The US has a complicated and changing legal landscape when it comes to online gambling. Unlike many other countries where national laws govern iGaming, in the US each state sets its own rules. Some states have fully legalized online casinos and sports betting while others prohibit all forms of online gambling.
This guide outlines the legal status of online gambling in the US, how the industry is regulated and the best ways to promote gambling offers in a compliant and effective manner. We’ll also cover which traffic sources work for gambling promotions to bypass common advertising restrictions.
The US Online Gambling Market: Overview & Growth Trends
The US online gambling industry has been booming in recent years driven by technology, mobile usage, and positive legislative changes.
According to recent industry forecasts, the US online gambling market is projected to reach $26.8 billion in gross revenues by the end of 2025, up from $23.4 billion in 2024. Projections suggest the market could surpass $41 billion by 2028.
Key factors contributing to this growth include:
- State-by-State Legalization: More states are legalizing online gambling to generate tax revenue.
- Mobile-First Betting: Mobile apps have made online gambling more convenient and users are engaging more.
- Technological Innovations: AI-driven betting platforms and acceptance of cryptocurrency are enhancing user experience.
Is Online Gambling Legal in the USA? Understanding the Legal Landscape
The legality of online gambling in the US is determined at the state level, leading to a diverse regulatory environment.
Federal vs. State Regulations on iGaming
There is no federal law that explicitly bans online gambling but several federal laws affect the industry:
- The Wire Act (1961): Originally aimed at sports betting via wire communications, its application to online gambling is still debated.
- Unlawful Internet Gambling Enforcement Act (UIGEA, 2006): Focuses on restricting transactions related to unlicensed online gambling.
- Professional and Amateur Sports Protection Act (PASPA, 1992; Repealed in 2018): Its repeal gave states the power to legalize sports betting which led to a wave of state by state legislative actions. So, each state has its own jurisdiction over online gambling resulting in a patchwork of laws across the country.
As a result, each state has the autonomy to regulate online gambling within its jurisdiction, creating a patchwork of laws nationwide.
Where is Online Gambling Legal in the US? A State-by-State Breakdown
The legal status of online gambling varies across the United States.
States Where Online Gambling is Legal
As of 2025, the following states have legalized online casino gambling:
- New Jersey: A pioneer in iGaming, consistently generating substantial revenue.
- Pennsylvania: A rapidly growing market with multiple licensed operators.
- Michigan: Launched online casinos in 2021, experiencing robust growth.
- West Virginia: Offers a range of licensed online gambling options.
- Delaware: One of the first states to embrace online gambling.
- Connecticut: Entered the online gambling market in 2021.
States Where Only Online Sports Betting is Legal
Several states permit online sports betting but have not yet legalized online casinos:
- New York: Leading in mobile sports betting revenue.
- Illinois: A significant market for online sports wagering.
- Arizona: Offers a competitive sports betting landscape.
- Colorado: Known for its diverse sportsbook operators.
- Tennessee: Operates a mobile-only sports betting model.
States That Prohibit All Forms of Online Gambling
Certain states maintain prohibitions against all forms of online gambling:
- Utah: Upholds a complete ban on gambling activities.
- Hawaii: Prohibits all forms of gambling, including online.
For advertisers and affiliates, it’s essential to stay informed about each state’s regulations to ensure compliance and effective targeting.
Traffic Sources for Online Gambling Promotion: Navigating Restrictions
Promoting online gaming in the US has strict rules that make it hard for advertisers and affiliates to run campaigns on traditional platforms. Many mainstream advertising channels have heavy restrictions on gaming content, which limits promotional opportunities.
Challenges with Traditional Advertising Channels
- PPC Advertising (Google Ads, Bing Ads) – Both platforms have gambling ad policies, require state-by-state licenses and approval process. Even if an advertiser is licensed, campaigns often have high CPC and limited reach.
- Social Media Advertising (Facebook, Instagram, TikTok) – Meta and other social platforms restrict gaming promotions and often block gaming ads. Even when allowed, targeting options are limited.
- SEO (Search Engine Optimization) – Organic traffic can be lucrative but ranking for gaming keywords requires long term investment, high competition and a lot of effort to overcome Google’s algorithm updates.
