When you bring live sports into casinos and sportsbooks, you are doing far more than simply showing an event. You are creating an immersive experience that attracts large groups, keeps them engaged and on-site longer, and encourages repeat visits.
In fact, our recent Technomic research shows that 97% of casinos surveyed agree or somewhat agree that showing live sports help them reach their business goals, highlighting just how powerful live sports can be in driving foot traffic and making your property a go-to destination.
For casino and sportsbook operators, live sports is not just entertainment. It is a proven strategy to increase engagement, enhance the guest experience, and drive revenue across multiple areas of the property.
Below, we break down the value of live sports in casinos and sportsbooks and what operators need to know about how sports betting ability can contribute to overall revenue growth.Â
Sports Betting, Sportsbooks, And Revenue Growth
The U.S. sports betting landscape has expanded rapidly since the 2018 Murphy v. NCAA Supreme Court decision, which allowed individual states to legalize and regulate sports wagering. Since then, sports betting has become one of the fastest-growing entertainment verticals in the country, particularly for casino operators.
The numbers tell the story:
- Legal sportsbooks in the U.S. handled nearly $150 billion in wagers in 2024, generating more than $14 billion in operator revenue (source: WilmerHale)
- In states like New York, sports betting has produced more than $1 billion in tax revenue in a single fiscal year (source: RG)
- According to the American Gaming Association, Americans wagered a record $119.84 billion in legal sports bets in 2023, generating $10.92 billion in revenue (source: JDsupra)
In a competitive gaming landscape, live sports remain one of the most effective tools for meeting guest demand while supporting long-term growth. For casinos, integrating a sportsbook or complementing the atmosphere of the gaming floor with live sports content creates a high-demand entertainment experience that keeps guests on property longer and drives incremental spend across gaming, food, and beverage. Live sports connect entertainment and wagering in a way that encourages repeat visits and positions the casino as a destination for shared experiences.
The Value of Live Sports Content in Casinos
As Vital city noted, the nation’s casino gambling market is projected to rise from $76 billion in 2024 to $126 billion by 2033, driven by the expansion of sports betting, new resorts, and online casinos (2025 industry report). This growth highlights opportunities for operators to capture more engagement and revenue by offering live sports experiences that complement both traditional casino floors and sportsbook areas.
According to VidOvation, a provider of IPTV and digital signage solutions for casinos and sportsbooks, venues that implement robust IPTV and digital signage systems have reported up to a 30% increase in guest engagement and average dwell time when live sports and promotional content are displayed effectively. This includes sportsbook areas, casino floors, bars, and other common spaces where guests naturally gather around live events.
Longer dwell time matters. For casino operators, it often translates directly into higher per-guest value, including:
- Increased food and beverage spend
- More time spent on the gaming floor
- Greater engagement with sportsbook offerings
- A stronger overall guest experience
Live sports also deepen fan engagement. A Deloitte survey found that nearly 80% of bettors say wagering increases their enjoyment of live sports.Â
This aligns with broader industry research showing that integrating interactive elements, such as wagering odds, live stats, and real-time updates, boosts engagement and viewership, creating additional opportunities for food, beverage, and hospitality revenue.
Final Takeaway
Live sports serve as a powerful driver of engagement and revenue across casino properties. They connect entertainment and wagering in a way that keeps guests on property longer, encourages repeat visits, and positions the casino as a destination for shared experiences. In a competitive gaming landscape, live sports remain one of the most effective tools for meeting guest demand while supporting long-term growth.
At Joe Hand Promotions, we work with venues nationwide and see firsthand how live sports transform casino environments and help them unlock their full potential. To get started, contact us today at 1-800-557-4263.