Gambling in the USA
BETTING HERO REVS UP COLLABORATION WITH NASCAR TO ENHANCE BETTING EXPERIENCE FOR RACING FANS
Betting Hero Research Uncovers Potential For Regional Betting Growth in the Sport.
Betting Hero, the leading customer acquisition, retention, and development partner for U.S. sportsbooks, has embarked on a consumer research collaboration with NASCAR to help the respective companies and their shared sportsbook operator clients better understand and serve North Carolina NASCAR fans with premium betting experiences.
Laying the foundation for continued fan engagement and future acquisition campaigns, Betting Hero has completed a research study, comprised of qualified bettors in the Tar Heel State to uncover their engagement preferences for NASCAR as both sports fans and bettors.
The study, which took place both online and in person in April 2024, shows a significant demand for NASCAR as a betting product in North Carolina. Respondents are almost three times more likely to bet on the sport than in previously surveyed states.
NASCAR ranked behind only the NFL, NBA, and MLB in betting activity by the study respondents, with 70% stating that they’ve watched a race for the first time because they’ve placed a bet on it.
“Having worked closely with NASCAR to educate its fans on the betting options available to them for several years, we have long believed in the opportunity to both attract new fans to the sport and better engage existing fans through thoughtfully curated betting experiences,” said Jai Maw, Co-Founder and President of Batting Hero.
Maw continued, ”As is shown in the North Carolina study conducted by our in-house consumer research division, there is a clear correlation between most fans’ enjoyment or engagement in a sporting event and their betting activity overall. However, NASCAR fans have to work a little harder than fans of other major sports to find their betting preferences due to less available markets and prop betting options on average. Those that can find their preferred betting markets could also be more likely to remain loyal to their sportsbook of choice than fans of other sports where available markets are somewhat commoditized.”
As a market audience, 86% of North Carolinians see betting as a true complement to sporting enjoyment. They’re also loyal and active bettors, with over half of respondents having downloaded three gambling apps and almost 90% still using their primary sportsbook after registration.
Significantly, certain sportsbooks surveyed showed a disproportionately high level of NASCAR betting activity compared to brand awareness in the target group, which could suggest that having a strong NASCAR betting offering is more important than other factors in the registration decision process.
“NASCAR has extremely passionate fans and we see sports betting as another way they can engage with sport,” said Joe Solosky, Managing Director of Sports Betting at NASCAR. “We are excited, but not surprised, to see the success of NASCAR as an offering through the launch of sports betting in the industry’s backyard of North Carolina and are continuing to better improve the NASCAR betting product to give fans more options to responsibly engage with action on the track. The study discovered that 70 percent of respondents watched a race for the first time because they placed a bet on it, and it shows that our efforts in the space can attract new fans as well.”
North Carolina has quickly risen to the top tier of states for NASCAR betting volume, ranking among the top three states in its first two months since launch. Across the 20 states that were live in March and April of 2023, NASCAR’s handle has seen a substantial 15% year-over-year growth. In states like Illinois, Massachusetts, Michigan, and Mississippi, NASCAR’s handle has surged by at least 50% compared to the previous year. Even more impressively, in Nevada and New York, NASCAR’s handle has doubled year over year, indicating a significant increase in interest and betting activity in these regions.
Resident Culture Bar & Kitchen will be hosting a NASCAR post-party on Saturday, May 25th, for the Xfinity race the weekend of the Coke 600 and a Race Watch party for the Cup Series Coke 600 on Sunday, May 26th. Betting Hero‘s team of experts will be in attendance to help answer any sports betting-related questions for fans and patrons while ensuring all enjoy their experience betting on NASCAR responsibly.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
International Game Technology PLC announced that its dynamic Wheel of Fortune DiamondRS Premium Wheel cabinet recently launched in casinos across the US. Guests of Sky River Casino in Elk Grove, Calif. and of Mohegan Sun in Uncasville, Conn. were among the first players in the world to enjoy the Wheel of Fortune Cash Link Reels Double Diamond and Wheel of Fortune Cash Link Reels Double Gold games on IGT’s new ultra-high-tech, mechanical-reel cabinet. Designed exclusively for Wheel of Fortune game content, the Wheel of Fortune DiamondRS Premium Wheel cabinet boasts a 20-inch physical wheel, a 32-inch LCD top box and a 23-inch transmissive display.
