Shutterstock/rudall30 November was, by and large, a bit of a slow month for the US online gambling industry.
It wasn’t a bad month by any means, but the general trend for US online casino revenue was flat. Of the large states, New Jersey was the only one to see a substantial change, and this was a drop of 4% in daily average gross revenue. Pennsylvania and Michigan held quite steady, with changes on the order of 1%.
This has been the general trend for several months now. Whereas 2020 was a year of massive growth, the story for 2021 seems to be consolidation. Although the industry hasn’t experienced a reversal of those pandemic-related gains, it feels as if there’s a slow, partial backslide which is more or less canceling out the underlying natural growth of online gambling in the US.
Data for this article comes from monthly financial reports by the various state regulators. How big will Caesars get in Michigan?
Although the industry collectively hasn’t been growing much in recent months, there’s been some movement among individual brands. In particular, the acquisition and rebranding of William Hill US properties is working out well for Caesars.
The impact is easiest to see in Michigan, where Caesars had no presence of its own before renaming the existing William Hill Sportsbook and Casino. In Pennsylvania and New Jersey, the licensing structure and Caesars’ pre-existing operations make it harder to tell what impact the rebranding had.
August, when the branding change took place, was immediately the best month on record for the Grand Traverse Band of Ottawa and Chippewa Indians, who serve as the land-based partner for the new Caesars Online Casino in Michigan.
Summer had been a particularly slow time for William Hill Casino, due to lack of crossover from the sportsbook during the off-season. From May to June, the operator’s daily average gross gaming revenue was below $10,000. That nearly tripled from $9,566 in July to $26,527 in August and Caesars has enjoyed monthly growth in the double-digit percentages ever since.
In November, Caesars made almost $2.4 million from its iGaming vertical in the state. […]
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