The rise of mobile apps transformed betting from a niche pastime to a mainstream entertainment. People can now place bets in seconds anywhere, anytime.
Europe leads the market with the UK, Italy and Spain seeing billions wagered each year. Asia is catching up fast and particularly the vast underground Chinese betting market.
In the US, legalisation has been liberalised since 2018, and with more than 30 states now allowing sports betting, Americans wagered $120 billion legally between 2018 and 2023.
Streaming and betting are merging on apps, and the latest trends show a shift towards micro-betting, with players now often betting on passes, fouls, corners and the performance of individual players, to name but a few of the increasing number of niche betting options.
Esports betting is also rising thanks to a new generation of younger fans.
The global sports betting audience is now over 1.6 billion, and that number keeps growing thanks to growing accessibility, tech and social media.
Changing sports betting laws
Across the world, laws on sports betting vary widely.
In the US, each state now sets its own rules. Over 30 states have allowed legal sports betting while others, like Utah and Texas, still ban it. In Canada, single-event betting only became legal in 2021.
In Europe, regulation is more established. The UK has long-established licensed betting shops and online operators, while Italy, France and Spain also regulate their sports betting, albeit with tighter ad controls.
Asia is more mixed. Japan and South Korea allow limited betting, while China bans it, except for state-run lotteries.
Australia permits sports betting and has one of the highest rates of participation.
Online fun
The rise of online betting has changed everything. Mobile apps, live betting and easy payments have fuelled a huge increase as players can now bet 24/7 from anywhere.
Online platforms offer bets on dozens of sports and the range is growing. Millions of punters all over the globe can now bet on rugby in New Zealand, baseball in Japan or cricket in India, no matter where they are situated.
Some platforms now include virtual sports, esports and even politics or weather. A range of betting providers also provide betting tips to punters to help them make decisions when placing a bet.
Bettors are no longer limited to local games or bookmakers because the market is global, digital and expanding at a bewildering rate.
The current top ten sports for betting
Football (Soccer)
The world’s most bet-on sport is the most global, with 210 different countries listed on Fifa's official world rankings.
- Top events: FIFA World Cup, UEFA Champions League, Premier League, La Liga, Serie A.
American Football
This dominates the US betting market, and its clear structure attracts sports betting.
- Top events: NFL, Super Bowl, NCAA College Football.
Basketball
Fast paced, with frequent scoring and tight finishes, basketball is most popular in the US, China and Europe.
- Top events: NBA, NCAA March Madness, EuroLeague, FIBA World Cup.
Tennis
Daily matches, global reach and head-to-head format make pro tennis perfect for live betting.
- Top events: Wimbledon, US Open, French Open, Australian Open, ATP/WTA tours.
Horse Racing
The traditional betting sport has fixed schedules and a rich history that attracts serious punters.
- Top events: Grand National, Cheltenham Festival, Royal Ascot, English Classics, Kentucky Derby, Melbourne Cup.
Cricket
One of the biggest sports in India, Australia and the UK. Its strategic and long-form matches are perfect for in-play betting.
- Top events: IPL, The Ashes, Cricket World Cup, T20 World Cup, Big Bash, The Hundred.
Baseball
Baseball is very big in the US and Japan where its statistical depth appeals to data-driven bettors.
- Top events: MLB, World Series, Nippon Professional Baseball.
Golf
The slow pace and varied odds of golf suits strategic betting.
- Top events: The Masters, The Open, US Open, PGA Championship, FedEx Cup, Ryder Cup.
Boxing/MMA
The one-on-one drama of the fight industry draws huge betting volumes.
- Top events: UFC, WBC/WBA/WBO/IBF title fights, major PPV bouts.
Esports
This is a fast-rising sector among younger bettors who love the constant matches and global teams.
- Top events: League of Legends Worlds, Dota 2’s The International, CS:GO Majors.
The future of sports betting
The world of sports betting is evolving fast. Online platforms now dominate the market and bettors want speed, variety, and convenience. Live betting, micro-bets and streaming integration are setting the new standards.
Smartphones accommodate most sports bets. Mobile bets account for over 70% of all online wagers, with players relishing the instant odds, cash-out options and personalised offers.
It’s a battle of tech too. Bookmakers use algorithms to adjust odds in real time while bettors use data tools to find the best value types of bets. Some apps let users share tips, track each other’s bets, or compete in pools.
More countries are legalising and taxing sports betting but concerns over integrity and advertising are rising, so we can expect more targeted controls in future. New markets are opening in Africa, Latin America and parts of Asia.
The industry’s future is digital, data-driven and very global. At its heart, however, it’s what it always has been – a combination of passion for sport and the thrill of predicting the outcome.