Because of these restrictions, many advertisers turn to alternative traffic sources that are more flexible and less regulated.
Why Push and Pop Ads Are the Best Solution for Gambling Promotion
Unlike traditional ad platforms, push and pop ads bypass the rules of Google and Facebook, making them an ideal traffic source for gaming promotions.
Key Advantages of Push and Pop Ads for iGaming
- No Licensing Barriers – Unlike Google Ads, push and pop ads don’t require operator licenses, you can promote offers with less restrictions.
- Higher CTR and Engagement – Push notifications deliver messages directly to users devices, popunder ads grab attention by appearing under active browsing sessions.
- Scalability and Volume – Networks like ROIads offer high quality gaming traffic at scale, with millions of daily impressions from engaged audiences.
- Advanced Targeting – Push and pop ads allow for targeting by geo, device type, OS, and behavioral to reach the right users.
- Lower Cost than PPC – Gambling PPC on Google and Bing can be very expensive, while push and pop traffic is cheap so you can test campaigns without spending too much.
For iGaming advertisers looking to scale push and pop traffic from ROIads without ristrictions is a compliant and profitable alternative to mainstream advertising channels.
How ROIads Helps Advertisers Monetize US Gambling Traffic
Given the constraints of promoting gambling offers in the US a stable traffic source is key. That’s where ROIads comes in.
Why Advertisers Choose ROIads for US Gambling Campaigns
- Exclusive Push and Pop Traffic – ROIads specializes in push and popunder ads, the best formats for iGaming promotion.
- Premium Gambling Traffic – Access high-intent users who are already interested in online casinos and betting.
- AI-Powered Technology – ROIads’ AI bidding technology helps advertisers optimize ad campaigns for maximum ROI.
- Micro Bidding for Advanced Control – Fine-tune bid adjustments to optimize traffic sources.
- No Strict Restrictions on Gambling Ads – Unlike Google and Facebook, ROIads fully supports iGaming promotions with no unnecessary limitations.
For advertisers and affiliates seeking high-converting premium traffic for US gambling offers, ROIads provides a scalable, results-driven solution.
Comparison of Traffic Sources for Gambling Promotion
To help advertisers choose the best promotional strategy for gambling campaigns, the table below compares the main traffic sources based on restrictions, costs, and effectiveness
| Traffic Source | Restrictions | Cost | Best for |
| Google Ads (PPC) | Strict licensing, high CPC | $$$$ | Brand awareness, licensed operators |
| Facebook/Instagram Ads | Gambling ads mostly restricted | $$$ | Limited targeting for licensed brands |
| SEO (Organic Search) | Competitive, requires long-term effort | $$ | Long-term |
| Push Ads (ROIads) | No licensing required, high CTR | $ | Engaging gambling audiences at scale |
| Pop Ads (ROIads) | No restrictions, high volume | $ | Direct conversions, powerful scaling |
Future of Online Gambling in the US: What to Expect in 2025 and Beyond
As the iGaming industry grows, we can expect to see these key trends in the coming years.
Upcoming Trends in the US Online Gambling Industry
- More States Legalizing iGaming – Experts predict California, Texas, and Florida to legalize online gambling soon.
- Esports Betting Growth – With esports rising, betting on video game competitions becomes a new revenue stream.
- Blockchain and Cryptocurrencies Integration – More casinos accept Bitcoin, Ethereum and other cryptos, attracting tech-savvy audiences.
- Tighter Responsible Gambling Measures – States will likely introduce more player protection features, such as deposit limits and self-exclusion tools.
For affiliates and advertisers, this means both challenges and opportunities. By being ahead of the curve and using ROIads’ targeted push and pop traffic, you can scale your campaigns and make more money in the growing US iGaming market.
Conclusion
Online gambling in the US is state-by-state, with some states fully legal and others fully illegal. But the trend is towards legalization, with more states opening up every year.
For advertisers and affiliates, promoting gambling offers is tough due to advertising restrictions on Google, Facebook and SEO. But ROIads’ push and pop traffic is a compliant, scalable and high-converting solution for running iGaming campaigns.
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