Super Bowl LVIII, played on February 11, 2024, set a new record for sports betting activity, according to geolocation services firm GeoComply. The game, which saw the Kansas City Chiefs defeat the San Francisco 49ers 25-22 in overtime, resulted in a surge of online sportsbook geolocation checks, with a reported increase of more than 22% during the Super Bowl weekend.
GeoComply, which assists legal online casino and sportsbook platforms in identifying the location of their customers, reported that 8.5 million active online sportsbook accounts were created during the Super Bowl weekend, marking a 15% year-over-year increase. In addition, more than 1.7 million new mobile sports wagering accounts were created in the two weeks leading up to the big game.
The company’s CEO and cofounder, Anna Sainsbury, attributed the historic betting activity to the continued transition to the legal market, stating, “The record-breaking results we saw did not disappoint. We are proud to help foster the growth of a regulated industry that puts accountability, security, and player protection at the forefront.”
Despite the surge in legal sports betting, fans in certain states were unable to place bets on the game. Chiefs and Niners fans living in Missouri and California, respectively, were barred from placing Super Bowl LVIII bets in their home states. As a result, many Californians traveled to neighboring states such as Nevada, Oregon, or Arizona to place their wagers, while Missourians ventured into Kansas, where online sportsbooks are legal.
The NFL season as a whole was successful for legal sports betting operators, with GeoComply reporting a 28% increase in new sportsbook accounts since the start of the 2023/24 season. Additionally, several new internet sports betting states, including Kentucky, Maine, Massachusetts, and Vermont, came online since the last Super Bowl, expanding the reach of legal sports betting.
Looking ahead to next year’s Super Bowl, North Carolina is set to join the ranks of online sports betting states, with the possibility of Florida also entering the market. With the continued expansion of legal sports betting across the United States, the industry is poised for further growth, providing consumers with regulated and secure betting options while marginalizing illegal offshore sportsbooks.