North vs South America in iGaming: A 2025 Market Showdown

The growth of iGaming in the Americas shows two different paths. In North America, especially in the United States, the market has become well-established and generates high revenue. Meanwhile, South America is growing quickly, with Brazil leading the way.

Market Overview: North vs. South America

In 2024, North America generated approximately $25 billion in gross gaming revenue (GGR) from online gambling—$22–23 billions of which came from the U.S. alone. In contrast, South America's iGaming market was valued between $1–2 billion, though it boasts the fastest growth rate globally, with a projected CAGR of 13.7% from 2023 to 2028 (Grand View Research).

North America represents 20–25% of global iGaming revenue, trailing only Western Europe (36%). While South America's share is still small, improving regulatory conditions—especially in Brazil—are accelerating its rise.

Player Demographics & Preferences

United States

American iGaming participants are predominantly aged 25–44, digital natives who value mobile-first, fast-paced entertainment. Key preferences include:

• Ages 25–34: Sports betting, crash games, live slots, and esports
• Ages 35–54: Traditional casino games like blackjack, poker, and roulette

According to CasinoRank research, analyzing the US online gambling market, the 35–54 age group represents a significant portion of the growing online casino market, particularly in regions where interest in traditional casino games like blackjack and poker is resurging.

Across all age groups, users prioritize security, smooth payments, and reliability. Motivations range from profit and excitement to social interaction and stress relief.

Key Markets in South America

Brazil

Estimated market value: $9.69 billion (2024) Brazil dominates the region due to its newly regulated online sports betting and casino sectors. With deep national passion for football, betting activity is especially strong in this vertical.

Argentina

Estimated market value: $3.80 billion Legal and technological developments have spurred market growth. Argentine players increasingly embrace digital gambling platforms offering diverse game libraries.

Colombia

Estimated market value: $2.01 billion Colombia was Latin America’s regulatory pioneer, creating a secure and stable iGaming framework. Its success has attracted international operators and made it a regional benchmark.

Key Markets in North America

United States

Estimated market value: $16.56 billion (2024) The U.S. iGaming sector surged following the 2018 repeal of PASPA. By 2024, over 30 states legalized sports betting, and seven supported regulated online casinos. Trends include:

• Mobile and in-play betting growth
• Strong user trust in AI-driven platform features
• Roughly 54 million Americans betting online

Canada

Estimated market value: $4.19 billion The legalization of single-event sports betting in 2021 helped spur structured growth. Ontario led the charge, generating CAD $1.4 billion and over 1 million active accounts in its first year.

Mexico

Annual turnover: Over $10 billion Despite regulatory uncertainty, Mexico remains a top market, driven by its large player base and cultural affinity for gambling.

Top Software Providers: Market Share Comparison

To understand platform popularity, here’s how market share is distributed across leading game developers:

Note: South America is more concentrated among top providers, while North America’s market is more fragmented—with 42.8% going to smaller studios.

North vs. South America: At a Glance

Final Thoughts

North America leads the world in iGaming revenue and infrastructure. However, South America, especially Brazil, is growing quickly and may change the global market. With a focus on mobile and strong growth indicators, South America is set to become a major player in iGaming in the next few years.

As both regions change, it is important for operators, investors, and platforms to understand their differences and take advantage of local opportunities. This will help them succeed in a diverse and dynamic online gambling market.