Gambling in the United States is undergoing a huge revival. However, it is doing so against quite a fragmented backdrop. Each state has its own laws on gambling. These can range from states that do not allow any gambling at all to those that allow sports betting, to others that allow all gambling, except online casinos. Changes are happening quickly, and below, we look at the trends in gaming and gambling as the US adapts to the new status quo.
Celebrity Gambling Endorsements
To date, there are only seven states that allow online casino gambling, though many others allow the use of online sportsbooks. The result is that competition over the topย US gaming appsย operating in these states is fierce.ย However, none of these laws are set in stone. States often change their policies, especially when they realize how much can be made in tax revenues from gambling. Missouri is the latest state to change its laws on online gambling and casinos. As of November, it will amend its constitution to allow sports betting online. It has 22 licenses, and each of its casinos has the ability to apply for one. This signals a shift, and it may not be long until an online casino is granted permission to operate in the state.
One trend that has been apparent in the sphere of online casinos and sportsbooks has been the increasing use of celebrity endorsements. These have been to promote gambling at big events such as the Superbowl, but have even been down to the use of licenses on slot games.ย This is no new concept. You may be surprised to see the list of celebrities that have endorsed slot games. At one point, even Ellen Degeneres had her own slot machines on Vegas floors. Yet over the past few years, this link between celebrities and gambling has become even more apparent.
No one has embodied this more than rap superstar Drake. He has always been vocal about his hobby, often posting about his wagers on social media. One of his most famous was a $200,000 bet on the Golden State Warriors. Yet it is his affiliation with crypto gambling company Stake that gives more of an indication as to the path celebrity endorsements may take.
He first partnered with them in 2022. Rumors were abounding that he was set to earn $100,000 a year from the collaboration. He even references the company when he talks about his bets on Instagram. He has also streamed live content for them, showing their casino games in play.
Streaming Games
Another gaming trend has been the rise ofย streaming contentย focused on casino games, be it from celebrities, influencers, or members of the public. Most of this has taken place on the platform Twitch, which recently revised its rules on gambling content to better come into line with more US state laws.
The problems seem to arise from content based outside the US, being offshore casinos that people can access but that are not technically legal. Those streaming from a state where online casinos are illegal and using offshore operations were technically breaking the law.ย Twitch revisedย its terms to prevent the use of unlicensed operators from streaming on the platform. This has led to many streamers, such as Trainwreck, moving to countries like Canada where laws are more relaxed.
Whatever Twitch decides to do, this just shows the demand for content is there. This is nothing new, with poker games having a long history of being streamed on the platform. Just like people watch others playing games such as Grand Theft Auto or Fortnite, they also enjoy watching people gamble. As the popularity of online gambling increases, so will those who want to watch it.
New Era of Gambling Games for Younger Demographics
One more trend is the movement toward games that are easier to play and access and have a much more casual approach. This is generally believed to be a play to attract the younger demographic of 25โ35-year-olds that tend to elude the sphere of online gambling and casinos.
This is being done through two methods. The first are changes to existing games to bring them more in line with modern, quick-play titles. Mississippi Stud is a perfect example. In a rapid form of poker, players must bet on a hand of five cards against a paytable. Unlike other variations, they play against a dealer and not other competitors.
The second method is through totally different game types. Aviator is the most famous of these, a runaway success created by Spribe Studios. It involves betting on the trajectory of an aircraft, which is determined by a random number generator. The longer players hold their nerve and their wager, the more a multiplier increases it. However, if they don’t cash out in time, they lose their bet. With an easy premise and plenty of social features, it is as far from the traditional gambling game as you can get and has been a massive hit.
The culture of celebrity endorsements, streaming, and simpler, quick games shows one thing: The online gambling audience is looking for a younger audience. It is shifting to the millennial demographic, and you can expect this to increase in the future.
