Matt Bastock

Data from various sources have shown an increase in the number of U.S. residents betting on the Super Bowl, but the result may not have been favorable for sportsbooks in the country. 

Geolocation specialists GeoComply reported a 14% increase in year-over-year active player accounts across online sportsbooks. In addition, over 720,000 new accounts were created across its operator partners. Just before the end of the second quarter, GeoComply recorded a peak of 14,300 geolocation transactions per second. 

FanDuel revealed it took over 16.6 million wagers on the National Football League’s most significant game across nearly 3,000,000 active users. The tier-one operator reported peak activity of almost 70,000 bets per minute. In addition, the Flutter-owned operator saw over 2,000,000 fans make a pick in the free-to-play social game ‘Kick of Destiny,’ which saw promotional credits of over $10,000,000 dished out to customers.

Record-Breaking Wagering Numbers from Top Operators

Caesars Sportsbook and BetMGM reported that the Eagles’ 40-22 victory over the Kansas City Chiefs was the largest sporting event by number of bets in their respective histories.

Interestingly, Caesars added that it was the first Super Bowl in which more game parlays were placed than traditional straight wagers. 

Caesars Vice President of Trading, Craig Mucklow, outlined that the Eagles’ early lead and subsequent victory delivered solid results for the operator. He said: “With the Chiefs falling behind early we observed a substantial handle and wagers increase on their chances of a comeback. A significant amount of wagers flooded in on KC at longer odds on the money line and all spreads we posted, all the way up to +28.5. This rare opportunity to bet on Patrick Mahomes at such generous spreads and odds proved to drive significant growth and led to our largest in-play handle for a Super Bowl ever.” 

Analysts, however, don’t necessarily agree with the operators’ verdicts. Chad Beynon of Macquarie Equity Research estimated a below-average Super Bowl hold rate for operators of 0% to 5%, depending on the product mix. 

Beynon suggested that same-game parlays and prop bets delivered a “slight positive” for operators, but the result was not ideal overall. He commented: “Although the game result represented our worst-case scenario previewed last week (Philadelphia and the over), we think the same-game parlays and prop bets were a slight positive for sportsbooks and will result in a positive market hold rate, with individual operator hold rates dependent on the degree to which (those bets) are represented in handle.” 

The analyst also outlined that Saquon Barkley and Travis Kelce’s failure to score touchdowns was of huge benefit to the sportsbooks. Both were prominent in player prop picks and same-game parlays. 

Beynon did, however, say that the Super Bowl was highly positive in consumer acquisition and reaching different demographics: “Super Bowls are always great events for acquiring new customers, but with Super Bowl LIX likely setting viewership records, partly driven by over 60% of the U.S. population now having access to online sports betting, in addition to strong side stories (Taylor Swift and President Donald Trump’s involvement), we view Super Bowl LIX as unequivocally positive for the NFL and sportsbooks,”

When previewing 2026, Caesars Sportsbook has adjusted the Eagles from +700 to +625 to retain their title. 

Written By

Matt Bastock

Matt is a casino and sports betting expert with over two decades’ writing and editing experience. He loves getting into the nitty gritty of how casinos and sportsbooks really operate in order to make solid recommendations based on real experiences. His favourite games are blackjack and poker, and he loves watching NFL and soccer in his spare time.

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The course will be tailored specifically to student-athletes, who the two bodies have identified as susceptible to risky gambling behavior. 

Tailored Responsible Gambling Education for Canadian Student-Athletes

The course will launch at eight universities and colleges nationwide, beginning in the Spring term 2025. The RGC and NFL have embedded a ‘robust evaluation framework to measure the effectiveness and impact of the training.’ The pilot scheme’s results and lessons will then be used to adjust the material ahead of its rollout to 30 educational institutions in the 2025-2026 school year. 

Sarah McCarthy, Chief Executive Officer of the Responsible Gambling Council, said in a release. “Student-athletes face unique pressures from academics, athletics, and the accessibility of sports betting, making them vulnerable to risky gambling behaviors.”

She continued, “Our partnership with the NFL is a crucial step in supporting this group by providing the education and tools needed to make informed decisions. Early responsible gambling education helps student-athletes build capacities to succeed both on and off the field.”

The program aims to provide students with the ability to: 

• Understand the dangers, risks, and odds of gambling and how players will likely lose over time.
• Recognize their unique susceptibility to risky gambling behavior.
• Identify the signs of gambling-related harms and their potential impact on players and loved ones.
• Learn about resources available for those experiencing gambling-related harms.

