The Winds of Change: Where Sports Betting is Headed in the Years Ahead 

Sports betting has come a long way from the days when you had to place a wager through your local bookie. Today, sports betting as well as gambling in online casinos like Justcasino is legal in more than half of the US states, with many more considering legislation to regulate and tax it. This expanding legalization has opened up a world of possibilities for how people can bet on sports. As sports betting continues to evolve in the 2020s, what trends and innovations will shape its future?

More Ways to Bet

One of the biggest shifts we’re seeing is the increase in options for how and where people can place sports wagers. The era of sports betting being restricted to Vegas or your corner bookie is long gone. Now bettors have their pick of:

• Mobile betting apps
• Online sportsbooks 
• Retail sportsbooks at casinos and racetracks
• Kiosks at bars, restaurants, convenience stores
• In-stadium betting lounges 

The convenience of being able to bet anytime, anywhere has proven hugely popular. By 2025, over half of sports bets in the U.S. are projected to be made online. This omnichannel approach gives bettors the flexibility to wager however suits them best at the moment. A fan watching a game at a bar can quickly log into an app to live bet on the next play. Or someone headed to a stadium can stop into the on-site betting lounge to lay down money for the day’s matchup. Accessibility is key.

Greater In-Game Wagering

We can also expect to see in-game or live betting continue to expand. This refers to wagering on events within a game once it has already started. In-game betting used to be constrained to simple bets like who would score next. But sportsbooks are now offering an increasingly diverse selection of in-play bets. 

For example, in a football game, you may see live betting lines for outcomes like:

• Result of the next offensive drive 
• Will the upcoming play be a run or pass?
• Next team to call a timeout
• Will the next kickoff be a touchback?

This creates almost an interactive, video game feel to sports betting. Fans are hooked into every play and can bet on outcomes as sports events unfold in real-time.

In-game betting is still a relatively small portion of overall sports wagering. But its popularity is surging. Expect live betting to make up a growing share of sportsbooks’ action in the coming years.

More Sports to Bet On

American football, basketball, baseball and soccer have long dominated U.S. sports betting. But legalization is opening the door for wagering on many more sports. Niche sports like golf, tennis, MMA, boxing, motorsports and rugby are now commonly offered by sportsbooks. 

And sports that were previously taboo for betting are starting to emerge. There are now markets for wagering on awards shows, political events, competitive video gaming and more. A few sportsbooks are even dipping their toes into non-sport novelty bets like the weather, TV show plotlines or celebrity happenings.

While the big four sports will likely always make up the lion’s share of handle, bettors today have an array of options. The legal market has opened sportsbooks to get creative with their betting menus. This trend will continue as more states regulate sports betting and demand grows.

Greater Integration with Sports Media 

If you watch or listen to sports programming today, you’ve probably noticed how betting lines, odds and analysis have become seamlessly integrated into coverage. This union between sports media and sports betting is deepening as legalization spreads. 

Nearly every major media outlet today has betting-focused programming or segments. Broadcasts regularly flash betting lines on screen during games. Analysts discuss point spreads, over/unders and betting angles as part of their commentary. 

This integration benefits both sides. Sportsbooks get exposure and new customers from media affiliations. Sports media engages audiences by tapping into their interest in sports betting. The result is sports wagering feels like a natural extension of game watching rather than a separate activity.

As media outlets continue striking partnerships and deals with sportsbooks, we’ll see gambling references to become even more ingrained into sports coverage.

More Industry Consolidation

In 2018, the U.S. Supreme Court overturned PASPA, the federal ban on sports betting. Since then, the floodgates have opened to states legalizing and launching sports betting markets. Dozens of sportsbooks jumped into the mix, all competing for market share in this rapidly expanding industry.

But the current crowded field of sports betting operators probably isn’t sustainable. As the market matures, expect to see significant consolidation. Some sportsbooks will go out of business or get acquired by larger entities. Most experts predict the industry will eventually shake out to 4-5 dominant players.

Consolidation is already underway. For example, DraftKings and FanDuel merged in 2021 after years of competing head-to-head. Acquisitions are also ramping up. In early 2022, Bally’s Corporation purchased Gamsys to establish Bally Bet as a major sports betting platform. And media giants like FOX, ESPN and CBS have bought or invested in sportsbooks to get skin in the game. 

This consolidation will likely create a situation similar to most other industries where a few big companies control the majority of market share. For bettors, this consolidation will probably mean generous promotional offers and welcome packages as sportsbooks compete for their business.

More Responsible Gambling Features

As sports betting expands, there are growing concerns around problem gambling. Sportsbooks today dedicate significant resources to responsible gambling initiatives and tools to help customers wager responsibly. We can expect even more innovation and emphasis in this realm in the years ahead.

Some responsible gambling features added by sportsbooks include:

• Deposit and spending limits
• Timeout or self-exclusion options 
• Access to problem gambling resources
• Activity statements and tracking
• Identity verification
• Geo-tracking to prevent unauthorized betting

Many sportsbooks also voluntarily participate in responsible gambling accreditation programs like those run by the National Council on Problem Gambling and GamCare. These programs require operators to implement comprehensive responsible gambling policies and protections.

While the vast majority of sports bettors wager responsibly for entertainment, addiction is a very real risk. As legal markets mature, expect responsible gambling measures to become standard across the industry.

The Future is Bright

Sports betting has undergone a rapid evolution since PASPA was overturned less than five years ago. And the pace of change shows no signs of slowing down. As more states come online and innovation continues, the U.S. sports betting industry still has tremendous upside. 

While the exact twists and turns are impossible to predict, the future overall looks extremely bright. Bettors can look forward to convenient access, engaging wagering options, integrated media experiences and responsible gambling protections as the marketplace develops. Just don’t bet against sports betting becoming an even bigger business in the years ahead.