Every year, the Super Bowl serves to highlight the benefits of legal sports betting. Over 50 million American adults are expected to place a bet on Super Bowl LVII, with traditional wagers expected to exceed casual bets on the game for the first time, according to research from the American Gaming Association (AGA).
The AGA estimates bettors will place $16 billion in wagers on Sunday’s matchup between the Kansas City Chiefs and the Philadelphia Eagles. That’s more than double the $7.6 billion AGA estimated would be bet on last year’s Super Bowl.
The association also expects a record 50.4 million American adults will wager on this year’s Super Bowl — a 61% increase over the number of bettors from Super Bowl LVI between the Cincinnati Bengals and the Los Angeles Rams.
AGA’s survey included a graphic that showed handle from legal sports betting on the Super Bowl grew from $159 million in 2018 (Super Bowl LII) to $950 million in 2022 (Super Bowl LVI) — a nearly five-fold increase over a four-year period.
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AGA: 38% of Bettors Will Use Online Sportsbooks
With sports betting now legal in 33 states and the District of Columbia (DC), the number of traditional wagers on the Super Bowl is expected to be higher than casual wagers for the first time ever.
The AGA expects 30 million American adults to either place a wager with a legal online sportsbook, a retail sportsbook, or an illegal bookie — up 66% year-over-year (18.2 million).
Meanwhile, the AGA expects 28 million to bet casually with friends or as part of a pool or squares contest — a 50% increase from 2022 (18.5 million).
Broken down by method, the association figures that 38% of the 50.4 million expected to wager on the game will do so through an online sportsbook. Betting casually among friends was next at 34%, followed by pools/square contests (26%), retail sportsbooks (18%), and illegal bookies (13%).
“Every year, the Super Bowl serves to highlight the benefits of legal sports betting,” AGA President and CEO Bill Miller said in a statement Tuesday.
“Bettors are transitioning to the protections of the regulated market, leagues, and sports media are seeing increased engagement, and legal operators are driving needed tax revenue to states across the country.”
Kansas and Ohio have launched online and retail sports betting since last year’s Super Bowl, while Massachusetts has launched retail sports betting.
The AGA said 57% of American adults (146 million) now live in a jurisdiction with a live, legal sports betting market.
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Other Survey Findings
The survey, conducted by Morning Consult on behalf of the AGA, also found that 34% of NFL fans think that the expansion of legalized sports betting in the US has made watching an NFL game more exciting.
Respondents were evenly divided on who they thought would win the game, with 44% of bettors picking the Eagles and another 44% backing the Chiefs.
Most sportsbooks — including bet365, BetMGM, BetRivers, Betway, Caesars Sportsbook, DraftKings, FanDuel, PointsBet, SI Sportsbook, and Unibet — have the Eagles as 1.5-point favorites. Bally Bet and WynnBET have the Eagles as 2-point favorites.
Morning Consult surveyed 2,199 adults online between January 31 and February 1, 2023. The survey has a margin of error of plus-or-minus two percentage points.
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