A record 68 million American adults (26%) are expected to bet $23.1 billion on Super Bowl LVIII, a 35 percent increase from 2023 estimates, according to American Gaming Association (AGA) research. Bettors plan to wager an estimated $23.1 billion on this year’s Big Game, up from $16 billion last year.

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 percent, 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 percent in 2023. Meanwhile, 47 percent of all American adults recall hearing or seeing a responsible gambling message in the past year, up from 40 percent last year.