2024 was the year America started to bet on everything
iStock; Rebecca Zisser/BI
If it feels like everybody's betting nowadays, it's because a whole lot of people are. 2024 was the year companies from sportsbooks to prediction markets to trading apps asked, "Wanna bet?" And Americans responded with a resounding yes.
The ground has shifted on gambling in the US in recent years as it's become easier than ever to try your luck at, well, a lot of things. In a survey conducted in July and August for the American Gaming Association, 55% of surveyed adults said they had participated in some sort of gambling over the past year, up from 49% in 2023. Americans are expected to wager some $150 billion on sports this year, up from about $120 billion in 2023. People bet tens of millions of dollars on the 2024 election, with companies such as Polymarket and Kalshi raking in big bucks. The trading platform Robinhood got into presidential-election betting, and it says it's looking into sports gambling now, too.
It's not just explicit betting, either. A lot of "investing" looks very much like gambling nowadays. There's an increasing acknowledgment that the point of bitcoin is really "number go up" (and down), that it's a speculative investment without much of a use case. Small-time investors doing options trading on platforms such as Robinhood aren't banking on a stock's underlying value; they're just guessing at where it's headed over the next little while. And the meme coins are just complete casinolike chaos, full of pump and dumps and rug pulls and meteoric rises and falls.
Even if you're not putting money on the line, it's almost impossible to escape the proliferation of gambling. There are unceasing commercials during sports games and a deluge of ads on our phones. Culturally, the broader acceptance of gambling is on the upswing — betting's positioned as cool and exciting and fun. There's not so much focus on the downsides yet. Betting is in its Marlboro Man era, and a lot of people are dealt in.
"There's definitely a younger cohort that is trying to — I don't want to say get rich fast, but they're looking for ways to get around the system," Chad Beynon, an equity analyst at Macquarie, said.
That can take a lot of formats — betting on a football game or piling into a meme coin because some guy on X said it was the next big thing. It sounds more appealing, though not more realistic, than a traditional 9-to-5 job. That's especially pertinent in an economy where people don't feel particularly optimistic about their prospects. Instead of a "vibecession," maybe what's happening is a "vibe-screw-it."
The most novel — and notable — gambling story in the US remains the explosion of sports betting. Since the Supreme Court in 2018 struck down a federal law prohibiting it, 38 states plus Washington, DC, have legalized wagering on games. The past few years have been a land grab of sorts, with companies such as DraftKings, FanDuel, Caesars, MGM, and even Disney (via ESPN) trying to get a piece of what they hope will be a very lucrative pie.
"That's the one that opened the floodgates in terms of creating a large addressable market and throwing a spotlight on the scale of the US online-gambling opportunity," Chris Grove, a sports-gambling-industry investor at Acies Investments, said.
The top two operators — DraftKings and FanDuel — have managed to amass a lot of market share and start to venture into other arenas, such as lotteries and iGaming, the industry term for online blackjack, roulette, and slot machines, which is thus far legal in only a handful of states. Adjacent products around daily fantasy sports, such as PrizePicks, have taken hold as well. It "just shows that consumers are clamoring for something," Grove said.
The takeoff of sports gambling has many businesses looking around and wondering just what else people are willing to bet on.
There's still room for growth in sports betting, though it's increasingly limited. There are some big holdout markets, such as Texas and California, and only about one-fifth of the population has bet on a sport in the past year, according to the AGA. But the holdout states are holding out for a reason, and at least some aren't likely to change course. Companies sort of have to look elsewhere to get people to open their wallets.
"For the business model to work, you probably need to cross-sell to other areas," Beynon said.
The takeoff of sports gambling has many businesses looking around and wondering just what else people are willing to bet on — and, in many cases, guessing correctly that the list of possibilities is long. Maybe sports betting isn't for you. That's fine, but what about an online lottery? Or sweepstakes casinos? Or a slot machine on your phone? Or the next Treasury secretary of the United States?
"The minute that you got widespread regulated online gambling in the US, it was inevitable that nontraditional stakeholders were going to look at getting in on the action," Grove said. "Robinhood is one example of that, and prediction markets are one of the most likely vectors for that expansion, but they're far from the only brand or the only vector that we're going to see explore online gambling in years ahead."
Beyond sports betting, 2024 was a monumental year for prediction markets and crypto. People spent millions of dollars betting on the election, despite the legal gray area around political gambling. On Polymarket, players — though not Americans — can bet whether the US will confirm aliens exist or if Luigi Mangione, the suspect in the killing of UnitedHealthcare's CEO, will plead guilty. In Cryptoland, bitcoin surpassed the $100,000 mark, and despite constant scams, the meme-coin market is as alive as ever. These are not legitimate investments; they're bets people are making that they can get out before everyone else. (Sometimes, in the pump and dump, you think you're the dumper when you're really the dumpee.) Given Donald Trump's election, it doesn't look like tough regulation is coming for the crypto space anytime soon, so hold on to your hats.
Broadly, gambling has been normalized across American culture. Sports leagues used to be anxious about sports betting and worry it would turn off fans. Now they've seen the dollar signs and embraced it. The vibe around elections betting is that it's kind of cool and smart, a wisdom-of-the-crowds way to prove your political chops. With crypto, the hope is everybody's going to get their bag sooner or later, or if not, at least they think they're in on the joke.
"Every consumer has different motivations for why they're doing it," said Steve Ruddock, a gambling-industry analyst and consultant and the author of Straight to the Point, a newsletter about gambling. "Some are doing it purely for entertainment. Some are doing it as a time sink. Some small percentage are doing it because they're addicted."
