A record 50.4 million American adults (20%) are expected to bet $16 billion on Super Bowl LVII, according to American Gaming Association (AGA) research. The expected number of bettors is a 61 percent increase from AGA’s 2022 estimates and the expected wagering total is more than double last year’s projections.
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), while 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 legal sports betting has made watching an NFL game more exciting.
“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 CEO Bill Miller
Industry investments in responsible gaming continue to 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.
Bettors are evenly split on the outcome of the game with 44 percent each planning to bet on the Philadelphia Eagles and Kansas City Chiefs.
Morning Consult conducted the online survey on behalf of the AGA between Jan. 31 – Feb. 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.