A record 50.4 million Americans are expected to wager an estimated $16.0bn on Super Bowl LVII this weekend, according to forecasts from the American Gaming Association (AGA).
Based on a national sample of 2,199 adults, the AGA said 20% of American adults will place at least one bet on the game between the Philadelphia Eagles and Kansas City Chiefs this weekend.
This would be a 61% increase on the record set in 2022, while the AGA also said the amount wagered by players is expected to more than double year-on-year.
Of those adults who plan to wager on the game, 30 million will place a traditional sports bet online, at a retail sportsbook or with a bookie, up 66% from last year, while 28 million will bet casually with friends or as part of a pool or squares contest, a 50% rise on 2022.
The AGA noted that the widespread legalization is also driving fan interest in the NFL, with 34% of fans saying the expansion of legal wagering has made watching the NFL more interesting. Some 33 states and Washington DC currently offer legal betting.
“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,” AGA president and chief executive Bill Miller said.
In terms of responsible gambling messages, 71% of traditional Super Bowl bettors said they saw some form of campaign promoting safe betting in the last year.
The AGA also found that younger Americans under the age of 35 years old were more likely to recall seeing a responsible gaming message, as well as view it as important to only wager legally.
“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 said.
In addition, the pre-game survey suggested an even split among fans as to which team will win, with 44% planning each to bet on Eagles and the Chiefs.