Seven states generate all $10.7 billion of US iGaming revenue — growing 27.6% a year. Together they out-earn the United Kingdom’s entire online gambling sector, with 60% of the population.
US iGaming cleared $1B in a single month for the first time. In Pennsylvania and New Jersey, online casino revenue now exceeds land-based casino revenue — a first in both states.
All of it comes from seven states. New York, Illinois and Massachusetts are actively weighing legislation. If they pass, the addressable population roughly doubles overnight — and the operators already on air next door are first through the gate.
State-by-state licensing hands you a natural test-and-control structure. Launch TV in one state, hold out comparable markets, read incremental installs, registrations and first-time depositors directly. No modelling leap of faith.
US per-capita iGaming spend runs nearly 3x the UK while growing 27.6% against single digits. Ontario — the closest structural comparison — grew iGaming 40% in 2025. That is the trajectory each new state should be expected to follow.
| State | Population | 2025 market note |
|---|---|---|
| Pennsylvania | 13.0M | $3.46B — largest US market |
| Michigan | 10.1M | Top-three iGaming market |
| New Jersey | 9.5M | Pioneer market; $12.2B sports handle |
| Connecticut | 3.7M | Duopoly, high per-capita spend |
| West Virginia | 1.8M | Established, underserved |
| Rhode Island | 1.1M | Newest live market |
| Delaware | 1.0M | First state to legalize |
iGaming converts across entertainment, factual and news at broader dayparts and lower CPMs than live sport. We plan it differently from sports betting, on purpose.
CTV geo-fences at household level, so ads run in licensed states only — documented and auditable. Linear is planned by DMA against your licence map.
| Route | Timing | Read |
|---|---|---|
| The Upfront | 12–18 months ahead | Billion-dollar commitments. Wrong door for a market entrant. |
| Scatter | 2–13 weeks ahead | Your linear entry. Flexible, market-priced, includes local DMA buys |
| Programmatic CTV | Days | Your fastest entry. Geo-fencing built in. Minimums $25K–$50K |
| Managed service | Weeks | Direct with Hulu, Peacock, Amazon, YouTube. $100K+ minimums |
The operational surprise nobody warns you about: most US networks require a US-registered entity, US credit, or a US-based Agency of Record to transact at all. We are that AOR. One signature and you’re transactable in America.
| Format | Typical CPM | Read |
|---|---|---|
| Live sport (NFL / NBA) | $18–$40+ | Most expensive inventory in US TV — and the best betting adjacency |
| Broadcast primetime | $13–$30+ | Mass reach, trust halo |
| Premium CTV | $13–$30 | Geo-fenced, measured, brand-safe |
| Programmatic CTV | $8–$23 | The workhorse of a compliant launch |
| National cable | $4–$18 | Efficient frequency layer |
| AVOD (Tubi, Pluto, Roku) | $6–$15 | Cheap incremental households |
| Local broadcast / cable | $3–$10 | Licensed-state DMAs at regional cost |
Licence map confirmed. Target states, audiences and budget set. State-by-state plan across linear DMAs and CTV. Creative brief agreed.
Script to finished spot. We produce your broadcast-ready creative, included. Compliance and responsible-gaming elements built in at production, not patched in after a rejection.
Network clearances secured. CTV campaigns built with state geo-fencing. Linear placements booked.
Live on CTV, linear flights begin. Measurement baseline set from day one: geo-level incrementality design, promo tracking, MMM inputs.
Matched-market designs across DMAs and states. The gold standard for proving TV causes growth, not just correlates with it.
Every impression logged by household geography, feeding cost-per-install and cost-per-first-time-depositor by state, daypart and creative.
Minute-by-minute response in downloads, site traffic and brand search after every linear spot airs.
TV’s contribution read alongside every other channel, so budget follows evidence, not attribution bias.
Weekly reporting: cost per install and cost per first-time depositor, by state, by daypart, by creative. If TV isn’t paying back, we’ll be the ones to show you.
Every vertical mapped. Footprints sized, buying routes explained, costs benchmarked, compliance and measurement laid out.
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Every vertical mapped, media footprints sized, buying mechanisms explained, costs benchmarked, and the compliance and measurement frameworks laid out end to end.
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