On one hand, there is competition for consumers' attention and money. On the other, it's possible to leverage synergies between casino games and sports betting to boost engagement, loyalty, and revenue.
That’s why, in this article, inplaySoft explores how online casinos can not only survive, but thrive in the era of sports betting.
The boom of sports betting
In the United States, for instance, since the Supreme Court overturned PASPA in 2018, sports betting has grown exponentially.
By the end of 2024, more than thirty states had legalized sports betting in some form. According to the American Gaming Association (AGA), Americans legally wagered over US$120 billion on sports in 2023, up from US$93 billion in 2022.
In Brazil, according to the Central Bank, around R$20 billion (US$3.5bn) per month was spent on online sports betting last year, totaling approximately R$240 billion (US$43bn). In the first months of 2025, with regulation in place since January, monthly spending rose to between R$20 billion (US$3.5bn) and R$30 billion (US$5.4bn).
Globally, according to Statista, the sports betting market was valued at US$84 billion in 2023 and is projected to reach US$180 billion by 2030. This growth is driven by the increasing use of mobile betting apps, live in-game betting, and growing acceptance of betting as part of sports culture.
Impact on online casinos
At first glance, the growth of sports betting platforms might seem harmful to online casinos, as it could theoretically divert traffic and revenue. In practice, however, the overlap between sports bettors and casino players is significant. A 2023 report by Eilers & Krejcik Gaming found that over 70% of online sports bettors also play in online casinos.
So, rather than cannibalizing casino games, sports betting can act as a gateway to the iGaming universe. It draws in new users, encourages more frequent visits, and keeps players engaged during off-peak casino hours.
Strategies for online casinos
Some strategies online casinos can adopt to thrive in the sports betting era include:
Cross-sell
One of the most effective ways for online casinos to benefit from sports betting is through integrated cross-sell strategies. Operators that offer both products under the same brand can guide sportsbook users to casino games with tailored promotions.
For instance, sportsbook users might receive 10 free spins on slot games after betting R$250 on a match. This low-friction introduction can help users become familiar with casino games. According to a 2023 Gambling Compliance study, cross-sell campaigns have a 20% to 25% conversion rate, making them among the most efficient acquisition strategies.
Gamification and loyalty programs
The sports betting boom has brought higher levels of gamification, such as live rankings, missions, and achievements. Online casinos can adopt and enhance these concepts to keep players engaged. Offering reward points that accumulate across both sports betting and casino games can increase perceived platform value.
On some platforms, points earned in slots, blackjack, or sports betting can be exchanged for hotel stays, meals, or entertainment. Integrating loyalty programs across verticals can increase lifetime player value by up to 30%, according to a 2022 Optimove study.
Synergy between live dealer games and live betting
Live dealer casino games build a bridge between the real-time excitement of sports betting and traditional casino gameplay. These games are growing in popularity, with the global live casino market projected to grow from US$8 billion in 2023 to US$14 billion by 2027, according to Statista.
Another idea is to align promotions with sports events—like offering a “Lightning Blackjack” bonus during halftime or creating sports-themed casino environments.
Personalized marketing and data analysis
With the use of AI and machine learning, operators can analyze user behavior and offer personalized promotions. If a user often bets on the Brazilian Championship, for example, they can be offered casino promotions on non-match days. According to McKinsey, personalized campaigns deliver 5 to 8 times more return than traditional ones and boost conversion rates by over 50%.
Responsible gaming
As sports betting receives more regulatory scrutiny, online casinos must also prioritize responsible gaming. Tools like self-exclusion, deposit limits, and real-time monitoring of risky behaviors are essential for long-term sustainability.
Operators that proactively invest in responsible gaming reduce regulatory risk and build user trust. According to the National Council on Problem Gambling, 57% of players prefer platforms that promote responsible gaming. Integrating these tools across both sports betting and casino products helps build a safer environment, protecting users and brands alike.
Leveraging mobile
Mobile devices dominate the iGaming sector. In many markets, more than 80% of online casino revenue comes from mobile. Since sports betting mainly happens via apps, there’s an opportunity to insert casino games into "micro-moments"—those small pauses between matches or plays.
For instance, apps can suggest a quick three-minute roulette session while a user waits for the second half of a game. These short engagements, though small, significantly impact user retention and revenue over time.
Innovation and content variety
Finally, online casinos can create slot games themed around major sports events, skill-based games, or hybrids combining trivia and betting to attract the same audience that enjoys sports betting.
This kind of diversification appeals to players seeking more than just roulette and cards. The global iGaming software market is expected to grow at a compound annual rate of 12% through 2030, underscoring the need for continuous innovation.
A future of synergy
The sports betting boom isn’t a threat to online casinos—quite the opposite. Operators that integrate their sportsbook and casino offerings, use data wisely, enhance mobile experiences, and prioritize responsible gaming won’t just survive—they’ll thrive.
With over 70% audience overlap, personalized cross-sell strategies, and increasingly digital-savvy consumers, the potential for online casinos is immense.
As the lines between casino and sports betting blur, the most successful operators will be those that think holistically and deliver a compelling, trustworthy, and complete ecosystem.
inplaySoft Solutions inplaySoft provides solutions for all types of iGaming platforms, from sports betting to online casinos. We also offer powerful cross-selling tools to help players explore beyond the sportsbook—making it easier to engage with casino games, leading to deeper user experiences and more effective growth journeys for platforms.
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Source: inplaySoft
