Entain’s Betting Bonanza: Record Surge in Global Wagers for Super Bowl Showdown in Vegas

super bowl las vegas
Share on Social

British gambling giant Entain has reported a significant uptick in wagers from both the US and European markets for this year’s Super Bowl extravaganza, hosted at the Allegiant Stadium in Las Vegas on February 11. The thrilling face-off between the NFL’s Kansas City Chiefs and the San Francisco 49ers not only captivated a vast domestic audience but also succeeded in attracting a substantial international viewership, a development mirrored by a remarkable increase in betting activity.

Data extracted from Entain’s leading digital sportsbook brands, including Coral, Ladbrokes, and bwin, illustrates a 12% jump in bets placed by UK and European patrons in comparison to the previous year. This surge is further underscored by data from BetMGM, a joint venture between Entain and MGM Resorts International, which recorded an over 30% hike in total bets for the Big Game, setting a new precedent for the event. The platform also welcomed a 72% increase in new registrants and reported a 51% rise in female bettors, indicating a broadening appeal of the event across diverse demographics.

The trend of increased engagement was particularly pronounced in the UK market, where Ladbrokes and Coral registered a staggering 74% boost in Super Bowl wagers compared to 2020. Moreover, the participation of female bettors in the UK skyrocketed by 217%, with their overall share escalating by 86% since the 2020 showdown. These figures not only reflect the growing popularity of American football outside its home turf but also signify the sport’s success in reaching a wider, more varied audience.

Sameer Deen, Entain’s Chief Commercial Officer, emphasized the global allure of Las Vegas as the entertainment capital, particularly for landmark sporting events like the Super Bowl. “Last Sunday’s Big Game showcased Las Vegas’s capacity to draw global crowds for premier sporting showdowns. It presented us with an unparalleled opportunity to enhance our sportsbook offerings, allowing us to cater to our UK and European clientele with a richer array of sporting events, while also integrating them into a worldwide fan community,” Deen stated.

In alignment with the heightened excitement surrounding the event, BetMGM unveiled its latest app in Nevada, further enriching the betting experience for its users. The launch was complemented by BetMGM’s debut Big Game television commercial, which starred NFL icons Tom Brady and Wayne Gretzky, alongside celebrated actor Vince Vaughn, as part of a captivating three-part teaser campaign. Additionally, BetMGM fortified its social media presence through a strategic partnership with X (formerly Twitter), becoming the platform’s exclusive Live Odds Sports Betting partner just in time for the Super Bowl festivities.

This year’s Super Bowl not only solidified Las Vegas’s status as a magnet for sports and entertainment enthusiasts from across the globe but also underscored the evolving landscape of sports betting, marked by increasing participation from international markets and a more diverse betting demographic. Despite the curtains closing on this year’s event, the records set by Entain and BetMGM in terms of betting volume and customer engagement herald a new era for global sports wagering, one that promises even greater inclusivity and reach in the years to come.