CT Gaming continues its strong momentum from the first quarter of 2025 with a new wave of installations in Panama. Strengthening its position in the Latin American market, the company has partnered with leading operators to introduce top-performing products, including the EZ Modulo 32/32/32 slot cabinet and the highly successful Diamond King series. Among the highlights of the installation is Diamond King 3—CT Gaming’s bestselling multigame featuring 50 captivating titles. Players can enjoy a diverse mix of content, including the legendary Mega Jack trio: Aztec Gold, Slot-O-Pol Deluxe and Champagne Party. The experience is further enhanced by the Diamond Tree progressive jackpot, which delivers elevated gameplay and exciting reward potential.
Las Vegas Sands has contributed $100,000 through the Sands Cares global community engagement programme to 100 Black Men Las Vegas in support of the organisation’s youth mentorship, scholarship and community service offerings. The 2025 donation will enable 100 Black Men Las Vegas to offer new programmes including a science, technology, engineering and math initiative; the Pathways to Public Service programme, which focuses on developing a pipeline of law enforcement and first responder professionals; and Realtist Academy, which prepares participants to become licensed real estate agents or mortgage brokers. In addition, Sands Cares funding will help 100 Black Men Las Vegas pursue efforts to identify a permanent location for the organisation.
Partnerships
SCCG Management has announced an expanded partnership with AWARE, a global leader in biometric verification software. Under this agreement, SCCG becomes a preferred reseller for AWARE’s biometric and identity verification solutions within the global gaming industry. AWARE’s advanced biometric technology offers a future-proof solution for iGaming and gambling platforms—empowering operators to ensure compliance, prevent fraud and protect players, all while delivering a seamless and secure user experience. With growing regulatory scrutiny and rising demand for frictionless onboarding, AWARE’s adaptive biometrics provide a scalable and trusted identity framework for modern gaming environments.
The Brazilian Football Confederation and Sportradar Integrity & Regulatory Services, a unit of Sportradar AG announced the extension of their long-standing partnership, set to begin with the 2025 season. The new agreement aims to enhance efforts to combat match-fixing in Brazilian football and safeguard the integrity of the sport. Sportradar, through its industry-leading Universal Fraud Detection System (UFDS), will deliver integrity monitoring for more than 8200 men’s and women’s matches organised annually by the CBF. Through this renewed partnership, the UFDS will now cover all Brazilian national championships.
The post Gaming Americas Weekly Roundup – April 21-27 appeared first on European Gaming Industry News.
California Gambling Control Commission
California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives
Sacramento, CA — In a meeting packed with regulatory updates and licensing decisions, the California Gambling Control Commission (CGCC) convened on April 24 to advance numerous agenda items impacting the state’s gambling landscape—from tribal gaming approvals to responsible gambling programs and operator renewals.
Problem Gambling & Public Health Takes the Stage
The Commission meeting opened with a presentation by Sosha Marasigan-Quintero from the California Department of Public Health, offering an overview and update on the California Problem Gambling Treatment Services Program. While no specific staff recommendations were provided, the update underscores California’s continued focus on behavioral health in gambling.
Tribal Revenue Distribution Approved
The Commission approved the quarterly distribution of payments from the Revenue Sharing Trust Fund to eligible recipient Indian Tribes. This routine, yet vital, procedure ensures the equitable distribution of revenue to support tribal sovereignty and infrastructure across the state.
Cardroom Licensing: Approvals and Extensions
Among key licensing matters:
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500 Club Casino (K & M Casinos, Inc.) received both initial and renewal owner-type license approvals through January 2027.
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Casino Chico, Hollywood Park Casino, and Lake Bowl Cardroom were granted renewals and short-term extensions, some with conditions such as improving record-keeping systems or ensuring regulatory compliance ahead of reopening.
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Hotel Del Rio & Casino was granted a 60-day extension under several strict conditions, including updated safety plans and the restatement of commingled financial records.
Key Employee Licensing Actions
The Commission approved several initial and renewal key employee licenses. Notably:
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Jeffrey Thompson was approved with a condition prohibiting involvement in illegal gambling activities.
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Kevin Lee and George Rahme received 120-day extensions for renewal processing.
