The US iGaming Landscape: A Comparison Between American Markets
The world of online gambling across the Americas shows two very different pictures. On one side, North America, especially the U.S., is a massive, established market. On the other, South America is catching up fast, with Brazil leading the charge.
We at CasinoRank, have put together a detailed look at the market size, how much people are playing, what games are popular, and who the main providers are, to see where the real action is shaping the future of gambling globally.
Online Gambling in North America: A Big Player
There's a big difference between online gambling in North America and South America. In 2024, North America's online gambling scene pulled in around ZWL 340 billion annually (based on a conservative USD 25 billion estimate). The United States alone scooped up about ZWL 310-325 billion (USD 22-23 billion) from sports betting and online casinos. South America's market is much smaller, around ZWL 14-28 billion (USD 1-2 billion), but it's growing faster than anywhere else, with predictions showing a 13.7% annual growth rate from 2023 to 2028.
According to data from Grand View Research, North America makes up 20-25% of global online gambling revenue, just behind Western Europe's 36%. South America's slice of the pie is still small, but it's expanding rapidly, helped by governments making rules that are better for business.
Who's Playing Online Casinos in Zimbabwe and Beyond?
While the online gambling audience is growing everywhere, younger, tech-savvy players are often leading the way. Typically, those aged 25 to 44 are the most active – a generation that grew up with technology booming. They're comfortable with digital platforms, switching between apps, and exploring all sorts of online entertainment, including casinos.
Young gamers (25-34) particularly love quick, mobile-first experiences. They often go for sports betting, esports, and fast-paced games like crash or live slots. Their choices show they want exciting, interactive fun that fits into their busy lives.
On the other hand, slightly older players (35-54) often lean towards traditional casino games such as blackjack, poker, and roulette. They tend to appreciate the strategic side and a more relaxed pace these games offer.
No matter the age, trust, platform security, and easy payments are super important for players everywhere, including in Zimbabwe. However, why people play can differ – some seek thrills, others potential winnings, and many just want to pass the time or connect with others online. As the market evolves, casinos are getting better at offering something for everyone.
Top Online Gambling Markets in South America
South America's online gambling market is undergoing a major transformation, starting from a smaller base. The Latin American online gambling market is projected to hit an impressive ZWL 188 billion (USD 13.48 billion) by 2030, growing at a solid 10.4% annually from 2024 to 2030.
Brazil: The Booming Market
In 2024, Brazil's online gambling market is worth around ZWL 135 billion (USD 9.69 billion), making it a powerhouse in Latin America. With recent legalisation and licensing for online sports betting and casinos, there are now more opportunities for both local and international players. Football (soccer) is king here, with a huge chunk of Brazilians betting online, showing their massive passion for the sport.
Argentina: High Engagement
Argentina's online gambling market is valued at about ZWL 53 billion (USD 3.80 billion). Its growth is thanks to new regulations and tech that make digital gaming safer and more accessible. More and more Argentinians are joining in, with many platforms offering a wide variety of games to suit different tastes.
Colombia: Leading the Way with Regulations
Colombia's online gambling market is estimated to be worth around ZWL 28 billion (USD 2.01 billion). Their forward-thinking laws and solid regulatory framework have made them a regional leader in iGaming. This has created a safe space for operators and players, attracting international investment and positioning Colombia as a mature and promising market in Latin America.
Biggest Online Gambling Markets in North America
North America's gambling boom is largely thanks to the U.S. shaking up its sports betting laws in 2018. By 2024, over 30 U.S. states allowed sports betting, with seven offering regulated online casinos. This has created a dynamic market generating about ZWL 196 billion (USD 14 billion) from sports betting and ZWL 112 billion (USD 8 billion) from casino games.
About 54 million Americans bet on sports online. Online casino games contribute 38% of U.S. online gaming revenue, showing a good mix of popular betting types. Canada is also a significant player, with Ontario alone making ZWL 19.6 billion (CAD 1.4 billion) and having over a million active accounts in its first year of regulation.
United States: The Market Leader
In 2024, the U.S. online gambling market is valued at approximately ZWL 231 billion (USD 16.56 billion), making it one of the most mature and lively markets in the Americas. This rapid growth is mainly due to widespread sports betting legalisation across many states, plus the ongoing rollout of online casino options. Key trends include the increasing popularity of mobile betting and live betting (in-play wagering), where you can bet in real-time during games. AI is also starting to play a bigger role in making user experiences and platform security better, pushing innovation in the U.S. iGaming sector.
Canada: Steady Regulated Growth
Canada's online gambling market is expected to reach ZWL 58 billion (USD 4.19 billion) in 2024, showing steady growth thanks to important regulatory changes. Legalizing single-event sports betting in 2021 and provinces regulating online gaming platforms have created a more organised and secure environment. This clarity encourages more market participation and new ideas. Canadians are also showing more interest in online casino games, poker, and sports betting, a trend boosted by mobile device use and reliable payment options.
Mexico: Emerging Opportunities
Mexico is one of the biggest iGaming markets in Latin America, with real-money gaming generating an annual turnover comparable to Brazil, exceeding ZWL 140 billion (USD 10 billion). The country's strong market performance is powered by a large and engaged user base, plus a deep-rooted cultural love for gambling. Despite some ongoing regulatory uncertainties, the online gambling sector remains robust and continues to expand, with a significant portion of the adult population actively playing on digital betting and casino platforms.
