Lucie has over 20 years’ experience in marketing, including a decade running her own agency. Now a dedicated iGaming content writer (and slot game winner of £25k+), she brings flair, strategy and insight to everything she writes. Outside work, she loves gaming, cooking, travel - and cuddles with her dog, Beau.
Although the 2025 NFL season has not kicked off yet, Americans are already expected to wager a record-breaking $30 billion through legal U.S. sportsbooks, according to fresh estimates from the American Gaming Association (AGA).
The projection marks an 8.5% increase from last season’s revised handle of $27.5B, underscoring the league’s unmatched dominance in the U.S. market.
The AGA’s forecast includes every aspect of football wagering, from preseason matchups and futures bets to playoff games and Super Bowl LX in February.
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NFL betting consistently drives the highest handle of any sport despite having fewer games than basketball or baseball.
"This season, fans have more ways than ever to responsibly engage with the game they love," said AGA president and CEO Bill Miller.
"Legal sports betting enhances the fun and friendly competition that make NFL games and traditions even more special."
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Missouri is scheduled to launch its regulated market on Dec. 1, raising the total to 39 jurisdictions.
Thirty-three states allow online betting, meaning fans nationwide can place wagers from kickoff to the Super Bowl.
But despite explosive growth in the regulated market, illegal sportsbooks still loom. The AGA estimates that offshore operators and unregulated bookies accepted $84B in wagers across all sports last year, generating $5B in revenue.
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While their share of the U.S. market has dropped to 24% from 36% in 2022, Miller warned that the fight against "bad actors" is far from over.
"These operators work in the shadows with zero consumer protections," he said.
"Combating them requires stronger enforcement and closer collaboration with our international partners."
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Responsible Gaming In Focus
With legal betting booming, industry leaders are doubling down on responsible play.
The AGA continues to promote its “Have A Game Plan. Bet Responsibly.” campaign, which urges bettors to set budgets, understand the odds, stick to legal sportsbooks, and treat wagering strictly as entertainment.
The message appears to be gaining traction.
AGA polling reveals that nearly 75% of Americans support legalized betting in their state, and 90% of people now classify betting as an acceptable form of entertainment.
The National Council on Problem Gambling also recently reported that risky gambling behaviors have stabilized from a spike between 2018 and 2021.
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The Season Ahead
The NFL's regular season kicks off on Sept. 4, when the Dallas Cowboys face the Philadelphia Eagles, the defending Super Bowl champions.
Early odds indicate Philadelphia is favored by 6.5, with an over/under of 46.5.
The futures market is also heating up. DraftKings lists the Buffalo Bills and Baltimore Ravens as early Super Bowl favorites at +600, followed by the Eagles (+750), Chiefs (+850), and Lions (+1200).
Other platforms outside traditional sportsbooks are seeing action as well.
Prediction market site Kalshi reports $62.5M has already been traded on NFL wagers this year, signaling broader enthusiasm across alternative betting spaces.
With a projected $30B in legal wagers, an expanding state-by-state market, and robust safeguards in place, the 2025 season is shaping up to be the NFL’s biggest betting year yet.
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