With only hours remaining until the kickoff, numerous studies and surveys have emerged highlighting the massive phenomenon of Super Bowl betting. 

H2 Gambling Capital – the worldwide expert in gambling market data – released a report last week forecasting an unprecedented total of bets from licensed sportsbooks in the U.S. – $1.6 billion. New York is expected to surpass Nevada in handle ($181 million, compared to Nevada's $177 million). 

AGA: $1.39 Billion Wagered on the Major Game 

The American Gaming Association projects that U.S. citizens will bet a historic $1.39 billion legally on Super Bowl LIX. 

This morning from BetMGM: “With Super Bowl wagers increasing, BetMGM still requires support for the Eagles,” stated Christian Cipollini, Senior Trading Manager, BetMGM. "We’re hoping for a red/pink Gatorade shower, Saquon to avoid the endzone, and for both defenses to excel for the Under." 

Amidst the enthusiasm for the major game, this is also an opportune moment for groups such as the Campaign for Fairer Gambling (CFG) to disseminate their core messages. CFG is an autonomous advocacy organization working towards “a bipartisan agenda aimed at enhancing both consumer protection and reducing harm in gambling.” 

In a statement issued on Friday, CFG announced they hired the technical intelligence platform Yield Sec to prepare an estimates report on online betting for the Super Bowl today, aimed at highlighting the prevalence of illegal wagering on the event. 

Yield Security: 75% of Bets Directed to Unlawful Operators 

Yield Sec predicts that the total amount wagered online by Americans will reach $6.4 billion, with 75% (or $4.8 billion) directed to unlicensed online sports betting operators and $1.6 billion going to legal, licensed U.S. sports betting entities. YieldSec forecasts a cumulative 429 million wagers on the game.

"As an evidence-based gambling reform advocate, I want to understand the truth about the entire online gambling market,” said Derek Webb, Founder of the Campaign for Fairer Gambling.  “Yield Sec has an exceptional ability to estimate the total market, including legal and illegal participation. This report shows that the illegal industry continues to grow and that legalization proponents are misrepresenting the benefits of legalization. The American economy and American consumers are paying the price.”

A disadvantage that legal operators face is the inability to provide novelty bets, which attract bettors beyond the dedicated sports fans. U.S. sportsbooks are unable to provide those. That kind of wagering is permitted in Ontario, where we've discussed the trendiness of markets surrounding Taylor Swift; for instance, “Will Travis Kelce propose to Taylor Swift?” has current odds of +800 for “yes” (representing 78% of tickets) and -2000 for “no” (22% of tickets, 58% of handle) at BetMGM in Ontario. 

CFG reported that last year's Super Bowl saw 350 million bets made on the game, with an overall value of $5.4 billion, citing Yield Sec. Of that total, 122 million bets, amounting to $1.4 billion, were placed legally. 

The Taylor Swift Influence 

Yield Sec predicts that 25% of women will place bets on this year's game, an increase from 21% in the previous year.

"Last year, Yield Sec predicted Americans would place $5.4 billion in online bets on the big game, of which just $1.4 bn would be bet legally,” Yield Sec CEO Ismail Vali said in a statement. “We were right. And, if we are right on the legal number, then we are right on the illegal number. The Yield Sec platform uses an apples and apples methodology for looking across all of the audience, all of their activity, all of the time.”

The result of what is expected to be a closely contested match between the Eagles and Chiefs is certainly not guaranteed. What is certain is America’s increasing desire to place a bet on the outcome.