existing business. Other factors are responsible gaming (who’s keeping tabs on a bettor’s behavior if they’re behind a screen?) and the illegal or “invisible” iGaming market.

So, for now at least, iGaming is legal in just eight states: Connecticut, Delaware, Michigan, Nevada, New Mexico, Pennsylvania, Rhode Island, and West Virginia. However, Nevada isn’t even in the regulatory stage yet, and Rhode Island won’t launch iGaming until some time in 2024.

According to Anika Howard, the president and CEO of WONDR Nation and a guest on Glaser’s G2E panel, Connecticut is further developing iGaming regulations.

Now What?

For now, we wait and watch. Connecticut and New Jersey appear to be leading the way for iGaming in the US. However, the G2E panel notes that the US is far behind the UK when it comes to iGaming.

In fact, Howard says that when it comes to this category, the US is learning from the UK and how they approach it.

Further, the panel appears to agree that many people in the industry have their eyes on Nevada. There’s a belief that industry professionals in Nevada are taking their time so that when they launch iGaming it will be of great benefit to the state of Nevada’s overall gaming industry rather than a threat.

In other words, when Nevada goes live with iGaming, the state will likely be the country’s leader. That is, of course, speculation. After all, New Jersey legalized online casinos back in 2013.

However, the legislation that made online casinos legal in the state expires in November. I would expect there’s already a plan in place, and New Jersey may remain as the iGaming leader for some time.

For now, operators who want in on the iGaming action can plan ahead. One way to do this is to secure their iGaming domain (or domains) so that when it goes legal, they’re prepared.

It’s logical to expect more iGaming dominos to begin to fall in 2024, and for even more to topple in 2025. Are you ready?

Image: Aidan Howe on Unsplash

The Intersection of Streaming and Sports Betting

by David Klemt

The popularity and ubiquity of sports betting is exploding throughout the US, and its seemingly inescapable presence is due in large part to streaming.

This is one topic we learned about during our first visit to the Global Gaming Expo, also known as G2E.

It’s true that gaming and hospitality are two distinct, different industries. However, they’re inextricably connected. And with gaming platforms and mobile devices making it even easier to place bets on sports, that connection is only getting stronger.

Now, I’m going to take a moment to make my relationship with gaming clear. First, I’m not an expert on the industry. Second, I rarely partake in gaming even though I live in Las Vegas. I’ll throw the odd twenty into a small handful of specific slot machines, but that’s the extent of my gaming experience. I think it has been a decade since I last played craps.

So, I’m going to do my best to share what I learned during G2E. The show is an educational experience for me, and I feel that hospitality business operators can benefit from its sessions.

As far as the hospitality-gaming relationship, however, I certainly believe they’re complementary industries. This is absolutely true in Las Vegas, and it’s true in other markets as well. If casinos weren’t aware that hospitality is crucial to keeping guests returning and risking their cash on games, they wouldn’t bother focusing on dining, drinking, nightlife, and other hospitality amenities.

I’m also confident saying Las Vegas in particular wouldn’t have generated nearly $15 billion in 2022. And casinos throughout America wouldn’t have generated over $60 billion last year.

In summary, the connection between hospitality and gaming is what drew me to G2E this year.

Watershed Moments

One of the sessions I attended was “Streaming X Sports Betting: The Future of Engaging Gen Z.” Adam I. Kaplan, the chief operating officer of SportsGrid, was the speaker.

SportsGrid, I’ve since learned, is a multimedia sports betting network. According to Kaplan, the ad-supported network is available on more than 40 platforms and accessed by millions upon millions of mobile devices

Users can access SportsGrid 24/7 via smart TV or their dedicated app. Additionally, people can stream SportsGrid via other platforms, such as:

Roku;
Prime Video;
YouTube TV;
Sling;
Freevee; and
Plex.

Per Kaplan, we can trace the creation of SportsGrid to two genesis points: the creation of Napster, and the introduction of the iPhone.

The launch of Napster in June of 1999 was, of course, a watershed moment. And its influence on society is undeniable. According to Kaplan, the platform’s influence included the belief that content should be free.

When the iPhone hit the scene in January of 2007, it, too, was a massive milestone. Part of its success, as Kaplan pointed out, was how easy it made for users to engage with content.

Taken together, Napster and the iPhone have “taught” people that content should be free and easy to access. And their launches have led to the rise of iGaming and sports betting.

Sports Betting Repeal Day

Like hospitality, sports betting has their own Repeal Day. Whereas bars and restaurants celebrate on December 5, gaming would celebrate May 14.

That’s the day in 2018 that the United States Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA) of 1992. Essentially, PASPA banned sports betting in the US, with narrow exceptions for four or five states.

When PASPA was overturned on the basis that the act violated the Tenth Amendment (states’ rights), several states made moves to legalize sports betting. Currently, sports betting is legal in some form in more than 30 states and Washington, DC.

During the five-year period following the end of PASPA, sports betting has gained massive traction throughout the US. Several publications report that the NFL in particular sees the most betting action.

According to the American Gaming Association, 73 million Americans plan to bet on the 2023-2024 NFL season specifically. That’s up from 46 million in 2022, a huge leap.

Of all adults who said they’d bet on sports this year, 14 percent (more than 35 million people) plan to place their bets online.

Per SportsGrid’s Kaplan, people aged 40 and under—so, Millennials and legal-age Gen Z—make up the majority of sports bettors. Looking at sports betting as an engagement driver, businesses should see the opportunity to attract sports bettors as customers and keep them loyal.

Skin in the Game

As Kaplan points out, one reason that sports betting drives engagement is the sense a bettor has of having “skin in the game.”

Well, they aren’t the only people who want skin in the sports betting game.

Since PASPA ended, hospitality venues across the country have attempted to get in on the sports betting phenomenon. This makes perfect sense, particularly for sports bars.

What operator in that space wouldn’t love the ability to stream content from a platform like SportsGrid, FanDuel TV, or DraftKings Network, with their guests permitted to place bets while inside the venue, legally?

That opportunity could prove incredibly lucrative, generating significant traffic and sales. And that’s to say nothing of the marketing, promotions, and guest loyalty opportunities. Think of what legalized on-premise sports betting could do to attract fantasy sports league participants…

Additionally, venues that can stream sports betting content and encourage betting on-premise (again, legally) could prove incredibly popular with one of the age groups operators focus on the most: the 21- to 34-year-old segment.

So, it appears one of the next frontiers for hospitality is pushing for the legalization of sports betting on-premise. Operators in favor of guests being allowed to place bets while onsite can either wait and see or actively engage their lawmakers.

What a time, eh?

Image: Adrian Curiel on Unsplash