The Responsible Gambling Council will support upskilling those who deliver the course across all participating campuses. 

Anna Isaacson, Senior Vice President of Social Responsibility for the NFL, said, “We are proud to support the Responsible Gambling Council in this important initiative.” 

She added, “Our shared goal is to equip these student-athletes with the tools and knowledge to navigate gambling risks, fostering a safer and more responsible environment. We also hope to gain insights that will be invaluable in shaping future responsible gambling efforts to benefit all those who play and engage with our game as fans.” 

Expanding Responsible Gambling Efforts Across North America

The partnership with the RGC builds on the NFL’s existing collaboration with the National Council on Problem Gambling (‘NCPG’), which is specific to the United States. In August 2024, the NFL Foundation made a $6.4 million, three-year commitment to the NCPG after an initial $6.2 million grant in October 2021. 

The NFL and NCPG partnership has thus far helped deliver upgraded technology and data collection across the 28 contact centers, the nationwide licensing for the 1-800-GAMBLER phone number, and education schemes to those considered most at risk from problem gambling disorders. 

The program has provided approximately $1 million in grants to 26 gambling prevention schemes spanning 17 states, impacting the lives of over 40,000 individuals. In addition, over 750,000 people have visited the ResponsiblePlay.org website, which was launched in 2021. The site offers advice on how to keep gambling fun, information about problem gambling, and the assistance available should they be impacted. 

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The global designer, manufacturer, and distributor of land-based slot and electronic games will distribute NFL Triple Score to 13 casinos on the Jackpot del Encanto link in Puerto Rico. 

The NFL Tripe Score slot is available on gaming floors alongside Jackpot del Encanto, which is a program featuring select slot machines in participating casinos across the island. It features a progressive jackpot, beginning at $20,000 and increasing as more people take part. 

Aristocrat has outlined that the game is on the MarsX Portrait Cabinet, and modeled after the ‘wildly successful’ Bao Zhu Zhao Fu game family. The game features 32-team graphics, symbols and NFL game footage, exclusive to Aristocrat through its licensing arrangement with the Football League. 

Craig Toner, CEO of Aristocrat Gaming, commented, “This launch is a major step forward in continuing our successful partnership with the NFL. The NFL has immense popularity globally with fans all across the world, and we are thrilled to now bring the game to a broader stage. We look forward to seeing the excitement from players in Puerto Rico and continuing the success our award-winning NFL portfolio has seen in North America.”

The company plans to continue its rollout beyond the shores of continental America, with LATAM and Europe earmarked for future releases. 

Could NFL-based slots head to the UAE? 

In October 2024, Aristocrat Gaming became the first international slot company to be granted a gaming-related vendor license by the United Arab Emirates’ General Commercial Gaming Regulatory Authority (GCGRA).

The license allows the Australia-headquartered company to provide its hardware and services and gaming content through its gaming machines, as well as online games and technology, to other commercial gaming operators who have received a license from the regulator.

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The operator plans to use the collaboration “to elevate game days with exclusive promotions and experiences” for the platform’s players and Jaguars fans.

“Hard Rock Bet is thrilled to roll with the Jaguars and engage fans in DUUUVAL and beyond with our top-rated app,” commented Nick Menas, Managing Director of Corporate Strategy at Hard Rock Digital. 

“We’re proud to be the sportsbook for every kind of player and look forward to enhancing game days by bringing Jags fans closer to the action than ever before.”

Throughout the season, Hard Rock’s partnership with the Jaguars will provide the operator with a variety of co-marketing elements with marquee signage, digital, CRM and social campaigns. 

In addition, the platform’s players will have a chance to receive backstage pass experiences at the team’s EverBank Stadium, as well as exclusive VIP access to Jaguars’ off-site events. 

Hard Rock Games’ free-to-play games will also be linked on the team’s official Jaguars app via the Hard Rock Neverland Casino social gaming platform.

Scott Massey, Jaguars’ Senior Vice President of Corporate Partnerships, added: “We’re always looking for innovative ways to provide Jaguars fans with unique opportunities and entertaining experiences. 

“Through our partnership with Hard Rock Bet, Jags fans will have access to a best-in-class sportsbook app, free-to-play casino games, and chances to make ‘money-can’t-buy’ memories.”

Last month, Hard Rock Digital launched a new marketing campaign featuring musician Post Malone.

