Optimove: US falling short on retention and engagement
The US tops the charts for the highest betting deposits but lags behind other regions globally on player retention and engagement, according to Optimove’s US Gaming Pulse Report for March 2025.
The report analyzes data from more than 3.2 million US players and 21 million global players to benchmark performance across casino and sports betting.
According to the report’s findings, over a 12-month period, US bettors deposited an average of US$538 on online platforms, which is two and a half times higher than the global average.
During the NFL season, sports betting in the US grew by 32% with bettors averaging US$1,010 per month, while casino bettors’ spend rose by 37%, averaging US$8,511 in monthly bets.
However, global players appeared to be more active on online gambling platforms compared to the US, with a 70% vs a 65% monthly average.
The global market was found to consistently maintain a higher engagement level than the US, with 13% more activity days on average per active customer throughout the period.
The report also noted the link between the legalization of online casinos in the US and the increase in monthly casino betting.
Data shows that in March 2025, casino activity had increased 37% over the year, with Rhode Island being the most recent US state to have legalized online gambling in March 2024.
Optimove concluded that, while the US market demonstrates higher player spend and betting volume, global markets show stronger engagement and retention.
“US growth is closely tied to seasonal events and expanding igaming legalization, while future success will depend on improving long-term engagement and retention strategies,” the report said.
Charlotte Capewell brings her passion for storytelling and expertise in writing, researching, and the gambling industry to every article she writes. Her specialties include the US gambling industry, regulator legislation, igaming, and more.
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