Amid legal betting expansion

AGA survey: Super Bowl LVII expected to attract record 50.4M US bettors, $16B handle

Arizona's State Farm Stadium in Glendale will host Super Bowl LVII.
Reading time 2:10 min

The American Gaming Association (AGA)'s latest survey shows a record 50.4 million American adults (20%) are expected to bet on Super Bowl LVII, a 61% increase from the record set in 2022. Bettors plan to wager an estimated $16 billion on this year's championship game, to take place February 12 at the State Farm Stadium in Arizona, more than double last year's estimates.

With the expansion of legal sports betting, traditional Super Bowl wagers are expected to pass casual wagers for the first time ever:

  • 30 million American adults plan to place a traditional sports wager online, at a retail sportsbook, or with a bookie, up 66% from 2022.
  • 28 million plan to bet casually with friends or as part of a pool or squares contest, up 50% from 2022.

Sports betting legalization is also driving fan interest in the NFL, as more than a third (34%) of NFL fans say that the expansion of regulated sports wagering has made watching an NFL game more exciting.

Bill Miller, AGA President and CEO, said: "Every year, the Super Bowl serves to highlight the benefits of legal sports betting: bettors are transitioning to the protections of the regulated market, leagues and sports media are seeing increased engagement, and legal operators are driving needed tax revenue to states across the country."

"As interest in legal sports betting continues to expand, the gaming industry remains committed to responsibly delivering world-class entertainment, educating consumers about how to bet responsibly, and combating illegal gambling as we work to build a safe, competitive, and sustainable legal market for all," Miller added.

Bill Miller, AGA President and CEO.

According to the latest report, industry investments in responsible gaming resonate. The majority of traditional Super Bowl bettors (71%) report seeing a responsible gaming message in the last year. Importantly, younger Americans (under 35 years old) are more likely to recall seeing a responsible gaming message and younger bettors are more likely to say it is important to only wager legally.

As for the Big Game, bettors are evenly split on the outcome, with 44% each planning to bet on the Philadelphia Eagles and Kansas City Chiefs.

Currently, 33 states and Washington, D.C feature live, legal sports betting markets, with three additional legal markets awaiting launch. This means that more than half of American adults (57%, 146 million) live in a live, legal sports betting market.

Morning Consult conducted the online survey on behalf of the AGA between January 31 – February 1, 2023, among a national sample of 2,199 adults. The data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region.

The margin of error is +/-2 percent and greater among subgroups. Bettors include those who expect to place a bet online, with a bookie, with a casino sportsbook, in a pool or squares contest, or casually with family or friends.

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