Gambling is popular across the US
There can be no denying that gambling is popular in the US. Whether legislators choose to ban it, regulate it, legalize it, drive it underground, or promote it, the human interest to gamble means it will remain a popular form of entertainment. The US is home to some of the most iconic gambling destinations in the world, like Las Vegas and Atlantic City, and it is woven into the country's cultural iconography. According to Statista, land-based gambling is still the dominant market sector. However, just as with gaming, gambling is a perfect fit for online play, as people are not restricted to what is on offer in their locale but can wander further afield to find more.
Strictly regulated
However, unlike online gaming, where players can battle against opponents from anywhere in the world, online gambling for real money is a highly regulated industry with each US state having its own rules and regulations. Gambling in some form or another is now widely accepted in almost all US states with the exception of Utah and Hawaii. Even after the Supreme Court ruled that PASPA's federal ban on sports betting was unconstitutional, the 1961 Wire Act still restricts gambling across state borders. Therefore, everything is decided on a state-by-state basis and, other than in exceptional circumstances, cross-border gambling is off-limits.
The US Online Gambling Market was estimated at USD 2.5 billion in 2022 and is anticipated to reach around USD 9 billion by 2032, growing at a CAGR of roughly 17% between 2023 and 2032. Unsurprisingly, the market is dominated by sports betting, as it is much more readily available. However, in the seven states where online casino gambling is legal, casino gambling has the lion's share compared to sports betting. In theory, if every jurisdiction that allowed sports betting also allowed real-money casino gambling, the market could be astronomical.
Games are part of our identity
Games – whether role play, combative, fantasy, or gambling – engage players through narrative and suspense. Through their rules and frameworks, they define success and build community values. These are not accidental but crafted by developers who embed these values within the digital experiences they create. Game developers are modern-day storytellers who can shape their audience's worldview and ethical compass. While many gamers are happy to just play for fun, an increasing number of social media influencers are looking to monetize their activity through content creation and streaming.
Streaming has a lower cost of entry and endless possibilities
Let's be honest, it takes a considerable development budget to get a game to market. Streaming something that already exists compellingly and entertainingly has a significantly lower entry cost. In fact, many gamers already have all the kit they need from playing with friends. While those at the top of their game will invest in increasingly elaborate equipment, getting started is pretty straightforward. Pick a platform, choose your niche, establish your narrative and personality, and give it a whirl.
If you decide to concentrate on online casino gambling, you need to be aware of the legislation and restrictions surrounding the market in the US. The first thing you will need to find is a reputable online casino to play at. This research could take you days, weeks, or even months. There is so much choice, how can you find the best outlets, the best games, or the most lucrative bonuses? Fortunately, a review site like Casino.us has already done the hard work for you. You just need to hop onto their site, check your location, and find out what's on offer where you live. They only recommend great, legal, and fun outfits, so you can be safe in the knowledge that you are playing on a legitimate site.
Creating compelling narratives and reasons to keep watching
What any gaming streamer needs is an interesting angle (and we do not just mean camera angle). What made someone like Drake so compelling to watch when he was working with Stake was the sheer audacity of his gameplay. While the Curacao-based site is illegal in the US, they created a sister site to allow fans to bet without using real money. However, while it all seemed really exciting, Drake had actually signed a marketing agreement with the platform and was not gambling with his own money. Most gamers are not going to be able to command an audience like Drake, so it might be wise to come up with a better plan.
Choosing a platform
Twitch was the most popular casino gambling streaming site, but after it banned streams from unlicensed casino sites, it was inevitable that something else would emerge to carry on where it left off. Kick was launched in 2022 with backing from Stake's co-founders, Ed Craven and Bijan Tehrani. While Twitch's revenue split was 70/30, Kick only takes 5% of the revenue generated by its streamers. This has attracted content creators to its platform, making it the streaming platform of choice for many gamers and gamblers.
Deciding on the games
The rise of live-dealer gambling is also an excellent opportunity for streamers. Here, your audience gets to see you battling it out not against a machine, but against a real human dealer. There are all kinds of game choices, including roulette, poker, and blackjack. Despite the games taking place in specialised studios around the world, there is a sense of total immersion on a casino floor. You get the most realistic experience without leaving the comfort of your living room, and those watching you have the vicarious pleasure of watching the streamer bet against the house.
Creating a business plan – it is not about luck
On the subject of betting against the house, the bottom line is that the casino always wins. It is a business, and it has to make money. Therefore, any potential streamer needs to work out how they will finance and monetize their stream. Despite appearing to win huge sums of money on jackpot payouts, successful streamers do not make their money from the gambling but from having a shrewd business plan and understanding how to entertain an audience. While the equipment required might present a low barrier to entry, success will come from a creative and compelling narrative and engagement strategy. You will also need a decent gaming machine, so do not scrimp on the hardware.
