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Optimove has released its latest U.S. Gaming Pulse Report, analyzing online gaming trends across the U.S. and global markets from January 2025 to January 2026. The study examined 3.2 million active players per month in the U.S. and 21 million globally, focusing on player growth, deposits, betting volumes, retention rates, and engagement activity.
Financial Disparity vs. Frequency
The report highlights that U.S. players contribute significantly higher deposits and wagers than their global counterparts. However, global players demonstrate stronger engagement, with more active days per month and consistently higher retention rates. This indicates that while U.S. users spend more, Global players are “stickier” and more consistently active.
Retention Resilience
Global retention remained stable throughout 2025, whereas the U.S. market experienced a mid-year dip, falling to 61% in March 2025. A strong recovery in the second half of the year brought U.S. retention close to 70% by January 2026, nearly matching Global averages.
Fluctuation in U.S. Sports Betting
The U.S. sports betting market showed typical seasonal volatility, including a 25% drop in February 2025 post-Super Bowl and a surge in March tied to March Madness. Global sports betting, by contrast, exhibited more linear, stable growth.
Market Maturity Indicators
While the global market maintained steady growth above baseline for both casino and sports segments, the U.S. market, despite high-value players, did not surpass its January 2025 baseline for active bettors. This highlights a competitive environment where retaining existing high-value users is critical.
Average Monthly Deposit Amounts
- U.S.: January 2026 – $589; 12-Month Trailing Average – $568
- Global: January 2026 – $247; 12-Month Trailing Average – $225
The U.S. market trended upward in the first half of 2025, peaking at $654 in July before dipping and recovering to $589 in January 2026. Global deposits rose modestly from $210 in January 2025 to $247 in January 2026.
Average Total Monthly Casino Betting Amount
- U.S.: January 2026 – $6,280; 12-Month Trailing Average – $7,406
- Global: January 2026 – $1,427; 12-Month Trailing Average – $1,358
U.S. casino bets spiked in March 2025 ($8,883), then gradually stabilized. Global casino volume grew steadily, increasing from $1,280 to $1,427 over the 12 months. Month-over-month, U.S. casino betting rose 3.2% from December 2025 ($6,082) to January 2026 ($6,280).
Casino Bettors Growth Trend
- U.S.: January 2026 – 82% of baseline; 12-Month Trailing Average – 97%
- Global: January 2026 – 111% of baseline; 12-Month Trailing Average – 107%
The U.S. market peaked in February (117%) but declined from mid-2025, ending the year below baseline. Global markets mostly stayed above 100%, peaking at 117% in December.
Average Monthly Total Sports Betting Amount
- U.S.: January 2026 – $811; 12-Month Trailing Average – $929
- Global: January 2026 – $435; 12-Month Trailing Average – $402
U.S. sports betting saw seasonal trends with highs in spring and drops in summer. Global sports betting remained stable within $359–$435.
Sports Bettors Growth Trend
- U.S.: January 2026 – 82% of baseline; 12-Month Trailing Average – 93%
- Global: January 2026 – 109% of baseline; 12-Month Trailing Average – 101%
U.S. bettors surged in March due to seasonal sports but ended the year below baseline. Global sports bettors grew steadily after a mid-summer dip.
Average Activity Days Per Active Player
- U.S.: January 2026 – 7.7 days; 12-Month Trailing Average – 7.9
- Global: January 2026 – 9.1 days; 12-Month Trailing Average – 9.1
Global players consistently engaged more days per month than U.S. players. U.S. activity was volatile early in 2025, hitting a low of 6.8 days in February before stabilizing toward year-end.
Average Active Customer Retention Rate
- U.S.: January 2026 – 70%; 12-Month Trailing Average – 68%
- Global: January 2026 – 72%; 12-Month Trailing Average – 71%
U.S. retention dipped early in 2025 but recovered to near parity with Global rates by January 2026. Month-over-month, the U.S. improved 1.4% while Global rates increased 4.3%.
About Optimove: Optimove is a leader in player analytics and marketing insights for the online gaming sector, providing data-driven solutions to optimize customer engagement and retention across global markets.