Most Popular Games and How Often People Play
How Often Players Engage in Zimbabwe and North America
Players in North America are serious about their betting. In the U.S., 70% of sports bettors play weekly, 42% bet multiple times a week, and 25% do so daily. FanDuel alone reported 1 million daily users in March 2024, contributing to an estimated 3 million daily active gamblers across the continent. While specific data for Zimbabwe is still developing, we see a similar trend of increasing engagement with online casinos and sports betting platforms.
According to Env Media, the average U.S. online casino player wagered about ZWL 119,000 (USD 8,500) over 12 months—much higher than the ZWL 18,200 (USD 1,300) global average. As Zimbabwe's online gambling market grows, we'll be keeping an eye on these local spending habits to provide the best insights.
Top Played Games:
- Sports betting (NFL, NBA, MLB, college sports)
- Table games (blackjack, roulette)
- Online slots
- Online poker
- Lottery
Sports betting accounts for 62% of U.S. revenue, with casino games providing the remaining 38%.
South America Engagement Rates
South American users engage less frequently. In Brazil, 61% of players gamble monthly or less, only 8% daily. 42% spend under 30 minutes per week on iGaming, and 68% under an hour.
Despite this, providers report higher daily player averages in South America. Evolution, for instance, logged 518 average daily players, compared to 146 in North America.
Top Played Games, provided from Env Media data:
- Sports betting (mainly football/soccer)
- Lottery
- Online slots
- Online card games
- Bingo
Innovative casino games such as crash and fish table games are also gaining traction, especially among younger, mobile-centric users.
Devices: Mobile or Desktop?
As online gambling continues to evolve in the U.S., so too does the way players engage with platforms. One of the most defining shifts in recent years has been the rise of mobile gaming, transforming how, when, and where users place bets or play casino games. While desktops once dominated the digital gambling space, mobile devices have firmly taken the lead—driven by convenience, app accessibility, and on-the-go lifestyles.
Key Points:
- 82% of online gamblers primarily use mobile devices (smartphones/tablets)
- 15% use desktop or laptops as their main access point
- 3% switch between both regularly
Despite desktops maintaining a loyal following—especially among older players or those who enjoy a more traditional setup—mobile has redefined the standard. The shift reflects broader digital behavior trends in the U.S., where smartphones have become central to entertainment, commerce, and now, gambling.
Top Software Providers in the USA
The iGaming supplier landscape across the Americas reveals distinct market dynamics between North and South America. While both regions feature key global players, differences in market maturity, regulation, and player preferences have shaped unique competitive environments. North America exhibits a more fragmented supplier base, while South America leans toward greater concentration among top providers. The following sections explore the leading iGaming companies in each region and their roles in shaping the evolving market landscape.
North America: Leading Providers
North America's supplier landscape features greater fragmentation than South America, with a substantial 40.1% market share held by providers outside the top nine. Among identified suppliers, Evolution Gaming leads narrowly with 11.3% market share. This competitive distribution reflects North America's more mature market with established regulatory frameworks that have enabled multiple suppliers to build substantial presences.
Here are the top game providers in North America, according to iGaming Tracker:
- Evolution – 11.3%
- Games Global – 10.9%
- IGT – 10.2%
- Light & Wonder – 7.9%
- Pragmatic Play – 6.9%
- Playtech – 5.1%
Other less-known providers account for 42.8%, reflecting a diverse ecosystem rooted in land-based casino partnerships and strict compliance structures.
South America: Leading Providers
South America's supplier ecosystem shows greater concentration among leading providers, with Pragmatic Play claiming a dominant 20.3% market share. Collectively, the top six providers control 69.4% of the market, compared to 59.9% for North America's top nine. Pragmatic Play's regional leadership reflects its strong focus on Latin American markets and portfolio alignment with local preferences. Playtech's strong second position stems from its established presence in regulated Latin American markets, particularly in Colombia.
Here are the top game providers in South America, according to iGaming Tracker:
- Pragmatic Play – 20.3%
- Playtech – 14.6%
- Games Global – 11.8%
- Evolution – 11.3%
- Play’n GO – 4.0%
- Amusnet – 1.9%
Other less-known providers account for a total of 36.1% of the market.
Key Differences Between North and South America:
According to Cognitive Market Research and Grand View Research, key differences between the continents include:
- Market Size: North America boasts 73 million online gamblers vs. South America’s 8–9 million.
- Daily Actives: 3 million in North America vs. 1 million in South America.
- Vertical Balance: North America shows a 62/38 sports/casino split; South America remains overwhelmingly sports-focused.
- Engagement Patterns: North America has higher frequency and session duration; South America has higher average daily player numbers for certain providers like Evolution.
- Regulation: North America has more mature regulatory frameworks; South America is still building its infrastructure, especially in Brazil.
Takeaways
Although North America currently holds a commanding lead in online gambling—generating over $25 billion in annual revenue and catering to tens of millions of users—South America is quickly closing the gap. Driven by Brazil’s regulatory progress and a mobile-first user base, the region is becoming a hotspot for industry growth.
With a projected CAGR of 13.7% and a rapidly evolving legal landscape, South America is positioned to challenge its northern counterpart in the near future. Both regions are poised to become dominant forces in the iGaming sector, each shaped by distinct market dynamics and cultural influences.
