Sports betting makes the noise, but online casinos keep the lights on. While fixtures end and promos fade, casino revenue keeps arriving with quiet consistency. As 2026 approaches, that gap between attention and income is widening, and sportsbook operators are being forced to rethink which product actually anchors their business.

US gambling revenue keeps breaking records, but the reasons behind that growth are not evenly spread across products. Sports betting gets most of the attention because it is loud and visible, carrying with it the ‘spirit’ of watching sport, and its cyclical nature, right into the betting floor. Online casino revenue is different. It shows a steady growth month after month, with far less volatility.

Going into 2026, that difference is becoming hard to ignore. For sportsbook operators, the question is no longer whether online casino products belong in the mix, but what their continued growth means for sportsbook strategy in practical terms.

Record US Gaming Revenue Sets the Tone

In 2024, US commercial gaming revenue reached $71.92 billion, the highest figure ever recorded and the fourth straight annual record. That total includes land-based casinos, sports betting and online gaming. The headline number matters less than the breakdown sitting inside it. Online gaming generated $21.54 billion, accounting for 30 percent of all commercial gaming revenue that year. Sports betting produced $13.71 billion, an increase of 25.4 percent from 2023.

In Pennsylvania alone, sports betting skyrocketed from just over $2.5 million in 2018 to over $600 million in 2025, while total gaming revenue went up from $3.2 billion to $6.7 billion in the same period.

Both grew, but they behave differently. Sports betting revenue rises and falls with calendars, promotions, and events. Online casino revenue grows in smaller steps, but it shows up consistently.

Online Casino Revenue Brings Stability Sportsbooks Do Not Have

Sports betting revenue depends heavily on timing. Major sports events, new market launches and promotional pushes all create short-term spikes. When the final whistle blows and the event is over, revenue drops back to baseline. Online casino products do not follow that pattern. Players return more often and sessions last longer. Activity does not depend on a weekend schedule.

That difference shows up in financial reporting. Online casino revenue smooths overall performance, especially during slower sports periods. For sportsbook operators, this is not about replacing sports betting but rather balancing a product that swings sharply with one that produces steady and repeatable income across the year. These two form factors should be seen as supplementary, not competitive.

Michigan offers a clear example of how this plays out in practice. In December 2025, the state reported $315.8 million in online casino gross receipts, the highest monthly total since launch. Combined with online sports betting, total internet gaming receipts for the month reached $399.8 million, up 19.1 percent from November.

Across all of 2025, Michigan recorded $3.8 billion in total internet gaming gross receipts. Online casino games contributed $3.1 billion of that figure. Online sports betting contributed $671.3 million.

The tax breakdown mirrors the same pattern. Of the $624.6 million paid in gaming taxes, $597.5 million came from online casino activity.

The numbers show which product carries the weight.

Where Real-Money Casino Demand Is Concentrated

Online casino revenue is not spread evenly across the country. It concentrates in states with established regulation and broad product access. Michigan, New Jersey, and Pennsylvania continue to lead, while newer markets remain much smaller by comparison. This concentration becomes noteworthy in that it shows where real-money play already exists.

For operators, understanding that distribution helps separate theoretical opportunity from live demand. Review platforms are a good place to gather information, for example, the Casino.us reviews of the best online casinos in the US for real money help map which states allow real-money casino play and where activity is already established. That context comes into play when sportsbook teams assess where casino products can realistically support growth rather than add complexity.

What This Means for Sportsbook Product Planning in 2026

The takeaway heading into 2026 is straightforward. Sportsbooks operate in a market where online casino revenue is no longer an optional background income to fill the gaps between games

It has become one of the main contributors to overall gaming performance. Products that share wallets, accounts, and user journeys reduce friction for players who already move between betting and casino play.

Operators that treat casino products as a core part of their platform benefit from more predictable revenue patterns. Those who treat them as side projects risk leaving stability on the table.

The numbers already show which approach aligns better with how players behave. With that much data and information on the table the conclusion is clear: the best of both worlds is the winning strategy.

Where Sportsbooks Fit as Casino Growth Continues

Record revenue figures show the size of the US gambling market. State-level results show which products deliver consistency within that total. Online casinos now play a central role in that picture.

The opportunity is not about chasing trends but in recognising where steady revenue already comes from and building products that reflect that reality.  The industry is nothing if not dynamic, and those who adapt the best to the market will survive the longest.