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The US online gambling market has evolved significantly in recent years, as whilst sportsbooks and online casinos have been treated as two separate products in the past, many of the nation’s leading iGaming operators are now beginning to bring the two together to create a more integrated experience for players. It’s a fascinating trend, and we recently sat down with Ian Zerafa, expert at the leading gaming authority Casino.org, to explore how the two sides of the US gambling industry are converging – and what this means for operators and players alike!
Hi Ian, thanks for agreeing to speak with us today. Before we dive in, please could you introduce yourself and explain a little about your background in the industry?
Absolutely, it’s great to be here, so thanks for reaching out to me. I’ve been working in the iGaming niche for over 5 years now – which has been a steep learning curve at times – but I’m still absolutely loving working in this constantly changing and exciting industry. These days, I lead the US team as Content Manager at Casino.org, working with a fantastic team of experts, many of whom are also keen players in their own time. I came into the online casino space from a background in journalism, which I think has helped me apply a forensic approach when identifying the best online casino to choose for Casino.org and keeping our readers informed. I like to provide guidance content that is quick, clean, and comprehensive, as I’m conscious that our readers are looking for support with making those more informed choices.
As you mentioned, you’ve been working in the iGaming industry for over five years now – how has the environment changed in that time?
It is amazing to think about how much has changed in that time. You might not think five years is very long, but within an industry this competitive and fast-paced, even a few years can lead to some dramatic changes. The biggest change has probably been the sheer pace of growth and maturity within the market. Five years ago, there was still a lot of uncertainty around how quickly regulated online gambling would develop in the US. Since then, we’ve seen sports betting become much more established, and iGaming has continued to expand at an incredible pace. In 2025 alone, US commercial sports betting revenue reached $16.89 billion, while regulated iGaming revenue passed $10 billion. Meanwhile, gaming technology is becoming seriously impressive, demand for wagering-based entertainment is still rising, and the industry has just become so much more competitive in general.
We’re certainly noticing that the US market is increasingly built around integrated sportsbook/casino platforms. Are sportsbooks and online casinos becoming the same product?
You’re absolutely right and that has been a fascinating emerging trend, particularly in the last couple of years. Whilst these two activities are still quite different and distinct from one another, I think operators have been trying to bring the two closer together, in the hopes of offering a more integrated and seamless platform. There will always be differences and I don’t think that sportsbooks and online casinos will ever become exactly the same product, as they often attract different audiences and they each provide a unique experience overall. However, it is clear that many of the major US iGaming operators on the market are now increasingly following this approach, and trying to package their sportsbook and casino products together as two parts of the same overall entertainment site.
Why are operators changing their approach in this way, and why has this more integrated approach become more prominent in recent years?
It’s a great question, and I think the answer can be found by looking at the increasing maturity of some of the iGaming markets present in the US today. Now that these platforms are more well-established, competition is also ramping up and that means that gaming sites are attempting to offer everything players might be looking for under one roof. It seems that operators are now looking to maximize revenue streams from their existing customers, rather than focusing on attracting new users to their sites or relying solely on sports betting activity. You can understand why – after all, if someone is already engaging in sports betting, giving them access to casino games creates another potential source of revenue. Similarly, someone who enjoys slots or poker tournaments might also be interested in sports betting, so it goes both ways.
What do players need to look out for within this changing environment, and are there any potential benefits or drawbacks that could emerge?
There will absolutely be some benefits for players, including greater convenience and competition between operators, which should lead to better promotions and loyalty schemes. I think players can expect to see increasingly sophisticated platforms available in the US in the near future, which may also be offering better rewards and a more frictionless experience. Obviously, there will always be some players who aren’t interested in the sports betting side of things, and vice versa. However, for those who do enjoy exploring both sides of the coin, this phenomenon is likely to make their overall experience simpler and more satisfying – it’s just important that players remember to keep comparing all the options available to them, rather than settling for one specific site.
Lastly, what do you think this trend means for the wider US iGaming market? Do you have any predictions for the future?
I think this particular trend is an exciting one, as it demonstrates that the US iGaming market is becoming much more mature and well-established. Evidently, operators are moving beyond more basic player acquisition strategies, and they’re now actually thinking very carefully about the entire customer journey over time. I’ll be watching all the developments closely – for me, the most interesting question now is how far that integration can go, as sports betting and casino gaming will always have their own characteristics. We’ll be keeping everyone in the loop over at Casino.org as the trend progresses!
