Key Moments:
- Optimove’s November 2025 report identifies ongoing shrinkage in the US online casino market, with active player base and wagering intensity both falling
- Average monthly casino betting per US player declined to $6,121, its lowest in 12 months, while participation dropped to 86% of the November 2024 baseline
- Global markets continued to outperform the US, as international active participation reached 108% of baseline and maintained steadier engagement levels
Market Activity Weakens Across US Online Casinos
Recent analysis from Optimove’s US Gaming Pulse Report for November 2025 indicates that the US online casino space is now firmly in a period of structural contraction. Drawing from data on 3.2 million monthly US players and 21 million global users tracked over a year, the report highlights a downturn marked by fewer active participants, reduced betting, and diminished engagement, resulting in the weakest quarter for US casino activity over the past year.
Optimove has found that this contraction appears to be deeper than typical seasonal changes. While global online casino markets showed annual growth, US casino participation at the end of November measured 86% of where it stood in November 2024, with average betting amounts hitting their lowest point in twelve months.
Drop in Players and Betting Volumes
The report documents a steady reduction in the US casino bettor population, dropping from 98% of the baseline in September to 86% in November. During the same period, the average US monthly casino betting amount fell from $6,733 in October to $6,121 in November, well below the 12-month average of $7,638.
Player engagement also fell. Fewer days of activity per player and overall lower wager volumes were recorded for both casino and sports betting, culminating in what Optimove described as the softest quarter of the year.
Deposits Rise Despite Diminished Betting
One significant trend from the November data is the disconnect between deposit and wagering behavior among US players. While the average deposit increased to $531 in November, the amounts bet in both casino and sports betting declined from previous months.
According to Optimove, this reflects a sense of hesitation among players, rather than complete disengagement. Players are still depositing funds, but betting activity is slower and less aggressive.
“This isn’t what a healthy growth curve looks like,” the report notes, describing a market where player confidence appears to be waning despite available liquidity.
Global Performance Highlights US Struggles
In contrast, global online casino markets sustained growth. Active casino participants worldwide peaked at 123% of baseline in October, easing to 108% in November, which still signified robust annual progress. Global sports betting followed an upward pattern as well, ending November at 103% of baseline.
Retention rates provided further evidence of divergence. US player retention fluctuated, falling to 60% in October then partially bouncing back to 69% in November, while international retention remained relatively stable and consistently higher throughout the year.
US Player Profile: High Bets, Less Frequent Play
Despite experiencing contraction, the US market stands out for its betting intensity. In November, US casino bettors wagered a monthly average of $6,121, in comparison with the global average of $1,341. However, US players averaged only 7.8 active days per month, while players globally were active 9.1 days per month.
Optimove emphasized that US players tend to bet larger sums but less frequently, leaving the market more susceptible to shifts in player confidence and seasonality.
Industry Implications Moving Forward
Mike Paluszek, Media Relations Consultant for Optimove, commented on the changing dynamics: “This isn’t a temporary dip,” Paluszek said. “The combination of fewer active players, lower betting volumes, and volatile retention points to a market that’s contracting, even as global gaming continues to expand.”
Optimove sees the US Gaming Pulse as a key resource for industry operators aiming to anticipate behavioral changes before earnings are impacted.
Challenges for US Operators Approaching 2026
While the November 2025 data revealed some recovery in retention rates, Optimove advised that relying on a single month’s evidence may be misleading. The overall trend points toward less predictable player engagement, a more episodic play pattern, and an increased need for US operators to restore player confidence as they move into 2026.
US vs Global Market Performance Overview
| Metric | US (November 2025) | Global (November 2025) |
|---|---|---|
| Casino Participation (% of Nov 2024 baseline) | 86% | 108% |
| Avg. Monthly Betting Per Casino Player | $6,121 | $1,341 |
| Avg. Deposit in November | $531 | No data |
| Active Days Per Month | 7.8 | 9.1 |
| Retention Rate (November) | 69% | Stable; higher than US |
- Author
Daniel Williams