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Through the agreement, Caesars Sportsbook will become the team’s official sports betting partner, while Caesars Entertainment will be the team’s official igaming partner.

Custom fan experiences will be made available through Caesars Rewards, with sponsorship assets and the use of official Detroit Lions logos and marks in multiple online casino games on Caesars’ digital platforms.

As part of the deal, Caesars will be launching an online casino live dealer blackjack game featuring a custom-made Detroit Lions felt, set to go live exclusively in Michigan at the start of the 2024-25 NFL season on Caesars Palace Online Casino and Caesars Sportsbook & Casino.

“We’re thrilled to partner with the Detroit Lions to bring opportunities to their fans that cater to their interests and are unique to the royal experience only Caesars can deliver,” stated Eric Hession, President of Caesars Digital. 

“We’ve enjoyed a great relationship with sports fans in Michigan, and partnering with one of the most passionate fan bases in the NFL will help us grow that connection as we continue to expand our offerings in the state with the launch of Horseshoe Online Casino later this year.”

During Lions’ games at Ford Field, Caesars’ brands – Caesars Sportsbook, Caesars Sportsbook & Casino, Caesars Palace Online Casino, and Horseshoe Online Casino – will be featured throughout the stadium. The gaming brands will also be present in radio spots on the Detroit Lions Radio Network and on team digital and social media.

In Michigan, Caesars Sportsbook & Casino has offered in-person sports wagering since 2020 and mobile sports wagering since 2021 through a partnership with the Grand Traverse Band of Ottawa and Chippewa Indians.

Detroit Lions Vice President of Corporate Partnership, Mace Aluia, added: “As we embark on this season, we’re proud to enhance our fan experiences with Caesars Entertainment. 

“This partnership will unite Lions fans who are passionate about the team, offering them exclusive opportunities to engage with us both at Gamedays at Ford Field and through Caesars’ digital platforms here in Michigan.”

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As part of the collaboration, the GameSense responsible gaming program will be promoted at NFL stadiums “more often and in more prominent venue locations during each game”, providing “positive, transparent and proactive engagements with guests and customers about how to gamble responsibly”.

GameSense messaging will be promoted at: Acrisure Stadium (Pittsburgh Steelers), Allegiant Stadium (Las Vegas Raiders), Empower Field at Mile High (Denver Broncos), Ford Field (Detroit Lions), GHEA Field at Arrowhead Stadium (Kansas City Chiefs), M&T Bank Stadium (Baltimore Ravens), MetLife Stadium (New York Jets), Nissan Stadium (Tennessee Titans), State Farm Stadium (Arizona Cardinals).

MGM Resorts and BetMGM had a similar responsible gaming partnership with the AGA in place at NFL stadiums during RGEM last year.

“We’re excited to bring responsible gaming initiatives directly to fans in these NFL venues again this season,” commented Rhea Loney, Chief Compliance Officer at BetMGM. 

“We are setting a new standard for safety and awareness in the industry. At BetMGM, we believe that protecting our players and promoting responsible play is essential to the future of sports betting.”

In the coming months, BetMGM will air advertisements with its brand ambassadors sharing engaging messaging similar to its responsible gaming commercial featuring NHL star Connor McDavid.

MGM Resorts is also contributing $440,000 to fund responsible gaming research through the International Center for Responsible Gaming and Kindbridge Research Institute, which aims to “advance industry best practices and fill significant research gaps on under-studied populations, including women military Veterans”.

Stephen Martino, SVP and Chief Compliance Officer at MGM Resorts, noted: “The importance of responsible gaming research funding cannot be overstated. 

“As a gaming industry leader, it’s imperative that our company supports efforts to better understand the diverse impact gambling has on various populations, including those that may be at greater risk of developing problematic behaviours.”

During RGEM, MGM Resorts and BetMGM will continue to raise employee awareness of responsible gaming via extensive training. 

MGM Resorts’ GameSense advisor program has recently certified more than 500 customer-facing employees, while BetMGM training will include education for VIP staff, in addition to advancing responsible gaming through lived experiences with its EPIC Global Solutions partnership.

GameSense messaging will also be prominently displayed on table games throughout the operator’s properties across the US, with similar messaging on all slot machines, 8,000 of which will feature QR codes for responsible gaming information and education materials.

MGM Resorts’ Las Vegas marquees and more than 35,000 screens across the company’s portfolio will display responsible gaming tips, while improved responsible gaming tools will be released on the BetMGM platform, designed to help players “manage their budgets, stay within their limits and promote a responsible and sustainable entertainment experience”.

