Optimove: US sees increase in active days in August despite retention drops
Analysis of an average of 3.2 million players in the US and 21 million globally showed growth in casino and sports despite casual bettors not returning after the World Cup
This report covers average deposit amount, casino and sports betting amount, casino and sports bettors growth trend, activity days and active customer retention rate for the US against a Global benchmark, for the 12-month period ending August 2026. All figures are based on Optimove’s proprietary igaming data, drawn from an average of 3.2 million active players per month in the US and 21 million active players per month globally.
Key findings and insights
- Retention decline: Both regions experienced drops in retention, most likely related to the lack of continued engagement among casual players who entered the system for the World Cup.
- Activity days increase in US: While the retention rate dropped, the average number of active days per player increased, indicating that the core player base remained engaged.
- Global upward trend: Despite the drop in retention, overall figures showed a significant increase compared to July 2026, particularly in the growth rate for casino and sports, indicating successful acquisition or reactivation campaigns in August 2026.
US vs Global: average deposit amount
The US has deposited above the Global benchmark throughout the 12-month period, averaging $790 against $225, consistently more than three times the Global figure.
Both regions rose from July to August 2026 and stayed above the 12-month trailing average. The US grew from $838 to $865, a 3% increase, while Global grew more in percentage terms, from $208 to $249, a 20% increase.
Overall averages:
- US: August 2026: $865; 12-month trailing average: $790
- Global: August 2026: $249; 12-month trailing average: $225
Definition of ‘average deposit amount’: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of sports and casino bettors (players) who have made at least one deposit.
US vs Global: Average total monthly casino betting amount
The US casino betting amount has run well above Global for the full trailing year, averaging $5,452 against $1,385, nearly four times the Global figure.
The US held essentially flat between July and August 2026, moving from $5,422 to $5,344, while Global rose from $1,575 to $1,673, its highest point of the trailing window.
Overall averages:
- US: August 2026: $5,344; 12-month trailing average: $5,452
- Global: August 2026: $1,673; 12-month trailing average: $1,385
Definition of ‘total monthly casino bet amount’: The average casino bet amount is the total sum of all casino bets divided by the number of bettors who have placed at least one casino bet.
US vs Global: Casino bettors growth trend
This chart tracks the growth of the US active casino bettor base against the Global benchmark, indexed to 100% at the start of the 12-month window.
The US casino bettor index has held close to its starting baseline for most of the trailing year, averaging 102%, while Global has averaged slightly below its own baseline, at 98%.
The US held flat, from 101% to 100%, between July and August 2026, while Global climbed from 111% to 118%, its highest point of the trailing window.
Overall averages:
- US: August 2026: 100%; 12-month trailing average: 102%
- Global: August 2026: 118%; 12-month trailing average: 98%
Definition of ‘casino bettors growth trend’: The growth of the number of active casino bettors over the last 12-month period. It uses the first month of the analysed period as a baseline (100%) and shows relative growth or decline from there.
US vs Global: Average total monthly sports betting amount
The US has spent well above the Global benchmark on sports betting throughout the trailing year, averaging $1,077 against $378, nearly three times the Global figure.
The US grew modestly from $1,115 to $1,128 between July and August 2026, while Global grew from $298 to $395, a 33% increase.
Overall averages:
- US: August 2026: $1,128; 12-month trailing average: $1,077
- Global: August 2026: $395; 12-month trailing average: $378
Definition of ‘total monthly sport bet amount’: The average sport betting amount is the total sum of all sports bets divided by the number of bettors who have placed at least one sports bet.
US vs Global: Sports bettors growth trend
This chart tracks the growth of the US active sports bettor base against the Global benchmark, indexed to 100% at the start of the 12-month window.
The US sports bettor index has run consistently above its own baseline for the trailing year, averaging 112%, while Global has averaged below its baseline, at 92%.
The US held roughly steady, from 116% to 117%, between July and August. Global moved considerably in the same period, climbing from 72% to 96%, its largest single-month move of the trailing year and closing most of the gap with its own baseline.
Overall averages:
- US: August 2026: 117%; 12-month trailing average: 112%
- Global: August 2026: 96%; 12-month trailing average: 92%
Definition of ‘sports bettors growth trend’: The growth of the number of active sports bettors over the last 12-month period. It uses the first month of the analysed period as a baseline (100%) and shows relative growth or decline from there.
US vs Global: Average number of activity days per active player
US and Global activity days have tracked closely over the trailing 12 months, averaging 8.7 and 8.8 days, respectively, with neither market showing a sustained lead over the other.
Both rose between July and August 2026. The US climbed from 8.6 to 9.0 days, and Global climbed from 8.3 to 9.2 days, edging slightly ahead of the US for the first time in several months.
Overall averages:
- US: August 2026: 9.0; 12-month trailing average: 8.7
- Global: August 2026: 9.2; 12-month trailing average: 8.8
Definition of ‘average activity days’: The total number of activity days divided by the number of casino and sports bettors who have at least one activity day.
US vs Global: Average active customer retention rate
US and Global retention rates have tracked closely over the trailing 12 months, averaging 71% and 73%, respectively.
Both declined in August to their lowest points of the trailing window. The US fell from 71% to 65%, and Global fell from 73% to 60%, its largest single-month decline this year.
Overall averages:
- US: August 2026: 65%; 12-month trailing average: 71%
- Global: August 2026: 60%; 12-month trailing average: 73%
Definition of ‘active retention rate’: The percentage of casino and sports bettors who were active in the preceding month and remained active in the