Mar 4, 2020

The State of the new sports bettor

In 2019 alone, more than $15 billion was wagered on sports betting, and companies have been flooding this gold rush market.

Throughout this period of intense growth, we spoke to clients, media and industry experts regarding the future of fantasy sports and the rise of sports betting. In speaking with these groups, we heard one recurring theme, which was, “We understand the fantasy sports landscape, but we don’t know much about the common bettor.”

To solve this problem, HPL Digital Sport conducted a third-party study on the demographics, habits, needs, desires and outlook of the new American sports bettor. More than 4,400 sports bettors were surveyed, solidifying a clear understanding of the new sports bettor and providing context for sports betting platforms to refine their go-to-market strategy, product and service offerings, and marketing and communication efforts.

The State of the new sports bettor

The State of the new sports bettor
March 2020

The first ever definitive study of the general American sports bettor.

Bettors see through the gimics and generic promotions.

Operators and companies can make strides through elevated experiences through content and social capabilities.


bet more than $100/month


are betting at least once a week


desire betting tips and content


have a bachelor’s degree or higher


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