MGM Resorts and BetMGM also continue their partnership with the AGA’s ‘Have A Game Plan. Bet Responsibly.’ public service campaign to educate new and seasoned bettors on responsible sports wagering.

“Collaboration is integral to strengthening our collective responsibility efforts,” added Joe Maloney, SVP of Strategic Communications for the American Gaming Association.

“Both in their work with the AGA and throughout the legal, regulated gaming industry, MGM Resorts and BetMGM continue to be leaders in forming innovative partnerships that are advancing responsible gaming in meaningful ways.”

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The igaming supplier will benefit from the partnership by gaining prominent signage throughout Cowboys’ AT&T Stadium year-round, including in-stadium, on the concourse and in-game branding. 

Additional elements within the partnership include in-game promotions, digital integrations and game-day activations at the Cowboys’ stadium.

Hector Fernandez, CEO of Aristocrat Gaming, commented: “We are proud to be the newest partner of the Dallas Cowboys, one of the world’s premier sports and entertainment organisations with a proud championed history, much like Aristocrat Gaming.

“With the success of the NFL Slots portfolio, we have been able to bring the excitement of fan-favourite teams like the Dallas Cowboys to casino floors across the country. We look forward to bringing even more innovative experiences to fans through this partnership.”

Aristocrat has deepened its relationship with NFL fans through this deal, having previously established a multi-year slot licensing agreement with the league. 

In collaboration with the NFL, Aristocrat produced NFL-themed slot machines that are available in casinos across the US, allowing players to select their favourite teams, including the Cowboys, to engage with the slot. 

Chad Estis, Executive Vice President of Business Operations of the Dallas Cowboys, added: “The Cowboys are excited to partner with Aristocrat Gaming to bring even more ways to entertain our fans.

“We pride ourselves on aligning with world-class partners, and Aristocrat Gaming has been a trailblazer in the gaming industry for decades. We are thrilled to work with the Aristocrat team on activation and branding opportunities throughout the year and to have our Cowboys marks featured on their slot machines nationwide.”

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Commencing the ‘Industry and Growth’ track, the Audience With Dan Marino keynote is scheduled to open the second day of the leading igaming and sports betting event in North America, taking place at the Meadowlands Exposition Center, New Jersey, from May 7 to 9. 

During his moderated Q&A keynote session, the 2005 Hall of Fame inductee will reflect on his decorated career playing for the Miami Dolphins, his work with the Dan Marino Foundation, and share his views on the wider sports industry.

Marino said: “I am honored to be a keynote at the upcoming SBC Summit North America. During my time playing in the eighties and nineties, social media was nonexistent, and media publications very rarely provided personal accounts of playing in such a league.

“This will be a fantastic opportunity to shed light on some of the behind-the-scenes action, as well as the necessary mindset required to compete in such a competitive league.”

Hailing from Pittsburgh, Pennsylvania, Dan Marino first found sporting fame playing for his university team, the Pittsburgh Panthers, from 1979 to 1982. During his first three seasons, the team recorded 33 wins and only three losses and was consistently ranked within the top five college football teams in the country. Marino finished his college career amassing 8,597 passing yards, 79 touchdowns and 69 interceptions.

After signing with the Miami Dolphins in 1983, Marino established himself as one of the most promising young athletes in the country, setting several records in his opening seasons. In his second season, Marino notably broke six NFL full-season passing records and was selected as the NFL’s most valuable player. In 1984, Marino made his only Super Bowl appearance during Super Bowl XIX against the San Francisco 49ers. 

The subsequent 16 years saw Marino recognized as one of the greatest quarterbacks in the sport, earning numerous prestigious accolades, including all three major individual NFL awards. In 1996, he became the first quarterback in NFL history to throw for 50,000 career passing yards.

After retiring from the NFL in 2000, during which his number 13 jersey was retired by the club, Marino embarked on an illustrious career as a football analyst for CBS’ pregame show, The NFL Today, from 2002 to 2013. It was announced in 2014 that Marino would return to the Miami Dolphins as a special adviser, a role he continues to hold to this day. 

Away from the field, Marino has garnered much praise for his charitable contributions, establishing the Dan Marino Foundation in 1992 to aid children with neurodevelopmental disabilities. Since its inception, the foundation has distributed over $22m to research, services, and treatment programs. In 1995, the Dan Marino Center was opened, specializing in the diagnosis and treatment of children at risk for developmental and psychological problems. 

