Online gambling has been around for over 20 years and has developed into one of the biggest industries globally. Nowadays iGaming has become extremely widespread and has developed to such an extent that new and emerging markets are continually appearing, where operators and affiliates alike work to promote their brands and make money together. Online sports betting in the US is still a relatively new concept. Until the repeal of PASPA back in 2018, betting on sports in the US was illegal (except in Nevada). When this was overturned, the US market opened up and affiliates quickly scrambling to get a piece of this hugely promising pie.
In this blog post, we weigh in on insight provided to us by Alex Windsor, founder of Apps4 Web Media LTD, a company with various websites targeting players in both Europe and the United States, on what it’s like to be an affiliate in the developing US market.
Significant Opportunities in the United States
Many people in the US are still unaware that players can legally wager on sportsbooks or online casinos that are regulated and licensed in a growing number of states across the US. This presents a massive opportunity to affiliates to educate the population on this new sector, which Windsor quickly looked into tackling by launching his first US facing website, Gamble-USA.com. The site contains an abundance of information on US online casinos, sportsbooks, strategies, and tips, so that players can learn about the iGaming climate in their own state and make more informed decisions on the brands they consume.
“Online gambling in the US is growing, as states continue to break records in total betting handle and revenue generated each month”, says Windsor. When you consider the sheer size of the US, the potential for online gambling is huge, so it only makes sense that the number of affiliates looking to enter the American market is increasing at an exponential rate. “As the market is still growing, it is crucial to get in early, as it places you at the forefront as the industry takes off as many expect it will”, Windsor advises.
Challenges of Being a US Affiliate
There are obstacles to overcome, as many US states still do not permit online gambling. However, there is news coming out all the time that states are putting together legislation in the hopes of legalising online betting within their borders. “It is vital to keep your finger on the pulse to see if any states are making moves to introduce their online iGaming markets. If and when a new state does get the green light, it is crucial that you jump in and try and take advantage”, Windsor suggests.
Getting involved in all new states as they open up is also a challenge in and of itself, as each one has its own governing body and set of regulations. It is important to always be compliant and ensure the necessary licensing to be an affiliate has been obtained. Windsor comments, “Though the application process can be frustrating and lengthy, it is something you absolutely must dedicate time to, to be a legitimate player in the US online gambling space.”
In addition to requiring separate licensing, the types of online gambling that are allowed or prohibited in each regulated state also differ. For example, New Jersey has one of the best and most popular markets as they allow online sports betting, casino and poker. Colorado, on the other hand only allows online and mobile sports betting, and Indiana is limited to just sports as well. The best approach to take, would be, as Alex Windsor previously discussed, is to stay up to date on the different trends and updates within the US market. It is also key to have tailored content for each individual state, since as we have outlined here, there is definitely no one-size-fits-all approach when it comes to iGaming in the US.
For more information about Apps4 Web Media LTD or to discuss a partnership opportunity, please contact Alex Windsor.