Third-Party Proposition Player Services Under Scrutiny
The Commission approved both initial and temporary licenses for Fortune Players Group, Inc., with a lengthy list of conditions tied to the conduct of a former associate, Rene Medina. These conditions highlight the Commission’s ongoing vigilance in monitoring third-party player services and maintaining compliance across operations.
Progressive Gaming, LLC was also approved for an initial license, further expanding third-party service provider capacity.
Gaming Resource Suppliers & Tribal Approvals
Initial suitability findings for several prominent tribal gaming resource suppliers were approved, including:
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HCAL, LLC
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JCM Global
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Konami Gaming, Inc.
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PDS Gaming, LLC
Dozens of tribal gaming employees were also approved for key positions at tribal casinos across California, reflecting the Commission’s continued support of tribal gaming operations and the necessary workforce to support it.
Notable Withdrawals and Denials
In two notable cases, requests to withdraw license applications—Josephine Hoang and Jesus Bojorquez—were denied, signaling the Commission’s increased scrutiny and emphasis on applicant accountability.
A Broader Look Ahead
With regulatory reform on the horizon and ongoing efforts to promote responsible gaming, the April 2025 CGCC meeting showcased a mix of routine license management and deeper engagement with emerging compliance issues. As the Commission prepares for the next quarter, the groundwork laid in this session will likely influence policy developments and enforcement trends across California’s gambling sector.
The post California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives appeared first on Gaming and Gambling Industry in the Americas.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
H. Betti Industries Inc, the leading distributor of amusement and gaming equipment and parts, has announced the appointment of Todd Cravens as President of Betson Gaming. In this expanded leadership role, Cravens will oversee all aspects of its growing gaming division, with a focus on expanding market share, building the product portfolio and accelerating growth in new and existing markets. Since joining the Company in January 2025 as SVP of Gaming, Cravens has made an immediate and measurable impact across the business. His leadership has helped sharpen Betson’s gaming strategy, align the team and focus on new revenue streams, while also bringing operational discipline and strategic vision to other areas of the company.
The Michigan Gaming Control Board has initiated investigations into unlicensed sports prediction markets operating within the state. These platforms, which bypass Michigan’s regulatory framework, have raised significant concerns about consumer protections. Michigan’s investigations align with similar actions already taken by other state regulatory bodies and focus on how this form of unlicensed sports betting may jeopardize the integrity of Michigan’s legal sports betting system. The unlicensed platforms offer what they describe as innovative financial products that allow users to trade their predictions on the outcomes of sports events. By sidestepping the regulatory protections of Michigan’s legal sports betting market, these platforms pose a serious risk to consumers. They create potential confusion among bettors and blur the line between sports betting as entertainment and sports betting as a financial trading vehicle.
Partnerships
Bragg Gaming Group announced the acquisition of a strategic equity stake in, and the signing of an exclusive content partnership with RapidPlay, a specialist Brazilian game development studio renowned for its localised, high-performance online casino content tailored to Brazilian and the broader Latin American market. Under the terms of the agreement, Bragg receives an equity stake in RapidPlay and has entered into an exclusive commercial distribution agreement with RapidPlay at standard market terms. The agreement allows Bragg to integrate and offer RapidPlay’s full content portfolio through its expanding base of licensed Brazilian operators.
PrizePicks has renewed its partnership with the Atlanta Braves, reaffirming its position as the club’s Official Daily Fantasy Sports Partner. This new three-year agreement reinforces the longstanding relationship between the two Atlanta-based powerhouses, building on a successful collaboration that began in 2020. As part of the partnership, PrizePicks branding will be prominently featured throughout Truist Park with a combination of static and LED signage. The company will also retain access to exclusive VIP experiences for business needs and will continue its popular “PrizePicks Pick of the Game” segment, which airs on the Braves Radio Network pregame show before all regular season games.
SCCG Management has become the sponsor of SFT Combat, one of Brazil’s premier MMA promotions. As a long-time client partner, SFT Combat continues to push boundaries in the world of professional fighting, delivering high-quality events that captivate both local and global audiences. The sponsorship reflects a strategic investment in Brazil’s sports and gaming ecosystem, where MMA plays a central role in both cultural identity and entertainment value.
The post Gaming Americas Weekly Roundup – April 14-20 appeared first on European Gaming Industry News.
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