Rasmus Sojmark, CEO & Founder of SBC said: “During the 2023 edition of SBC Summit Latinoamérica, we had the privilege of partnering up with the Dan Marino Foundation to host a fundraising raffle. It is amazing to be able to continue this relationship, welcoming Dan as a keynote speaker for SBC Summit North America. 

“Dan is a hugely influential figure, both in the sporting world and with his charitable organization. The keynote address will no doubt provide delegates with a unique and exciting opportunity to hear personal accounts from one of the sporting greatest.”

In 2022, Dan Marino teamed up with Pixiu Gaming, a boutique games studio, and the leading North American ‘Keno’ specialists. The partnership will see a suite of Marino-branded titles hit the market from summer ‘24 including slots, keno, and a brand new innovation, Dan Marino Hail Mary. Pixiu will be donating five percent of its profits from the game to the Dan Marino Foundation.

Jenny Lu, Head of Good Things at Pixiu Gaming, said: “We are hugely thankful for the focus and effort SBC has provided to shine a light on the amazing work done by The Dan Marino Foundation. In keeping with Pixiu’s core message of Meaningful Change, we believe our industry needs to do a lot more to help those in the world who are less fortunate than ourselves.

“We want to challenge people in our space to do more and follow the lead of Marino, who is a sporting legend that now focuses on helping thousands of disadvantaged people lead richer lives. A true inspiration.” 

__________________________________________________________________________________________

For groups of 3 or more, you can purchase the ‘Group Pass Ticket’ gaining you access to all three days of SBC Summit North America for the discounted price of $895 per person. 

Additionally, operators and affiliates can apply for a free pass to the event. 

You can keep up-to-date with the latest news, speakers & exhibitor additions, and conference content by subscribing to the bi-weekly SBC Summit North America LinkedIn newsletter. 

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Utilising the operator’s exclusive online casino partnership with the sports league, the Caesars Football Blackjack game will display the NFL Shield logo and other league signage.

The game is now live on the Caesars Palace Online Casino and Caesars Sportsbook & Casino in New Jersey, Pennsylvania and Michigan.

“The expansion of unique live dealer content like Caesars Football Blackjack delivers in our mission to bring an elevated experience to our players that they can connect with and enjoy,” commented Matt Sunderland, Senior Vice President & Chief iGaming Officer at Caesars Digital. 

“Adding the official sponsorship lock-up logo and partnership designation, including the NFL Shield to our live dealer content is an exciting first in the partnership we’ve enjoyed with the NFL for years.”

With the addition of the Caesars Football Blackjack game, Caesars Digital expands its igaming offering on the Caesars Palace Online Casino, which has been operational since launching in July last year.

With igaming platforms in multiple states where online casino is live, Caesars Digital’s live streams include American and European Roulette, classic and Infinite Blackjack, Baccarat, Craps, Ultimate Texas Hold’em and Three Card Poker.

Back in November, Caesars Digital expanded its casino content to Caesars Palace Online Casino and Caesars Sportsbook & Casino in North America via a partnership with EveryMatrix.

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Signalling the first sponsorship of its kind across the American football league, the collaboration looks to bring the 49ers closer to its Mexican fanbase as the land-based operator is set to serve as the presenting sponsor of its promotional game – 49ers Lucky Six.

Available via the team’s Spanish-language website, 49ers.com/esp, the free-to-play game will allow Spanish language 49ers fans to compete each week to win prizes such as official merchandise and casino credit for Foliatti. 

“Our collaboration with Foliatti Casino represents an exciting milestone as the first partnership of its kind,” said Ryan Connors, Senior Director, San Francisco 49ers. 

“We’re thrilled to be pioneering this path with an authentic Mexican brand like Foliatti Casino, and grateful that it will enable us to engage with new communities in Mexico and provide unique experiences for 49ers Faithful across the country.”

In addition to sponsoring 49ers Lucky Six, the casino brand will be the presenting sponsor of an official 49ers watch party event tailored for the team’s Mexican fans. Details for this event are set to be announced ‘in the near future’. 

Pamela Loman Huerta, Operations Director, Foliatti Casino, commented: “American football is one of the most followed sports in Mexico, so this is an exciting opportunity to connect with one of the most iconic teams in the league.

“The 49ers Faithful are remarkably passionate, and we look forward to showcasing our state-of-the-art casinos with them, while creating new joint experiences for our players and VIPs.”

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