U.S. Online Bettors Spend More, Lag in Loyalty
The United States online gaming market is characterized by high player spending but lower sustained engagement compared to global trends. An Optimove report, covering data from September 2024 to September 2025, found that U.S. players deposit nearly double the amount and wager 3.5 times more on casino games than the global average. Despite this high-value activity, American players show fewer monthly activity days and a slightly lower retention rate.
Casino Spend Drives U.S. Market Value
The most significant divergence between the U.S. and international markets is in casino wagering.
- The average U.S. player wagered $7,674 per month on casino games, which is over 3.5 times the global average of $2,105.
- The 12-month trailing average for deposits in the U.S. was $536, nearly double the global average of $279.
- The U.S. casino bettor base grew by 21% year-over-year, while global growth remained flat at 1%.
U.S. deposit amounts show high volatility, peaking at $617 in July 2025 before a sharp decline. In contrast, the global deposit average remained stable around the $280 mark.
Sports Wagering and Seasonal Volatility
U.S. sportsbook activity is marked by seasonal spikes tied to major sports leagues.
- The 12-month average for U.S. sports betting was $957, compared to the global average of $531.
- Sports betting volumes saw sharp dips during the summer and a clear rebound in September with the start of the NFL season.
- The number of active sports bettors saw a strong rebound in September 2025, jumping to 113% of the baseline from 68% in August.
Despite the September rebound in player count, the average U.S. sports bet amount dropped steeply to $695 from $1,011 in August.
The Engagement Challenge
While U.S. players spend more, they are less engaged with the platforms over time.
- The global market maintains a slightly higher average customer retention rate of 69%, compared to 66% in the U.S.
- Global players are consistently more active, averaging 8.6 activity days per month compared to 7.6 days for U.S. players.
The data for September 2025 presents a notable paradox for the U.S. market.
- Player growth surged across both casino (121%) and sports (113%).
- The retention rate reached a record-high of 76%.
- However, this was accompanied by a sharp decrease in average deposits and betting amounts.
This paradox suggests an influx of new, lower-value players entering the market. Operators face the ongoing challenge of converting these high-spending but less-engaged customers into loyal, long-term bettors. The high volatility and spending disparity confirm that the U.S. market operates on a distinct model, one heavily reliant on high-value casino play and seasonal sports betting cycles.
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