It's easy — and responsible — to worry about the harms of gambling culture. There's evidence to suggest sports betting in the US is getting people into trouble with debt collectors, leading to missed car payments, and may even cause a spike in bankruptcies. When people are betting on a baseball game, they're not putting money into long-term investments, and households that are already under financial strain are harder hit. And whatever negative impacts occur aren't limited to gamblers themselves.
"The harms radiate out into families, into the economy, into many sectors of social and cultural life," said Rachel Volberg, a professor at the University of Massachusetts Amherst who researches gambling. Most research suggests about 1% of adults develop a gambling disorder. But just because you don't meet the clinical criteria for a disorder doesn't mean all is fine and dandy, Volberg said. "To only talk about the tip of the iceberg means you miss 90% of the impacts," she told me.
Gambling companies have mechanisms in place to ensure responsible gambling. (Not to mention that some companies offering crypto and high-flying stock trading say this is not gambling at all.) Reasonable minds can question how effective those are. In the US, there's a lot of impetus placed on individual gamblers to police themselves and set their own limits, and even if you do reach your limit, you can move on to another app.
The harms radiate out into families, into the economy, into many sectors of social and cultural life.
The sudden boom has pushed public health experts in the US and worldwide to sound the alarm on gambling. A recent report from The Lancet Public Health commission on gambling found that nearly 450 million people around the globe have experienced at least one behavioral symptom or negative consequence from gambling.
"The answer, globally, that the commission puts forth is, 'Come on, guys, wake up,'" said Malcolm Sparrow, a professor of the practice of public management at Harvard and one of the members of the commission. "We are in a very rapid growth period. The assumption is that legalization, which is already running a pace, is going to just continue until it's ubiquitous. And we are not paying enough attention to gambling-related harms."
Here is the thing, though: Gambling is fun. Generally, people do have a right to use their money how they please, and most can gamble responsibly. Exactly how to regulate and where to draw lines is complicated, whether you're talking about an in-game bet or an obscure penny stock or a meme coin that makes zero sense. But public health experts say it's important to figure out where to draw it.
"On many other public health issues, we are, to a degree, paternalistic," Sparrow said. "You must wear a seatbelt. We don't sell alcohol to kids."
Perhaps the weird thing about the current moment is once you start to notice the prevalence of gambling in a few places, you start to see it everywhere — I see it in my own life. I was at a New York Rangers game the other weekend, and not one but two betting apps were advertising on the ice. On a recent trip to New Jersey, I took advantage of an online casino, which is legal in the state. I lost $10 on blackjack in a matter of minutes. Beyond sports, many of my friends and family are at least dabbling in crypto and have taken note of prediction markets. One group I know is talking about organizing a party-bus trip to Atlantic City, New Jersey, just because.
It's hard not to wonder what's going on in culture now that gambling has gone from a no-no to out in the open and even hip. What's getting its claws in us, and why is it working right now in particular?
Natasha Schüll, a cultural anthropologist at New York University and the author of "Addiction by Design: Machine Gambling in Las Vegas," told me she'd identified four shared criteria of products that hook and hold us, from betting apps to dating apps, which are a little bit like gambling. They're antisocial and solitary, so you can get lost in your own flow. They offer continuous, fast feedback, which serves as reinforcement. They're unpredictable, so you can't be exactly sure when a reward will come. And they never come to a close or resolve — you just keep going. The result is that people get pulled into what she describes as a gambling "machine zone," where the world sort of falls away, and people fall into a rhythm of go, then again, then again.
"There certainly is a cultural story to tell here too, where we're living in a context of uncertainty in the world, whether politically or environmental or economic uncertainty," Schüll said. When you gamble, you're diving into uncertainty and chance, but also in an ordered, calm, digital environment that's cordoned off from the outside world. "It might start being about thrill and suspense and imagining a big win or imagining that you're having an encounter with chance," she said. "But once you put yourself in the seat, so to speak, and start having the interaction, the formatting of it and the flow of it gives you this other thing. It gives you this way to modulate your affect and go into a zone that allows you to avoid life."
It could be the case that in 10 years, we'll look back at the current moment and realize this was all fine — it was OK that people were gambling a bunch, that even major athletes were getting caught up in it. Hey, maybe even the meme-coin stuff will work out. The likelier scenario is that we wonder what we were even doing. Or we realize we probably should've done things a little differently.
Volberg, from UMass Amherst, has been studying gambling for 40 years and has seen this story play out before in other countries. Some form of gambling gets the go-ahead, it takes off, and there's a lag in realizing the consequences and getting guardrails in place appropriately.
"It's a pattern I've seen over and over again where it's after the fact," she said. "And if you don't start monitoring impacts before the actual new form of gambling is being used, you really have no idea what the baseline looked like."
The argument many companies will make is that people will gamble anyway — on sports, on elections, on whatever — and that making it legal brings that activity into the light, gets it some oversight, and generates tax revenue for the states. That's true, but also, once the government greenlights it, people who otherwise wouldn't gamble start. It's impossible to argue everyone on FanDuel right now was betting on sports on some offshore account 10 years ago. If it were that easy, sportsbooks wouldn't be investing so much in advertising to draw people in. On the meme coins, I mean, if you got bamboozled by the "Hawk Tuah" girl's crypto shenanigans, that's at least a little bit on you. But also, you probably deserve some protection next time. (But seriously, next time, maybe think that one over a bit more.)
In the meantime, may the odds be ever in your favor, because we're not getting out of gambling-palooza anytime soon.
Emily Stewart is a senior correspondent at Business Insider, writing about business and the economy.
