Optimove: US players stake more than global average but lack the same ‘stickiness’
Analysis of 2025 KPIs show average deposit amount peaked in July at $654 before experiencing a dip and then a steady recovery toward the end of the year
This analysis examines key performance indicators in the online gaming sector, comparing the US market against the global market. The data is based on a 12-month average of 3.2 million active players per month in the US and 21 million globally. The period analyzed spans from January 2025 to January 2026. The insights cover player growth, deposit amounts, betting volumes, retention rates, and player activity.
Key findings and insights
- Financial disparity versus frequency: Compared to the global average, US players contribute significantly more, with higher deposits and wagers. However, global players exhibit higher ‘stickiness’ both in terms of active days per month and overall retention rates, suggesting a more consistently engaged user base.
- Retention resilience: Global retention rates remained consistently higher and more stable throughout the year. While the US saw a dip in mid-2025 (hitting 61% in March), it staged a strong recovery in the second half of the year, nearly reaching parity with global averages by January 2026 (almost 70%).
- Fluctuation in US sports betting: The US sports betting player base shows seasonal fluctuations, evidenced by a 25% drop in February 2025, followed by a great surge in March. This is likely due to a drop after the Super Bowl, with a resurgence the following month for March Madness. In contrast, the global sports betting base shows much more linear and stable growth patterns.
- Market maturity indicators: The global market shows sustained growth above the initial baseline for both casino and sports segments. The US market, while high-value, didn’t reach the January 2025 baseline in terms of active bettor growth, indicating a more competitive environment where retention of existing high-value users is paramount.
US versus global: Average monthly total deposit amount
Over the last 12 months, the US market showed an upward trajectory through the first half of 2025, peaking in July at $654 before experiencing a dip and then a steady recovery toward the end of the year.
The global average remained remarkably stable with a slight upward tilt, growing from $210 in January 2025 to $247 by January 2026. Comparing January 2026 to December 2025, the US saw a 3.3% increase (from $570 to $589), while the global average experienced a slight decrease of 2.7% (from $254 to $247).
Overall averages:
- US:
January 2026: $589
12-month trailing average: $568
- Global:
January 2026: $247
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 versus global: Average total monthly casino betting amount
US market shows a significant spike in March 2025 ($8,883), followed by a gradual downward trend that stabilized in the final quarter of the year. In contrast, the global market displayed a slow but consistent increase in betting volume over the 12-month period, starting at $1,280 and ending at $1,427. In the month-over-month comparison, the US saw a positive uptick of 3.2% from $6,082 in December to $6,280 in January 2026, while global bets decreased slightly from $1,493 to $1,427.
Overall averages:
- US:
January 2026: $6,280
12-month trailing average: $7,406
- Global:
January 2026: $1,427
12-month trailing average: $1,358
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
US versus global: Casino bettors growth trend
The 12-month trend reveals opposite trajectories: the US market started strong with a peak in February (117%) but entered a steady decline in player growth starting in July, ending the year below the baseline. Conversely, the global market dipped initially but then spent the majority of the year performing above the 100% baseline, peaking at 117% in December.
For the most recent period, the US market showed a slight recovery, moving from 80% in November/December to 82% in January 2026. The global market demonstrated a decrease from 117% in December 2025 to 111% in January 2026.
Overall averages:
- US:
January 2026: 82% of baseline
12-month trailing average: 97% of baseline
- Global:
January 2026: 111% of baseline
12-month trailing average: 107% of baseline
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 analyzed period as a baseline (100%) and shows the percentage change in the number of active players each subsequent month for both the US and global markets.
US versus global: Average monthly total sports betting amount
Throughout the year, the US sports betting market had typical cyclical fluctuations, likely influenced by the American sports calendar, showing high volume in the spring (March/April) and a drop in the summer.
The global market showed much lower volatility, maintaining a tight range between $350 and $440. Comparing the most recent data, the US market displayed a 1.6% increase from $798 in December to $811 in January 2026, but this is still below the numbers of January 2025.
Overall averages:
- US:
January 2026: $811
12-month trailing average: $929
- Global:
January 2026: $435
12-month trailing average: $402
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 versus global: Sports bettors growth trend
The US market experienced volatility early in 2025, likely tied to major sporting events like the Super Bowl and March Madness; it dropped to 75% in February before soaring to 116% in March. From mid-2025 onward, the number of US sports bettors trended downwards, ending the year below the baseline.
The global market, while also experiencing a dip in mid-summer (reaching a low of 90% in June), maintained a much more consistent growth trajectory in the latter half of the year. In the most recent comparison, the US saw a marginal increase from 81% in December to 82% in January 2026, while the global market grew more robustly, from 106% to 109%.
Overall averages:
- US:
January 2026: 82% of baseline
12-month trailing average: 93% of baseline
- Global:
January 2026: 109% of baseline
12-month trailing average: 101% of baseline
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 analyzed period as a baseline (100%) and shows the percentage change in the number of active players each subsequent month for both the US and global markets.
US versus. global: Average number of activity days per active player
The 12-month trend shows that global players consistently engage with platforms more frequently than US players, maintaining a lead of approximately 1.0 to 1.5 days per month. US engagement was particularly volatile in early 2025, hitting a low of 6.8 days in February before stabilizing around 7.7 to 8.0 days. In the most recent month, US activity decreased from 8.0 days in December to 7.7 days in January 2026. Similarly, global activity saw a minor decline from 9.2 days to 9.1 days.
Overall averages:
- US:
January 2026: 7.7 days
12-month trailing average: 7.9 days
- Global:
January 2026: 9.1 days
12-month trailing average: 9.1 days
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
US versus Global: Average active customer retention rate
Global retention rates have remained relatively stable throughout the period, consistently staying within the 66% to 74% range. The US market began the year with a decline in retention, dropping to a low of 61% in March 2025. However, the country demonstrated resilience, steadily climbing to meet a peak at 76% in September.
By January 2026, the two markets reached a near-convergence, with US retention at 70% and global at 72%. Comparing the most recent month, the US saw a 1.4% increase (from 69% to 70%), while the global rate improved by 4.3% (from 69% to 72%).
Overall Averages:
- US:
January 2026: 70%
12-Month Trailing Average: 68%
- Global:
January 2026: 72%
12-Month Trailing Average: 71%
