AGA survey: Super Bowl LVIII expected to attract record 67.8M US bettors, $23.1B handle

A record 67.8 million American adults (26%) are expected to bet on Super Bowl LVIII, a 35% increase from 2023, according to a new American Gaming Association (AGA) survey. Bettors plan to wager an estimated $23.1 billion on this year's Big Game, up from $16 billion last year.

🏈 AGA research estimates 68M American adults will bet on #SBLVIII, including 29M via a legal online U.S. sportsbook.

As consumers migrate to the regulated market, see how legal operators are investing in responsible wagering resources and education 👉 https://t.co/y4iOcWF9sp pic.twitter.com/uSts2sUPms

— American Gaming Association (@AmericanGaming) February 6, 2024

With the expansion of legal sports betting, traditional Super Bowl wagers are expected to pass casual wagers for a second consecutive year. 42.7 million American adults plan to place a traditional sports wager online, at a retail sportsbook, or with a bookie (up 41% from 2023), while 36.5 million plan to bet casually with friends or as part of a pool or squares contest (up 32% from 2023).

28.7 million adults, or 11%, intend to place online wagers using a legal U.S. sportsbook. Importantly, as Americans continue to migrate to the legal market, industry investments in responsible gambling continue to resonate.

The majority of traditional Super Bowl bettors (75%) report seeing a responsible gambling message in the last year, up from 71% in 2023. Meanwhile, 47% of all American adults recall hearing or seeing a responsible gambling message in the past year, up from 40% last year.

Bettors are nearly split on the outcome of the game with 47 percent planning to bet on the Kansas City Chiefs and 44 percent planning to bet on the San Francisco 49ers.

"As the Super Bowl comes to Las Vegas for the first time, this year's record interest in wagering marks a full circle moment for the U.S. gaming industry," said AGA President and CEO Bill Miller. "Our priority remains to get this opportunity right by providing the consumer protections only a regulated market can guarantee and investing in responsible gambling tools, safeguards, and education."

Bill Miller, AGA President and CEO.

Currently, 38 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 (67%, 164 million) live in a live, legal sports betting market.

Morning Consult conducted the online survey on behalf of the AGA between January 30 – February 1, among a national sample of 2,204 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.