Record 68 Million Americans to Wager $23.1B on Super Bowl LVIII

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WASHINGTON, Feb. 6, 2024 ~ According to a recent survey conducted by the American Gaming Association (AGA), a record-breaking 67.8 million American adults, which is equivalent to 26% of the population, are expected to place bets on Super Bowl LVIII. This marks a significant increase of 35% from the previous year's numbers.

The survey also revealed that bettors are estimated to wager a staggering $23.1 billion on this year's Big Game, which is a significant jump from last year's $16 billion. This increase can be attributed to the expansion of legal sports betting in the United States.

In fact, traditional Super Bowl wagers are expected to surpass casual bets for the second consecutive year. The survey showed that 42.7 million American adults plan to place traditional sports bets online, at retail sportsbooks, or with a bookie – an increase of 41% from last year. Additionally, 36.5 million people plan to bet casually with friends or participate in pools or squares contests – a 32% increase from last year.

One notable trend highlighted by the survey is that more Americans are turning towards the legal market for their betting activities. Approximately 28.7 million adults, which is equivalent to 11% of the population, intend to place online wagers using a legal U.S. sportsbook.

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AGA President and CEO Bill Miller expressed his excitement about this record-breaking interest in wagering on Super Bowl LVIII and stated that it marks a full circle moment for the U.S gaming industry as Las Vegas hosts the event for the first time.

However, Miller emphasized that their priority remains ensuring consumer protection through regulation and investing in responsible gambling tools and education.

The AGA's efforts towards promoting responsible gambling seem to be paying off as more bettors report seeing responsible gambling messages in the past year compared to previous years. The survey showed that 75% of traditional Super Bowl bettors recall seeing a responsible gambling message, up from 71% in 2023. Additionally, 47% of all American adults recall hearing or seeing a responsible gambling message in the past year, up from 40% last year.

During Super Bowl week, Miller will be joined by Heisman Trophy winner and former NFL running back Mark Ingram II on radio row in Las Vegas to discuss the expansion of legal sports betting and the importance of responsible play.

Ingram also expressed his excitement about partnering with the AGA to promote responsible gambling and encourage fans to keep it social while wagering.

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The survey also revealed that bettors are almost evenly split on which team they plan to bet on, with 47% choosing the Kansas City Chiefs and 44% choosing the San Francisco 49ers.

It is worth noting that currently, 38 states and Washington D.C. have live, legal sports betting markets. This means that more than two-thirds of American adults (67%, equivalent to 164 million people) live in a state with legal sports betting.

The AGA's Have A Game Plan.® Bet Responsibly.™ campaign has been instrumental in bringing together various stakeholders in the sports betting industry to promote responsible gaming. The campaign has also partnered with NFL teams such as the Washington Commanders and New York Jets.

The survey was conducted online by Morning Consult between January 30th and February 1st among a national sample of 2,204 adults. The data was weighted based on age, race/ethnicity, gender, educational attainment, and region. The margin of error is +/-2%, with a higher margin among subgroups. Bettors were defined as those who expect to place bets online, with a bookie or casino sportsbook, participate in pools or squares contests, or bet casually with family or friends.
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