Offshore brands dominate US gambling demand, new data suggests
Offshore brands are drawing more online interest from US gambling users than some of the country’s biggest regulated operators, according to Blask data that measures brand interest rather than wagers or revenue.
The figures, covering April 2025 to January 2026, place Bovada first among US-facing brands, ahead of FanDuel and DraftKings, despite the latter two dominating much of the legal sports betting conversation in America. BetOnline ranks second, while FanDuel and DraftKings sit fourth and third, respectively. MyBookie, Rainbet, BetUS, Ignition Casino, Betplay and BetMGM complete the top 10.
Speaking to SiGMA News, Blask argued that the list reveals “less about brand preference and more about unmet demand within the regulated system.” The data underscores how incomplete state-by-state regulation continues to shape consumer behaviour in the US, where access depends heavily on geography.
“Bovada leads because it operates nationwide without state-by-state restrictions,” Blask explained to SiGMA News. “Unlike FanDuel and DraftKings, it isn’t limited by licensing frameworks, product constraints, or tax structures.”
The company added: “It captures demand in states where regulation is incomplete or absent, offering broader accessibility, casino and sportsbook integration, and flexible payments like crypto.”
A market divided by state lines
In a recent report, Blask argued that the country is now the single biggest tracked iGaming market in the world, accounting for nearly 40% of the global total in 2025. It also noted that “the US iGaming market is not just the largest in the world — it is also the most complicated”.
That complexity is visible in the brand rankings. FanDuel and DraftKings remain huge businesses, but their reach is constrained by licensing, tax regimes and the fact that not every state permits the same forms of online gambling.
That uneven landscape has been shaping consumer behaviour for some time, often in unexpected ways. In Nebraska, punters have been reported crossing into neighbouring Iowa simply to use legal betting apps, gathering near a remote cornfield by the border. Unusual as it sounds, the episode illustrates the distortions created by a state-by-state system. However, when asked about this practice, one bettor admitted, “The legal books are much better than the unregulated ones.” Another said, “I’ve used unregulated sites before, but I don’t anymore because I just don’t trust them.”
Those comments point to an awkward truth for the industry and policymakers alike. Many customers appear to prefer regulated operators when they are available, but they do not simply stop gambling when they are not.
Blask’s own conclusion is blunt: “The key story is structural fragmentation. Regulation reduces offshore presence, but it doesn’t eliminate it.”
The contrast is particularly striking given the wider growth of legal gambling in the US. Earlier this month, the American Gaming Association said commercial gaming revenue rose to $78.72bn in 2025, with sports betting and iGaming among the fastest-growing segments. But while the regulated sector is posting record results, Blask’s figures suggest offshore brands still retain a powerful grip on consumer interest beyond the reach of state-by-state licensing.
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