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October 2025 – Optimove’s latest U.S. Gaming Pulse Report for September 2025 provides a detailed look at the performance of the American online gaming market compared to the global landscape. Drawing from data covering September 2024 to September 2025, the report analyzed activity from an average of 3.2 million monthly U.S. players and 21 million global players. The findings highlight strong spending levels in the U.S., volatility tied to major sports seasons, and shifting player engagement trends.
Higher Spending but Shorter Engagement
The report shows that U.S. players continue to deposit and wager far more than global counterparts. However, they are less engaged overall, with fewer active days per month and slightly lower retention rates. The average U.S. player deposited $536 over the 12-month period—nearly double the global average of $279—but activity levels were lower, at 7.6 days per month compared to 8.6 days globally.
Casino Betting Dominates the U.S. Market
One of the most striking differences is in casino wagering. U.S. players placed $7,674 in total monthly casino bets on average, more than 3.5 times the global average of $2,105. In March 2025, U.S. betting peaked at $8,520, before dropping to $6,425 in September. Despite the decline, spending remained far ahead of the global figure of $2,202.
The U.S. casino player base also expanded sharply, up 21% year-over-year, while the global market remained relatively flat at 1% growth. September 2025 saw particularly strong gains, with the U.S. casino growth trend hitting 121%, compared to 101% globally.
Sports Betting Volatility and Rebound
Sports betting in the U.S. demonstrated high volatility throughout the year, reflecting the influence of major sporting events like the NFL season and March Madness. The 12-month U.S. average stood at $957, well above the global $531. In September 2025, the U.S. average dropped to $695, down from $1,011 in August, while the global figure fell slightly to $506.
Despite earlier declines, September marked a strong rebound in sports bettor numbers, with the U.S. jumping to 113% of its baseline, up from 68% the previous month. Globally, the trend improved to 90% from 81%.
September 2025: Growth Meets Caution
The September data presents an intriguing paradox: both casino and sports segments saw record-high player growth and retention rates, but deposit and betting averages declined. Optimove’s analysis suggests this may reflect an influx of new, lower-value players or existing users spreading their bankrolls more thinly as new sports seasons begin.
Retention and Activity Trends
Retention rates remained slightly higher globally (69%) than in the U.S. (66%) over the year. However, September 2025 was a standout month for the U.S., reaching a record 76% retention rate versus 70% globally. Both markets typically experience higher engagement during winter, tapering off in warmer months.
Summary
The Optimove U.S. Gaming Pulse Report – September 2025 underscores the U.S. market’s unique characteristics: high-value spending, seasonal volatility, and growing player bases across casino and sports segments. While American players remain the biggest spenders, their engagement patterns differ significantly from the global average—offering key insights for operators navigating both local and international markets.
