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All over the world the gambling market is experiencing rapid growth. This is true in both the European and the US gambling industries.
A significant factor in this growth is the influence of online markets and increased online activity.
Indeed, the global online gambling market is expected to reach USD 97.69 billion by 2025.
While there are certain similarities between the gambling industries in Europe and the US, there are also significant differences.
Whereas most of the legalities involved in gambling in many European nations is relatively straightforward, in the USA it has been a much more complex picture.
Most European countries benefit from a relaxed approach to gambling. In the US, this is not always the case. Due to the makeup of the nation, individual states decide on the legal approach for how the gambling industry is controlled.
Historically, it used to be that only certain states, most famously Nevada and New Jersey, allowed gambling. That picture is now rapidly changing, as more states begin to pass motions to allow gambling in some form.
The Rules of Online Gambling
A major difference between the two markets has been the strong influence of online gambling companies in Europe, rather than in the US.
European countries, largely headed by the UK, were making much of the significant running in the internet-based revolution in online betting. Ireland is also a major player in the share of the world’s online market.
There has also recently been an upswing in online gambling activity from countries such as Norway, Finland and Italy.
But while the USA has been slower to catch on to the potential of online gambling, there has been recent evidence of new ambition in the American online gaming market.
Changes in online gambling in the US
A great example of a US online casino currently changing the way online gambling is viewed in the country, is DraftKings
The company offers a wide variety of games that are not available in Europe, either because of availability or viability. For example, the site presents gamers with the chance to play innovative new ideas based around sports popular in the US.
One of these titles is Baseball Blackjack, a competitive game where players pit their skills against the chance of the draw. The compelling gameplay is highlighted with a strong visual aspect of the draw taking place on the baseball pitch.
This title shows how strong the appeal of sports is in the US, and how companies often look for new ways to present them.
Betting on Sport in Europe and the US
Sports betting also varies considerably in both Europe and the US.
In the US, a bet, known as a sportsbook, is usually placed at the venue where the sport is being played. In most countries in Europe, a bet on a sports game can be made online or in-person at a ground.
The picture is not as clear-cut in the US. In California for example, sports betting is legal, but accepting wagers on sports is illegal. In order to bet on horseracing in California, only pari-mutuel betting is allowed. This is a form of betting where the total bets placed on a runner is put into a pool. All players who win the bet will then receive a percentage of the pool.
Image of gambling
The image of gambling also varies distinctly between Europe and the United States. In general, gambling has more of a negative connotation in the US.
The attitude in Europe is that a bet can add to the fun and excitement of watching a sports match or playing a game. In the US, this kind of activity was viewed with more suspicion. This is reflected in the history of the various laws and restrictions imposed on the industry in the US.
There are signs that this image is changing. This is largely down to a modification in the governance of state laws controlling gambling. There is also a growing awareness of how much the gambling industry can be of benefit to individual states.
The future of gambling in Europe and the US
Gambling of one kind or another is sure to remain popular in both Europe and the US. Games of skill and chance are bound to retain a fascination for players on both sides of the world. The key factor in how they develop really depends on how well companies can incorporate new ideas to keep games and formats fresh and appealing.
The core audience and targets of the gambling industry in both regions is a young one. In order to appeal to a younger technologically adept kind of player, the gambling companies need to be aware of what this type of player expects.
A growing combination of different forms of entertainment and new technology is also part of the picture that companies need to assess. Traditional sports such as American Football in the US and soccer in Europe are becoming increasingly infused with the latest inventions. The use of live feeds, new camera angles and online interactive options bring out the game in more detail.
Betting options and gambling features that fuse the various elements together is sure to be a part of this ongoing process. In order to be at the top of their game, betting operators need to be precisely aware of what their target audience wants and expects.
